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BRAND Pillars Workshop Facilitation Deck POSITIONIN PRE-ACTIVITY G Who are you targeting? Why? What are the primary emotional QUESTIONS • • and practical benefits that you • What does your model customer offer your target customer? How want? do these offerings differ from • In which market is your brand those of your competitors? competing? • What does your brand do? • How are your competitors What does it NOT do? positioning their brand? • Who is your brand for? • In what ways do you stand out Who is it NOT for? from your competitors? 1 • What pains/needs does your target customer have? 4 VALUE PROPOSITION IDENTIFY YOUR CUSTOMER IDENTIFY YOUR OFFERING 1. Identify your customer’s primary 1. What products, experiences, and problem: What are they trying to services do you offer? accomplish? 2. What do your customers gain 2. What pains do they hope to relieve from what you offer? How do you with your product? What do they relieve their pains? hope to gain? 3. By answering questions 1 and 2, 3. By answering questions 1 and 2, you can answer the following: you can answer the following: How How are you different from your do your customers define your competitors? value? After answering these questions, use a value proposition framework to create your VP statement. 2 Here is an example VP statement: “We help x do y by doing z.” 4 POSITIONIN STATEMENT G Your positioning statement uses your value proposition to frame your offering within a specific context (i.e., a specific customer segment within your market). • Who is your audience? Be specific. • What is your market? Be specific. • Why is your brand better than that of your competitors? • How can you show that your brand delivers on its promise? 3 4 POSITIONIN STATEMENT G Use one of the many brand positioning statement templates available to arrange the answers to the questions above. For example: For [target market], [brand]’s [market niche] best delivers [brand promise] because [brand] does [reason to believe]. 4 4
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