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LEGAL AND SYMBOLIC TAG
BRAND
POSITIONING
APPLICANT X
APPLICANT Y
APPLICANT Z
[brand positioning statement]
FOR [TARGET MARKET], I AM THE [FRAME OF
REFERENCE], WHO PROVIDES [POINT OF
DIFFERENCE] BECAUSE [REASON TO BELIEVE].
[how to get it right?]
RECRUITING INSTITUTIONS (YOUR CUSTOMERS)
• What is their positioning?
• What are their needs/wants?
OTHERS (YOUR COMPETITION)
• Who are they?
• What are they offering?
• What are their strengths and weaknesses?
• Who are they targeting?
YOU (YOURSELF)
• Who are you? What’s your current positioning?
• What are your strengths and weaknesses?
• Who do you want to be? What position do you want to claim?
[product pipeline]
Stream#1
Stream#2
Your Proposition
[brand communication]
AWARENESS
CONSIDERATION
PREFERENCE
OFFER!
HAVE A VISION!
HAVE A STYLE!
DELIVER YOUR PROMISE!
BE CONSISTENT!
REGULARLY ASSESS YOUR RELEVANCE!