Brand Positioning Strategy | Stand for something. Own It.

Module length: 1 hr 43 mins

Readings: 4

Study time: 3 hrs

Positioning is one of the most important – and most poorly executed – challenges in marketing. You know who you're targeting. Now the question is: what do you want to stand for in their minds?

Module 5 is where brand positioning strategy moves from theory to decision. You'll learn to map your competitive landscape using perceptual maps, identify the space your brand can credibly own, and build the distinctive brand assets that make you come to mind and drive purchase over time.

Central to this module is the difference between differentiation and distinctiveness. Differentiation is about standing for something different. Distinctiveness is about being easy to recognise and recall. You need both and Module 5 teaches you how to pursue them simultaneously.

What you’ll learn

What is brand positioning and why most organisations get it wrong despite having a positioning statement on file
The critical distinction between differentiation and distinctiveness: two separate goals that require two separate strategies
How to build and read a perceptual map of your competitive landscape, and use it to identify the space your brand can credibly own
How to identify and develop your distinctive brand assets: the colours, shapes, sounds and signals that make your brand instantly recognisable
How to write a positioning statement that gives your whole organisation a clear, shared articulation of what you stand for
How positioning completes the STP framework – and why every tactical decision that follows should be tested against it