intensive brand positioning program season 2 all …€¦ · introduction • in our last live call...

INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2

Quick Intro / Recap

Preparing For Your Category Class

Next Time

Unbinding and Binding

SEASON 2LESSON #11AGENDA

INTRODUCTION

• In Our Last Live Call I Presented My Workflow and Worksheet

INTRODUCTION

• For defining our Positioning Platform

INTRODUCTION

• But Before We Can Set a Positioning Platform, We Really Should Define

Our Category Class

INTRODUCTION

Our Category Class

• Based on the Positioning Venn and the ‘Sweet Spot’ Venn and using the

Elements in The Positioning Matrix (Elements AND Environment!)

INTRODUCTION

Our Category Class

• Our Target and Their Needs / Pain Points

INTRODUCTION

Our Category Class

• Our Competitors and Their Positioning ‘Promise’

INTRODUCTION

Our Category Class

• Our Competitors and Their Positioning ‘Promise’

• Our Own Positioning Promise

INTRODUCTIONTHE SWEET SPOT VENN

OBJECTIVE:

PRESENT A UNIQUE

POSITIONING (TO INFLUENCE

YOUR TARGET IN FAVOR OF YOUR

BRAND)

OBJECTIVE:

PRESENT A UNIQUE

BRAND)

EFFECTIVELY DE-POSITION THE

BENEFIT PROMISED BY YOUR

COMPETITORS

OBJECTIVE:

PRESENT A UNIQUE

BRAND)

EFFECTIVELY DE-POSITION THE

BENEFIT PROMISED BY YOUR

COMPETITORS

CREATE A CATEGORY CLASS

A FEW INITIAL CONCEPTS

• A Few Initial Concepts Will Help Us Navigate The Complexities of

Defining Our Own ‘Sweet Spot’, and How Best to Accomplish Our MOST

IMPORTANT OBJECTIVE:

A FEW INITIAL CONCEPTS

• A Few Initial Concepts Will Help Us Navigate The Complexities of

Defining Our Own ‘Sweet Spot’, and How Best to Accomplish Our MOST

IMPORTANT OBJECTIVE:

• DE-POSITION OUR COMPETITORS

CONCEPT 1: NAIL THE DE-POSITIONING FIRST

• It May Appear Easy to State Our Pro-Active Positioning Promise, Since It’s

Based on Something We Already Know Very Well: Our Own Brand and What It

Offers

• BUT… If we don’t define our DE-POSITIONING factor first, we’ll likely have

to retrofit our Positioning

Offers

• So we need to define our strongest DE-POSITIONING avenue first

Offers

• And we can ONLY do this based on understanding THREE THINGS:

Offers

• Our target’s needs and pain points

Offers

• What our competitors are offering to solve these

Offers

• What our competitors are offering to solve these

• Where is their vulnerability

CONCEPT 2: UNBINDING

• Unless You Invent Something Completely Brand New, You Are Not the ONLY

Brand (or Product or Service) Offering What You Are Offering

• So you have competitors

• So you have competitors and these competitors are offering something

that your desired targets are currently using, buying or considering

• And for whatever reasons they have, your targets feel that their needs or

pain points are being addressed as best as possible

that your desired targets are currently using or buying

• So YOUR job is to convince them otherwise

that your desired targets are currently using or buying

• So YOUR job is to convince them otherwise

• And get them to “un-bind” themselves from your competitors

• The ‘Binding’ Between Your Target and Your Competitors Occurs in the Mind

of Your Target

• THIS IS WHY YOU DON’T BUILD YOUR BRAND, YOUR CUSTOMERS or

CLIENTS BUILD YOUR BRAND

of Your Target

• IT ALL HAPPENS IN THEIR MINDS

of Your Target

• And if They are ‘Bound’ to Your Competitor, They are NOT FREE to Shift Brand

Allegiance to Your Brand

of Your Target

• So you need to ‘UN-BIND’ them from your competitors

of Your Target

• So you need to ‘UN-BIND’ them from your competitors

• THIS ALL HAPPENS IN THEIR MINDS

DE-POSITIONING = UNBINDING

• It’s the DE-POSITIONING Aspect That Effects the UNBINDING

• And they HAVE to be ‘UNBOUND’ before they can be ‘NEWLY BOUND’ to

your brand or product or service

• THIS IS WHY WE HAVE TO NAIL THE DE-POSITIONING FIRST

• And why the De-Positioning is the aspect that makes Positioning work

• And we Already Know that De-Positioning Results from Either

• DOUBT

• DISSATISFACTION

• DOUBT

• DISSATISFACTION

• So We Look For Competitor Vulnerabilities to Seed the ‘UNBINDING’

CONCEPT 3: LET THEM UNBIND THEMSELVES

• Since ‘UnBinding’ (the Process Where Your Target Disconnects From the

Level of Confidence They Have in Their Current Choice of Brand, Product

or Service) Happens in Their Mind

• You cannot FORCE it

• But you CAN TRIGGER it

• And you can do this most effectively by sparking the process in their mind

• Pose a question that results in the answer you want them to come to

• Pose an aspiration they will clearly think ‘YES, I WANT THAT’ to

• Avoid causing them to feel they made a previous bad decision

• Pose a question that results in the answer you want them to come to)

• Avoid causing them to feel they made a previous bad decision

• Let THEM UNBIND THEMSELVES (it happens quickly)

CONCEPT 4: RE-BINDING

• ‘Re-Binding’ Refers to the Process Where Your Target First ‘Acquires’ Their

Connection to Your Brand

• They are ‘fragile’ – they’ve just been separated from what they believed

was a solution to their needs or pain points

• They are doubtful, dubious, skeptical, disappointed, perhaps even angry

• They will approach your brand with a need for a great sense of confidence

• Not in your brand or your brand’s promise

• Not in your brand or your brand’s promise, but IN THEIR DECISION

• This happens through immediate rewarding opportunities based on

the vulnerability you just used to UNBIND them!

CRAFTING YOUR CATEGORY CLASS

• As we Move To Crafting Your Positioning Platform and Positioning Messaging,

and we First Define Your Category Class, we Need to Fulfill Several Objectives:

• Need to nail our De-Positioning to seed doubt or dissatisfaction about our

competitors’ vulnerability

competitors’ vulnerability (turn it into a perceived weakness or risk)

• Need to use our Positioning to present the counterpoint

• Need to use our Positioning to present the counterpoint (as a strength,

path to success, and elimination of need, pain points or risk)

• Need to make a promise we can deliver on quickly (at least in part)

• Need a way to give recognition to the target that they made a good

decision

CHECKLIST PRIOR TO CREATING A CATEGORY CLASS

• Are You Ready to Define Your Category Class?

• Do you TRULY know who your target is, including all refinements?

• Do you TRULY know what their pain points, needs or aspirations are?

• Do you ACCURATELY know your competitor set?

• Do you ACCURATELY know your competitors’ brand promise, that your

targets believe are solving their pain points or needs?

• Do you see a vulnerability you can exploit to De-Positioning (UNBIND)?

• Have you defined your PROACTIVE Positioning?

• Are you SURE it does not overlap what your competitors are promising?

NEXT TIME

• In The Next Lesson I Will Teach You About Critical ‘Brand Traps’, and How to

Avoid Them

NEXT TIME

• In The Next Lesson I Will Teach You About Critical ‘Brand Traps’, and How to

Avoid Them

• And we’ll take a very close look at ‘The Tagline Trap’

intensive brand positioning program season 2 all …€¦ · introduction • in our last live call...

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