Is Your Brand Positioning Optimized to
Maximize Consumer Love & Minimize Risk?
Take our 3-minute quiz to find out.
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Are You Struggling to Cut Through the Noise & Connect with Your Consumers?
We’re here to help.
We're the Brand Positioning Experts.
We specialize in optimizing brand positioning to maximize consumer love and minimize risk. Our unique approach ensures that your brand story is compelling, clear, and effective.
Brand positioning is the
unique position your brand
occupies in the market.
It has 3 essential parts:
Have you found yourself or your team struggling with the lack of insight, nuance, and conviction in your brand positioning?
⚠️ Continuously revisiting brand strategy and positioning with every new initiative?
⚠️ Difficulty articulating the primary brand differentiator or your right to win?
⚠️ Suffering the “and also” problem – unable to prioritize what’s most important?
⚠️ Misaligned & inconsistent output from agencies, cross-functional partners or vendors?
⚠️ Secret skeptism in your strategy, innovation, marcom, etc and later seeing it reflected in poor ROI?
Who is your target consumer?
What does your brand offer them?
Why should they care?
Stop asking
yourself the same questions over & over.
Nail the positioning once & for all.
Pop Quiz
Is your brand positioning hitting the mark?
(Hover for answers)
Have you ever felt the power of a succinct, compelling brand message? You may have seen something on a shelf or perhaps a social media ad and felt compelled to immediately buy that item. Not because you were tricked – that’s a marketing myth! But instead that this brand understood exactly what you want or need and presented it perfectly? It’s a thing of beauty!
If your brand is not creating this magical moment with its ideal consumers, then you and consumers both are missing out on a powerful consumer connection!
Solving this is as simple as it sounds - but it is hard to do! Let’s work together to make sparks fly.
How well can you confidently and succinctly describe your brand positioning ?
🔲Extremely well; we have polished our message perfectly
🔲Pretty well; we just stumble on a few details
🔲Somewhat well; there are areas where we struggle
🔲Not well; we are unclear or inconsistent, making it really hard to be effective
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Ok this is a bit of a trick question – some of you don’t actually know, right? First of all, it’s not an easy question to answer, but if right off the bat you’re taking a guess - let’s figure that out asap.
There are formal ways to measure this, but you might also watch for clues: a competitor that’s resonating more and winning share; marketing ROI that’s underperforming objectives; or external parties (retailers, agency partners, even your sales team) are questioning the message.
In the end, if you can’t communicate in a way that is compelling and motivates a consumer to connect with your brand, then we definitely need to solve that asap. Let’s talk about how we diagnose the problem so we can work on a plan to solve.
How well does your brand messaging resonate with your target audience?
🔲Perfectly! When my target consumer hears it, they're motivated to buy immediately
🔲Usually pretty well, but sometimes we have to work to get them to buy
🔲Sometimes it misses, and we have to rely heavily on trial and conversion tactics
🔲Not sure, or it often falls flat, and our performance reflects that
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There’s a myth we need to bust: Brand positioning is not marketing.
It is a strategic exercise that establishes the growth potential and path for a brand. Without it, nothing else that is done in the organization can capitalize on the true potential of a brand.
If your teams are not fully on board and easily able to articulate the brand positioning, you’ve got trouble brewing. This is what leads to internal conflicts with sales, R&D, ops, procurement and even legal (ok, definitely legal!).
First thing to ask yourself - does my own team understand the brand positioning? And if so, how can we become better champions of the brand? A positioning implementation plan ensures everyone is immersed in the consumer and understands the strengths the brand brings to the table. Let’s talk about what that might look like for your organization.
How clear is the brand positioning to the immediate and extended teams in your organization?
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🔲Absolutely clear, everyone would answer it perfectly
🔲Mostly clear, with a few subjective points amongst us
🔲Somewhat clear, but there's confusion or disagreement about what is priority, fact vs. hypothesis, or strategically aligned
🔲It's pretty fuzzy; we’re struggling to have a unified point of view
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How well do you understand your target consumer’s needs and desires?
🔲Extremely well, maybe even better than they do!
🔲Pretty well, but there are a few gaps
🔲Somewhat, but with obvious gaps in deeper insights
🔲Not very well, we are operating mostly on assumptions and hypotheses
If you didn’t answer A, you’ve got work to do. How can you expect consumers to give your brand long-term brand love, when you don’t know them well enough to give them exactly what they want, exactly when they want it, and say exactly what they want to hear?
There’s only one solve here: spend more time understanding your consumer. That doesn’t mean spend hundreds of thousands of dollars to do so. At The Clarity Wizard, we believe strongly in RIGHT SIZING research for the brand’s objectives, resources, size of business, etc. A budget of $0 is not an excuse! Lets talk - we’d love to help you figure out the right learning plan for your brand.
When you brief your creative or strategic partners, do they come back with fundamental questions about the brand, the consumer, or the category?
🔲Almost never; they know exactly who, what, and why
🔲Sometimes; but it is usually topics we can easily answer
🔲Often; they ask clarifying questions that either require further conversations or that we don't have answers to
🔲Always; we can't seem to get the results we want without a lot of hand-holding
If you didn’t select A, then undoubtedly there are times when you or your partner are frustrated with the process. You hired them because you believe they can do great work. And they are putting the work in, but the results just take so much work.
I truly believe there are more great partners than not, but they can only do as good a job as you allow them. Providing a strong brief is the one job we have as brand owners - & that includes all the strategic clarity, consumer insights and brand positioning they need to deliver great work.
If you can’t brief your team with confidence, let's talk. We can work on identifying what’s missing and game planning how to solve it. Then work with you to create a foolproof brief - whether campaign, packaging, innovation, or any other kind of brief.
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