Download simple brand positioning template (download here)

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?
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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
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Promotion
Place (distribution)
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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.
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