Brand Positioning in about 60 seconds
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𝗛𝗼𝘄 𝘁𝗼 𝘄𝗿𝗶𝘁𝗲 𝗮 𝗽𝗼𝘀𝗶𝘁𝗶𝗼𝗻𝗶𝗻𝗴
𝗛𝗼𝘄 𝘁𝗼 𝘄𝗿𝗶𝘁𝗲 𝗮 𝗽𝗼𝘀𝗶𝘁𝗶𝗼𝗻𝗶𝗻𝗴 𝘀𝘁𝗮𝘁𝗲𝗺𝗲𝗻𝘁 𝘂𝘀𝗶𝗻𝗴 𝗙𝘂𝗻𝗰𝘁𝗶𝗼𝗻𝗮𝗹 𝗮𝗻𝗱 𝗲𝗺𝗼𝘁𝗶𝗼𝗻𝗮𝗹 𝗰𝗼𝗻𝘀𝘂𝗺𝗲𝗿 𝗯𝗲𝗻𝗲𝗳𝗶𝘁𝘀
𝗙𝘂𝗻𝗰𝘁𝗶𝗼𝗻𝗮𝗹 𝗯𝗲𝗻𝗲𝗳𝗶𝘁𝘀 𝗰𝗵𝗲𝗮𝘁𝘀𝗵𝗲𝗲𝘁
To help brand leaders, I have taken twelve functional benefit zones and expanded the list to over 50 potential functional benefits your brand can build around.
Our functional benefits zones include helping consumers stay connected, making them smarter, saving money, simplifying life, helping them be healthier, helping their family, providing sensory appeal, helping their experience come to life, working better, enhancing their professional standing, driving business results, and helping execute.
Look through the list, and gravitate to 2-3 of the functional benefit zones you think will fit the needs of your consumers and where your brand can do it better than competitors.
Start with the words on the cheatsheet below, then layer in your creative language based on specific category words or specific consumer words and phrases they use.
𝗘𝗺𝗼𝘁𝗶𝗼𝗻𝗮𝗹 𝗯𝗲𝗻𝗲𝗳𝗶𝘁𝘀 𝗰𝗵𝗲𝗮𝘁𝘀𝗵𝗲𝗲𝘁
From my experience, marketers are better at finding the ideal rational benefits compared with how they work at finding the ideal emotional benefits for their brands.
As a brand, you want to own one emotional space in the consumer’s heart as much as you own a rational space in the consumer’s mind.
When I push brand managers to get emotional, they struggle and opt for what they view as obvious emotions, even if they do not fit with their brand. Every brand manager thinks their brand should be trusted, reliable, and likable.
Our emotional cheat sheet has twelve emotional consumer benefit zones: curiosity for knowledge, control, comfort, self-assurance, sense of optimism, fit with values, feeling liked, freedom, getting noticed, sense of belonging, revitalization, and pride.
𝗢𝘂𝗿 𝗰𝗼𝗺𝗽𝗿𝗲𝗵𝗲𝗻𝘀𝗶𝘃𝗲 𝗕𝗿𝗮𝗻𝗱 𝗠𝗮𝗻𝗮𝗴𝗲𝗺𝗲𝗻𝘁 𝗧𝗿𝗮𝗶𝗻𝗶𝗻𝗴 𝗶𝘀 𝗱𝗲𝘀𝗶𝗴𝗻𝗲𝗱 𝗳𝗼𝗿 𝘁𝗲𝗮𝗺𝘀 𝘁𝗵𝗮𝘁 𝗻𝗲𝗲𝗱 𝗮 𝗯𝗼𝗼𝘀𝘁 𝗶𝗻 𝗺𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝗳𝘂𝗻𝗱𝗮𝗺𝗲𝗻𝘁𝗮𝗹𝘀.
https://beloved-brands.com/brand-mana...
For more on Beloved Brands, here are a few of our most popular articles
1. Beloved Brands Marketing Training programs.
https://beloved-brands.com/brand-mana...
2. Our Beloved Brands Mini MBA is an online marketing course to help your marketing career.
https://beloved-brands.com/mini-mba/
3. Simple process to build your Brand Positioning Statement
https://beloved-brands.com/brand-posi...
4. How to write a Marketing Plan
https://beloved-brands.com/marketing-...
5. Our one-page strategic plan
https://beloved-brands.com/brand-stra...
6. The best and worst of a Creative Brief
https://beloved-brands.com/creative-b...
7. Marketing Plan Template
https://beloved-brands.com/product/ma...
8. Our one-page Brand Plan
https://beloved-brands.com/brand-plans
9. How to understand Brand Architecture
https://beloved-brands.com/brand-arch...
10. How to use Marketing Funnels to analyze your brand
https://beloved-brands.com/marketing-...
𝗙𝘂𝗻𝗰𝘁𝗶𝗼𝗻𝗮𝗹 𝗯𝗲𝗻𝗲𝗳𝗶𝘁𝘀 𝗰𝗵𝗲𝗮𝘁𝘀𝗵𝗲𝗲𝘁
To help brand leaders, I have taken twelve functional benefit zones and expanded the list to over 50 potential functional benefits your brand can build around.
Our functional benefits zones include helping consumers stay connected, making them smarter, saving money, simplifying life, helping them be healthier, helping their family, providing sensory appeal, helping their experience come to life, working better, enhancing their professional standing, driving business results, and helping execute.
Look through the list, and gravitate to 2-3 of the functional benefit zones you think will fit the needs of your consumers and where your brand can do it better than competitors.
Start with the words on the cheatsheet below, then layer in your creative language based on specific category words or specific consumer words and phrases they use.
𝗘𝗺𝗼𝘁𝗶𝗼𝗻𝗮𝗹 𝗯𝗲𝗻𝗲𝗳𝗶𝘁𝘀 𝗰𝗵𝗲𝗮𝘁𝘀𝗵𝗲𝗲𝘁
From my experience, marketers are better at finding the ideal rational benefits compared with how they work at finding the ideal emotional benefits for their brands.
As a brand, you want to own one emotional space in the consumer’s heart as much as you own a rational space in the consumer’s mind.
When I push brand managers to get emotional, they struggle and opt for what they view as obvious emotions, even if they do not fit with their brand. Every brand manager thinks their brand should be trusted, reliable, and likable.
Our emotional cheat sheet has twelve emotional consumer benefit zones: curiosity for knowledge, control, comfort, self-assurance, sense of optimism, fit with values, feeling liked, freedom, getting noticed, sense of belonging, revitalization, and pride.
𝗢𝘂𝗿 𝗰𝗼𝗺𝗽𝗿𝗲𝗵𝗲𝗻𝘀𝗶𝘃𝗲 𝗕𝗿𝗮𝗻𝗱 𝗠𝗮𝗻𝗮𝗴𝗲𝗺𝗲𝗻𝘁 𝗧𝗿𝗮𝗶𝗻𝗶𝗻𝗴 𝗶𝘀 𝗱𝗲𝘀𝗶𝗴𝗻𝗲𝗱 𝗳𝗼𝗿 𝘁𝗲𝗮𝗺𝘀 𝘁𝗵𝗮𝘁 𝗻𝗲𝗲𝗱 𝗮 𝗯𝗼𝗼𝘀𝘁 𝗶𝗻 𝗺𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝗳𝘂𝗻𝗱𝗮𝗺𝗲𝗻𝘁𝗮𝗹𝘀.
https://beloved-brands.com/brand-mana...
For more on Beloved Brands, here are a few of our most popular articles
1. Beloved Brands Marketing Training programs.
https://beloved-brands.com/brand-mana...
2. Our Beloved Brands Mini MBA is an online marketing course to help your marketing career.
https://beloved-brands.com/mini-mba/
3. Simple process to build your Brand Positioning Statement
https://beloved-brands.com/brand-posi...
4. How to write a Marketing Plan
https://beloved-brands.com/marketing-...
5. Our one-page strategic plan
https://beloved-brands.com/brand-stra...
6. The best and worst of a Creative Brief
https://beloved-brands.com/creative-b...
7. Marketing Plan Template
https://beloved-brands.com/product/ma...
8. Our one-page Brand Plan
https://beloved-brands.com/brand-plans
9. How to understand Brand Architecture
https://beloved-brands.com/brand-arch...
10. How to use Marketing Funnels to analyze your brand
https://beloved-brands.com/marketing-...
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