This is the first in a small series of punches surrounding April Dunford's Obviously Awesome! and how good positioning relates to good branding. Enjoy!
Positioning is where your company falls in the mind of consumers. Specifically, why your company should matter to them. In here book, Obviously Awesome! April Dunford breaks down effective positioning into 5 steps with an occasional 6th. First things first, examine what's already out there and what people might do, or currently be doing instead of using your product/services.
Note, it's not about being "better" necessarily, but more about assessing why these alternatives to your solution are being used.
In branding, this step in crucial in assessing the emotional alternatives to your company.
What is it about brand x that makes it so special? What do I feel differently about them versus brand y?
Attacking this from the angle of "how are they different?" instead of "how are they better?" is crucial to understanding their positioning and where there is space for your brand to be positioning without being labeled a copycat.
Products are supposed to solve problems. Specific problems. Much like how a movie is supposed to guide you through the story of how a hero solves a problem, like Luke Skywalker defeating the Empire, Alan, Stu, and Phil finding Doug, or Princess Mia finding confidence in herself (hell yea I watched the Princess Diaries).
These are the main plots to these movies, anything that doesn't push the hero towards solving this problem is a distraction. Think about it, every subplot takes us closer to this goal.
Luke has to meet Han Solo to leave Tatooine, they get pulled into the Death Star, they rescue Leia to recover the Death Star's weakness, and they attack it to DEFEAT THE EMPIRE.
If there had been a subplot where they stopped on Hoth to grab snow cones and rally a group of Tauntauns you'd think the movie was stupid.
Keep the user pointed to solving a specific problem with your product and don't create other products that pull them away from that core problem.
Your brand needs to be cherished by someone. That person is your super fan, someone who will love your brand, buy anything you create, and share it with the world. They are a tribal advocate for your company. Here is how you can make sure you are creating something this person will appreciate:
This is the easiest part. List some key elements of this person to get a starting point for who they are. This will include:
2. External Desires
What are they coming to you for? This could include:
3. Internal Desires
WHY are these things important and what are they looking to accomplish.
Is there a grander battle that you are both fighting?
What is at stake if these desires are not met? Some examples:
6. Lifestyle elements
Make sure your brand aligns with this person's lifestyle. List out some key things we all use/partake in:
What and who inspires this person to get out of bed in the morning?
8. Define patterns
Look at everything you've written down. Do you notice a pattern in purchase behavior? Is this person looking for a deal or do they spend on value? Do they care about aesthetics? Are they conservative or edgy?
Are there patterns in the things that inspire them (boisterous attitudes vs strong silent leadership)? How about the topics being discussed, can you relate and speak on these as well?
The point here is to immerse yourself in this person's world and see how you can add to it. More importantly, to see how you can add to it and be easily accepted into their lifestyle, rather than forcing a lifestyle upon them. If that is what you find yourself doing, you need to either reposition your brand for a new audience or mold it to your current super fan.
Your brand needs to walk alongside them, hip-to-hip.