BRANDING POSITIONING STATEMENT

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.

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

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”.

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.

Name

NAME CHOICES- Combine words that associated with the name you are envisioning.

What does your organization do?

CUSTOMER- Describe the characteristics of your ideal customer.

Additional observations:

CULTURE- Define the values that define how people are to interact with each other in your organization:

Additional observations:

VOICE- How do you want to sound to others?

Additional observations:

FEELINGS- What feelings will you like to evoke in your custmers?

Additional observations:

IMPACT- What tangible impact will you have in other people's lives?

Additional observations:

WOW FACTOR- Make a big idealistic statement, reach for the stars!

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.

Beauty

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

Completeness

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

Excitement

Bold
Exciting
Fascinating
Intriguing
Riveting
Tempting
Thrilling
Transform

Exclusivity

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

Gravity

Gargantuan
Gigantic
Huge
Intense
Massive
Gripping
Goddamn
Seriously

Happiness

Heartwarming
Inspiring
Profound
Zen
Alive
Light
Healthy

Humor

Funniest
Hilarious
Laugh
Ridiculous

Indulgence

Guilt
Guilt-free
Indulgent
Obsessed
Ravenous
Lazy

Impatience

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

Lust

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

Memorability

Captivate
Genius
Memorable
Undeniable
Unforgettable
Unpopular
Impressive
Embarrassing

Mind-Blowing

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

Novelty

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

Prestige

Expensive
Glamorous
Luxurious

Pride

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

Sadness

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

Safety

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

Savagery

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

Simplicity

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.

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

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

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

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

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

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.

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:

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.

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.

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.

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

Participant's name

Participant's e-mail

Persona's made-up name

Aproximate age

Children?

Persona's education

Identifiers- how is their mood? what type of content & media they use?

Goals

Challenges

What we can do to help?

Real quotes

Objections

Marketing messaging

Elevator Pitch

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.

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

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.

Say Hello!

BRANDING POSITIONING STATEMENT

BRANDING WHAT ARE THE BENEFITS OF ESTABLISHING A BRAND?

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

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

Brand Positioning Statement simple steps

Brand Positioning Statement text me if you need help

List of powerful words

Sample

WHAT CAN YOU EXPECT? attract those who share your values

1. Improve Name Recognition

2. Create Trust

3. Promote Advertising

4. Build Financial Value

5. Inspire Employees

6. Generate New Leads

PERSONAS DEFINING OUR CUSTOMERS

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

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

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

4. Craft your message

1. Male Persona ux sales persona

12 Brand Archetypes

What Keeps Your Customers Up at Night?