brand

How to test your brand positioning: is it desirable, deliverable, and differentiated?


Once you and your positioning team have determined what the positioning for your brand should be and identified the points of difference, points of parity, and maybe even a brand mantra, consider checking your work with the following approach I learned from branding expert Kevin Keller.

Write up your key points of difference and points of parity (and your brand mantra if you have it) where you can see them together, representing the sum of your positioning. When you look at these pieces as a whole, does your chosen positioning pass the following three-question test?

1. Is this positioning desirable to your brand community?

Does the positioning reflect characteristics your brand community would want? It isn’t enough just to be different—the positioning should show that you are different in a way that people would value.

2. Is this positioning deliverable by the brand?

Does your brand experience already deliver on this positioning? If not, and if you’ve identified aspirational points of parity or points of difference, can you make changes to the organizational strategy that will ensure this positioning will reflect the actual brand experience at some point in the near future? If your brand can’t deliver on the positioning, it won’t feel authentic to your brand community and may actually do some damage if people perceive it as false or misleading.

3. Is this positioning differentiated from your competitors?

Does this positioning distinguish your brand from everyone else in the competitive frame of reference? Even if the positioning is desirable and deliverable, if it is indistinguishable from the positioning of your competitors it won’t be effective.

Desirable, deliverable, and differentiated: great positioning will be all three at once.

Was this post helpful?

If so, you can find more tips about how to position your brand effectively in my book, The Ad-Free Brand (not an advertisement, mind you, just a friendly suggestion:).

Only $9.99 for the Kindle, but available in each of these formats:
Book
| Kindle | Nook | EPUB/PDF

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).

Discussion

One thought on “How to test your brand positioning: is it desirable, deliverable, and differentiated?

  1. Some great info that can definitely help us position our business properly. Thanks!

    Posted by Austin Home Restorations | November 3, 2011, 9:51 pm

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