Understand who the brand is relevant to: with our positioning cross template

Skillfully aligning a brand

Brand positioning is the discussion and occupation of a defined position in the relevant market in order to achieve an attractive and unique place with the target groups. This requires clearly defined positioning goals and a corresponding strategic orientation. Which characteristics or variables offer the potential to stand out from the competition and occupy an independent position? This can be, for example, the price, the sustainability factor, the demand for design, ingredients or other specific characteristics.

The potential of uniqueness

Brand positioning takes place in distinction to the competition. With the help of a positioning cross, agglomerations and empty spaces can be identified. The variables are defined with characteristics relevant for the brand and relevant for the market. Subsequently, the competitors:inside are set in the positioning cross. Depending on the objective, the own position can be defined for the first time or adapted.

Focusing through brand positioning

The goal is to align one’s brand strategy in such a way that the brand is known and appreciated for certain characteristics. This means discussing what the target group needs, differentiating oneself by solving one of these needs, and thus focusing on the essentials. As a consequence, one ideally positions oneself in a promising niche and does not have to fight with the top dog for potential customers.

More Brand Strategy Templates

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  • Positioning Cross

    Define for whom and for which needs the brand offers solutions

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  • Brand Purpose Board

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  • Buyer Personae

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  • Golden Circle

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  • Identity Prisma

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  • Brand Wheel

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  • Brand Values Card Deck

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  • Brand Key

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  • Brand Wheel

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  • Personality Sliders

    Define the brand personality: with the Brand Personality Sliders template.

    Marina Mengis

    Brand Strategy