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T 07 3821 3939 Suite 28, Level 1, Cleveland House 120 Bloomfield Street Cleveland Qld 4164 sustainablemarketing.com.au Long-term sustainable growth for businesses ABN 41 155 657 487 Positioning your brand for success Your brand positioning is the most important marketing activity to get right because it drives everything you do - your products or services, your prices, your distribution channel and your promotion. It is the specific image that you wish to convey to your target market. Positioning is one of the most challenging marketing activities and many companies struggle to get it right. Going through a brand positioning process will help you grow a sustainable brand that your clients’ value that is different from your competitors. 1. Identify your three “C”s. A successful brand strategy will address the following key questions. What do your Customers want? What does your Company do? How is your brand different from your Competitors? Market What do customers want? What do you do? Why is it different? 2. Create your brand’s core values. Come up with three or four words that describe the essence of your positioning. This needs to support your three “C”s above. Then test these with the three questions. Is it true that our customers want this? Do we (can we) offer this? Is this different from our competitors? T 07 3821 3939 Suite 28, Level 1, Cleveland House 120 Bloomfield Street Cleveland Qld 4164 sustainablemarketing.com.au Long-term sustainable growth for businesses ABN 41 155 657 487 3. Use your brand’s core values to drive your business. Develop your 4 “P”s based on your brand’s core values. These include your Product, your Price, your Place (distribution) and Promotion. Your brand’s core values will also drive investments in your business. For example, two of Sustainable Marketing’s brand values are knowledge and sustainability. So we invest in knowledge and sustainability which helps us progressively strengthen our competitive advantage. Four “P”s Product (company) Price Promotion Place (distribution) Going through this process will help you build a sustainable brand that your clients really value that is different from your competitors. Maria Anderson is the founding director of Sustainable Marketing is a certified practising marketer with the Australian Marketing Institute. Disclaimer Sustainable Marketing Services (Australia) Pty Ltd (“Sustainable Marketing”) has taken all reasonable steps to ensure that the marketing strategy or marketing implementation services provided at the time of reading this disclaimer is accurate and relevant to their business’s needs. Sustainable Marketing, its employees, its contractors or suppliers will act honesty and in good faith. Any person or company who relies upon any information provided by Sustainable Marketing does so entirely at their own risk. Sustainable Marketing accepts no duty or liability to such persons whatsoever. Sustainable Marketing uses good business practices when briefing and managing its staff, its contractors or its suppliers to increase the likelihood of good outcomes for our clients. Sustainable Marketing is not responsible for how clients’ implement recommendations. Sustainable Marketing selects team members that best suit clients’ business and financial needs. Sustainable Marketing shall not be responsible to clients or any third parties for any act, loss or damage caused by, Sustainable Marketing, its employees, contractors or suppliers. None of Sustainable Marketing’s staff, contractors or suppliers shall be liable for any losses or damages whatsoever (including, without limitation, consequential loss or damage) directly or indirectly arising from the use of this service. No Liability: this information is supplied “as is” and without warranties. Use of this marketing strategy or marketing services constitutes acceptance of the “No Liability” policy. If you do not agree with this policy, you are not permitted to use this service.