Page 18 - LittleBookofPositioning_KB_DIGI

Positioning canvas
*

A structured approach.

GLOBAL DRIVERS BUSINESS STRATEGY BRAND STRATEGY

The big issues. Growth, Growth, analysis, markets, goals, Assessment of current and
potential brand strategy:
technology, automation, vision, position (today/tomorrow). hierarchy and nomenclature,
digital, political, demographic, brand naming, brand
financial, environmental. VALUE & BENEFIT identity, brand imagery.
CUSTOMERS The value and benefits
we bring customers in
context. Value messaging.
Segmentation by: region, CATEGORY
business type, role, persona PROPOSITION
and demographic to PROOF IDENTIFIER
understand their drivers
and customers’ voice. The most compelling Defining the category:
Third party endorsements argument – the central new or existing.
and case studies. Build trust. logic. Control the game.
MARKET DRIVERS What you stand for.
DIFFERENTIATION The mission.
A subset of global drivers
interpreted for the sector Tangible technical and service
in question. COMMS PLAN
differentiation. Leadership.
Innovation. A plan of campaigns and
COMPETITORS tactics for 12 months + web
events, advertising, print,
IMAGE & VALUES digital, database.
Review of both direct
and indirect competition
products, brand, messages, Values that reflect both the desired
position, etc. brand image and tone of voice.

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emberson-brand.com/positioningcanvas
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