Expressing Your Distinct and Valuable Selling Proposition
In this phase we start to conduct competitive research, concentrating on what competitors are saying in their marketing — related to frame of reference, target audience, point of difference, offering, value proposition and reasons to believe. We then we cross-reference the findings back against the internal analysis along the same characteristics, to determine where this is opportunity to create category defining solutions, relevancy and innovation. We will work to develop your brand positioning statement, and create a brand positioning map. This phase helps us differentiate the brand from its competitors and communicate its value proposition to the target audience.
- Understand the Competitive Landscape
- Document Competitors Messaging
- Understand the Internal Factors Driving Brand
- Discover Your Audience's Frame of Reference
- Uncover Your Audience's Must Haves
- Document Your Points of Parity
- Discover Your Points of Difference
- Bring to Light the Most Significant Benefits Sought
- Learn Why It Matter to The Audience
- Identify Your Reasons to Believe
- Express Your Brand Onliness
- Define Your Target Audience
- Express The Greater Solution Offered in the Mind of Audience
- Articulate What Makes You Different and Better Than Competitors
- Express Your Functional, Emotional and Aspirational Benefits
- Convey Why It Is So Important to Audience
- Articulate the Reasons to Believe
- Craft Your Strategic Positioning Statement & Framework