BRANDING POSITIONING STATEMENT

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BRANDING WHAT ARE THE BENEFITS OF ESTABLISHING A BRAND?

Establishing a brand helps define your organization’s uniqueness; answer the questions that “keep customers up at night”; promote unity in the team, add enthusiasm to the mission, provide measurable economic results, saves money in marketing; empowers the customers in the exploration of their lifestyle.

Table of Contents

START WITH THE WHY? What are your core values? What do you stand for? What makes you get up in the morning (besides money)?

WORDS ARE SPELLS USE THEM CAREFULLY

At Orange Snowman we are strong believers in people being the architects of their own lives.

WORDS ARE POWERFUL LET THE LAW OF ATTRACTION WORK ON YOUR BEHALF

Why is it that some brands can’t keep up with demand while others fall flat? Because their marketing is well-thought-out, and they understand that words trigger emotional responses. We as people respond to these impulses which become great motivators to do things such as clicking on the “buy now button”.

Brand Positioning Statement simple steps

The brand position exercise below will help us develop a successful company name, define who your ideal customer is, describe the type of organization you represent, the voice in which you want to be heard, the feelings you want to provoke in others, the tangible impact you want to provide and finally an aspiration we all can get behind. 

Brand Positioning Statement text me if you need help

federico sandoval utah desert
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This is a printed version of this form, use it if you find it useful.

List of powerful words

To help you in the process of discovery, we have organized and collected a list of insightful words, but you can come up with your own. We encourage you to have a notepad handy.

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Begging
Crave
Decadent
Delirious
Fantasy
Forbidden
Irresistible
Naked
Provocative
Seductive
Sexy
Sinful
Tantalizing
Satisfy

Completely
Copy
Detailed
Essential
Impenetrable
Meticulous
Overcome
Painstaking
Practical
Recreate
Replicate
Relentless
Ultimate
Master
Perfect
Super
Create
Step-by-Step
Best
Truly
Packed
Extremely
Deep
Better

Bold
Exciting
Fascinating
Intriguing
Riveting
Tempting
Thrilling
Transform

Admit
Breaking
Confess
Confession
Divulge
Elite
Emerging
First
Hidden
Insider
Little-known
New
Popular
Priceless
Rare
Release
Reveal
Secret
Sly
Sneak-Peek
Sneaky
Special
Stealthy
Trend
Truth
Unadulterated
Unconventional
Uncovered
Undercover
Underused
Unique
Unseen
Untapped
Worst

Gargantuan
Gigantic
Huge
Intense
Massive
Gripping
Goddamn
Seriously

Heartwarming
Inspiring
Profound
Zen
Alive
Light
Healthy

Funniest
Hilarious
Laugh
Ridiculous

Guilt
Guilt-free
Indulgent
Obsessed
Ravenous
Lazy

Amp
Blast
Ignite
Jumpstart
Kickstart
Launch
Quick-start
Speedy
Supercharge
Turbocharge
Smuggle

Begging
Crave
Decadent
Delirious
Fantasy
Forbidden
Irresistible
Naked
Provocative
Seductive
Sexy
Sinful
Tantalizing
Satisfy

Captivate
Genius
Memorable
Undeniable
Unforgettable
Unpopular
Impressive
Embarrassing

Alluring
Amazing
Astonishing
Astounding
Awesome
Badass
Bomb
Brilliant
Catapult
Charming
Defying
Delicious
Delightful
Dreamy
Epic
Explosive
Exquisite
Greatness
Heavenly
Incredible
Jaw-dropping
Kickass
Legendary
Mesmerizing
Mouth-watering
Nail
Spellbinding
Sublime
Triumph
Unbelievable
Unleashed
Polarizing
Dominate

Challenge
Discover
Extraordinary
Hack
Latest
Life-changing
Magic
Miracle
New
Remarkable
Revolutionary
Sensational
Shocking
Spoiler
Startling
Suddenly
Surprising
Unexpected
Strange
Weird
Odd
Unusual

Expensive
Glamorous
Luxurious

Absurd
Achieve
Awkward
Blunder
Clueless
Cringeworthy
Dumb
Fail
Fail-Proof
Failure
Faux Pas
Fool
Foolish
Idiot
Lame
Last
Mediocre
Mistake
Obvious
Pitiful
Reject
Rookie
Ruin
Senseless
Shameful
Silly
Stupid
Success
Threaten
Triggers
Unknowingly
Useless
Waste

Alarming
Crushing
Dead
Deceptive
Devastating
Excruciating
Exposed
Heartbreaking
Sadly
Shaming
Suffer
Avoid
Demoralizing
Problem

Accuse
Assault
Beware
Broke
Catastrophe
Caution
Cheat
Dangerous
Diagnosed
Dirty
Emergency
Ethical
Exactly
Fierce
Hoax
Horror
Jeopardy
Lifetime
Protect
Provoke
Punch
Recession-Proof
Sacred
Safe
Scam
Scared
Shaking
Signs
Survive
Terrifying
Unstoppable
Belong
Promise
Stop

Agonizing
Apocalypse
Armageddon
Battle
Corrupt
Crazy
Deadly
Disgusting
Fight
Frenzy
Hate
Insane
Lunatic
Menacing
Painful
Poison
Rowdy
Sabotaging
Savage
Sins
Struggle
Treacherous
Uncontrollable
Vicious
Violent
Weak
Wild
Dying
Horrifying
Attack
Traumatized
Insult
Horribly
Hell

Begging
Crave
Decadent
Delirious
Fantasy
Forbidden
Irresistible
Naked
Provocative
Seductive
Sexy
Sinful
Tantalizing
Satisfy

Sample

Statement:

Name of company? Orange Snowman
What we do? Provide branding services
Characteristics of the ideal customer? Innovative/generous individuals and organizations
Culture-how do you like to work with others? Structured playfulness
Voice, how do you want to sound to others? Empathic & professional
What feelings will you services bring to others? Aw, pleasant surprise
What is the tangible Impact? More money, better leads, and more visitors
Wow factor? Make the world a more delightful place

Putting it together:

Orange Snowman provides branding services to innovative organizations. We like to work with others in an environment of playful collaboration. We want others to think of us as knowledgeable and passionate about what we do. We believe that our work can enhance the economic life of our customers while creating experiences that make this world a happier place.

WHAT CAN YOU EXPECT? attract those who share your values

Attract the things you truly want by organizing your thoughts and actions in order for them to be clear and precise. 6 of the top benefits of implementing a brand strategy include:

1. Improve Name Recognition

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The company logo is one of the crucial components of a brand. The logo gives your business a face that customers can see. The golden arches of McDonalds or USPS’ mighty eagle logo all give these companies a ‘face.’ Although simple, logos are quite easier to remember than company names. This can be seen with the likes of Microsoft, Apple, and Coca-Cola that use simple yet memorable logos for their businesses.

2. Create Trust

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Branding gives your business a sense of trust and credibility. Many of us would rather buy a product from a well-known, legitimate, and polished brand as compared to a faceless brand. Such emotional reactions can be real influencers, especially where there are several market players.

3. Promote Advertising

Branding creates a definable impression that customers can understand. It is through the definability that helps advertisers reach out to target and even potential clients with ease. One thing about branding is that a good name/face helps a company grow and even creates the potential to expand beyond borders. Without a brand, any advertising methods and strategies wouldn’t yield anything significant.

4. Build Financial Value

attract wealth
A strong brand paves the way for a promising future while a weak one spells doom. One way to understand the value of a good brand is with the stock exchange market. Companies are evaluated with their assets, with the brand playing a huge role in this. Companies with a stronger brand will under most instances have a higher value and perceived as successful. This makes it easy for the company to roll out IPOs, or take loans, and even introduce new products with a high success rate. It is for this reason companies work hard to make their brands stronger.

5. Inspire Employees

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Many of the loyal and trusted employees need more than just work, they need something they are proud to be associated with. As long as your employees understand what your mission in business is, they can then embrace it, then work hard to help you achieve greater goals. The brand gives the employees an inspiration and reason to go to work every day.

6. Generate New Leads

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Some of the best-performing companies today have word of mouth or referrals to thank for their success. Simply giving your customers a quality product or service makes it easy for one to refer a friend to you. As this goes by, your company brand starts getting attention, and before you know it, the brand is famous. Having a product from some of the successful companies/brand gives a sense of satisfaction that you would not feel with a ‘faceless’ unpopular name.

PERSONAS DEFINING OUR CUSTOMERS

The brand position exercise below will help us develop a successful company name, define who your ideal customer is, describe the type of organization you represent, the voice in which you want to be heard, the feelings you want to provoke in others, the tangible impact you want to provide and finally an aspiration we all can get behind. 

1 persona questions

1. Fill in your persona’s basic demographic information.

Ask demographic-based questions over the phone, in person, or through online surveys, some people are more comfortable disclosing personal information like this. Here’s an example of how you might complete Section 1 in your template for one of your personas:

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2. Share what you’ve learned about your persona’s motivations.

This is where you’ll distill the information you learned from asking “why” during those interviews. What keeps your persona up at night? Who do they want to be? Most importantly, tie that all together by telling people how your company can help them.

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3. Help your sales team prepare for conversations with your persona.

Include some real quotes from your interviews that exemplify what your personas are concerned about, who they are, and what they want. Then create a list of the objections they might raise so your sales team is prepared to address those during their conversations with prospects.

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4. Craft your message

Tell people how to talk about your products or services with your persona. This includes the nitty-gritty vernacular you should use, as well as a more general elevator pitch that positions your solution in a way that resonates with your persona.

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1. Male Persona ux sales persona

  1. What are your personas basic demographics?
  2. What are your persona’s motivations, goals, challenges, and possible solutions?
  3. What keeps your persona up at night?
  4. How would you pitch to your persona?

12 Brand Archetypes

Build Brands That Feel Alive!

Once you understand how powerful brand archetypes are, it becomes much easier to build brands.

Carl Jung introduced the concept of archetypes. He believed they were models of personalities, behaviors, or people. He suggested that archetypes were inborn tendencies and play a critical role in influencing human behavior.

The archetypal framework in branding helps create a persona. The most effective brand personas are developed by solidly identifying with one core archetype.

Businesses do their best when they are clear about the archetype that is most true to their vision, mission, and values.

Archetypes are a brand’s heartbeat since they communicate a meaning that helps customers relate to your brand as a living thing. They help to define your brand, which allows your customers to care about it and develop a close relationship with it. 

What Keeps Your Customers Up at Night?

Once you understand how powerful brand archetypes are, it becomes much easier to build brands.

Carl Jung introduced the concept of archetypes. He believed they were models of personalities, behaviors, or people. He suggested that archetypes were inborn tendencies and play a critical role in influencing human behavior.

The archetypal framework in branding helps create a persona. The most effective brand personas are developed by solidly identifying with one core archetype.

Businesses do their best when they are clear about the archetype that is most true to their vision, mission, and values.

Archetypes are a brand’s heartbeat since they communicate a meaning that helps customers relate to your brand as a living thing. They help to define your brand, which allows your customers to care about it and develop a close relationship with it. 

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