brand

Where can you find the data that will inform your brand positioning?


In a recent post, I highlighted the four key questions that your brand positioning research must answer. And I promised a followup post showing you some of the places you could find data to help inform your brand positioning. Here it is!

To review, great positioning is found at the intersection of the answers to the following four questions:

1. What does the brand community currently believe about or value in the brand?
2. What might the brand community believe or value about the brand in the future?
3. What does the organization currently claim about the brand?
4. What would the organization like the brand to become down the road?

So to make things as simple as possible, I’ve made a chart below that will show you many of the places I look first for data to inform brand positioning. At the top of the chart you’ll find many things you probably already have access to and just need to analyze through a brand positioning lens (like marketing materials or website copy), while at the bottom of the chart you’ll find some more complicated research sources that will take a bit more work (like surveys or interviews you’d need to conduct, for example).

If you’d like to learn more about these research sources or would like to learn how to write surveys and interview questions that will give you the answers you need, I cover this subject in much more detail in Chapter 3 of The Ad-Free Brand.

This is the fifth in a series of posts drawn from my new book The Ad-Free Brand, which comes out later this month and is available for pre-sale now on Amazon.

About Chris Grams

Chris Grams is President & Partner of New Kind, where he builds sustainable brands, cultures, and communities in and around organizations. He is the author of The Ad-Free Brand: Secrets to Successful Brand Positioning in a Digital World and is the Community Guide on the Management Innovation Exchange (hackmanagement.com).

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

Hey, I Wrote a Book!

The Ad-Free Brand: Secrets to Building Successful Brands in a Digital World

Available now in print and electronic versions.

Follow

Get every new post delivered to your Inbox.

Join 137 other followers

%d bloggers like this: