Enough about social media, let’s get back to basics now.

Brand Positioning:

A communication created which draws a frame of reference is called as brand positioning. e.g. Vodofone: As loyal as a dog, follows you everywhere. Hence they are positioning themselves as a network that never leaves you.

Creating Brand Positioning:

There are key elements which are sacrosanct, while creating this and it can be best explained with this diagram:

Mindscape:

The product or service should be aimed at a certain Target Audience (TA), it is extremely important to understand the TA.
The Demographics, Societal norms, backgrounds to name a few. What they think, what are their wants and needs and behavior that gives rise to them.

Brandscape:

Understanding where the brand stands currently, do people know about it, what they perceive about it. If it creates a recall or a brand association.
Where does the company what the brand to be? Take it to another level etc. Understanding the brand cycle might help you understand this better.
Brand Awareness -> Brand recall -> Brand Trial -> Brand Association -> Brand Loyalty -> Brand Evangelism

Signscape:

Current events and news, Macro Economic impacts like inflation, Government norms etc. Associating the brand with Lalit Modi will not do any good for the brand in the current scenario. A security angle in wake of the terrorist attacks is a good way to position the brand.

Semiotics:

Platforms that communicaton will be used, nuances of each of them. Words used in the communiqué, symbols, language. Characters, visuals, colors, typography and context in which they have used. Any such factors which have a profound effect on presentation etc.

No related posts.