Every company has a brand. Individuals at a company always want to make “on-brand” decision. What even makes a decision an “on-brand” one? Brand Positioning starts with a statement. This statement isn’t one you are advertising to the world; it is simply for internal purposes. Though, it is the key statement which everyone should follow when making certain decisions day in and day out. Establishing a value proposition is also very important when starting a business. This is the significant value that your company’s product or service offers to its customers.
To formulate a brand positioning statement, this is one structure that can be used:
TO (target segment), (firm/product)
IS THE (category/competitive set)
THAT (value proposition/what can customers expect)
BECAUSE (supporting evidence/reasons to believe)
Why Do I Stay Loyal to Apple?
I got my first iPod in 2008. Ever since, I have been hooked on Apple products. I kept getting the latest iPod until I switched to iPhones. Even when Apple takes away the things I like, such as the USB port and other plug ins, I still stay attached to the brand because I stay emotionally loyal for some reason. Currently, I have an iMac, Macbook Pro, an iPad, and an iPhone. I love the seamless integration and continuity of my devices. I love how I can be on an application on my phone and then pick right where I left off on my laptop. Apple’s brand is powerful and pulls people into their world. Each and every year they release new products with the new advanced features which intrigue everyone. The products also give off a sleek and luxury design which makes it feel clean and fresh when using them. Sometimes, though, I don’t even know the real reason why I keep going back to them. For some reason, I am just drawn to the products and I probably will be loyal to them for the rest of my life. Below is my depiction of Apple’s Brand Positioning Statement.
Brand Positioning Yourself
Companies aren’t the only ones with brands. People can have brands too! If you’re looking for a job, you need to be able to market yourself. Your LinkedIn profile gives off a very accurate description of your professional career brand. Your education, GPA, internships, work experience, volunteering events, certifications and skills all make up your professional brand. Just like with companies, you too have competition: other candidates. You obviously want to stand out and be different. You have to highlight your top achievements when telling others your story. Your journey is always changing so it is important to keep your resume and profiles updated.
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Heart Of Codes. Positioning of Apple | Apple Segmentation, Targeting and Positioning http://heartofcodes.com/positioning-of-apple/
PR & Marketing. Positioning Your Start Up is Vital – Here’s How to Nail It. First Round Review. https://firstround.com/review/Positioning-Your-Startup-is-Vital-Heres-How-to-Do-It-Right/
Value Proposition and Brand Positioning. Digital Marketing Course 5604. Oct 21, 2020.
Wallen, Sarah. 3 Steps For Positioning A Strong Brand. Medium. https://medium.com/your-brand/3-steps-for-positioning-a-strong-personal-brand-1de0e8edb3ec
Wilcox and Yemen. Brand Positioning Statements. HBR Case Reading.