Brand Positioning: Own a Clear Place in Your Customer's Mind
Brand Positioning & Category Strategy: leave with a perceptual map, points of parity/difference and a tested positioning statement.
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Learn this topic with a mentor
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- Bring your own work — code, campaign, report or plan
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- Time, format and fee confirmed by email first
What this session would cover
Proposed outline — the mentor finalises the agenda once this topic is scheduled.
- 1Why brand positioning & category strategy matters — the common problem: The brand sounds like every competitor, so customers compare on price alone.
- 2Core concepts in plain language: Positioning statements, competitive frames of reference, category positioning, points of parity, points of difference, perceptual mapping
- 3Going further: niche positioning, premium positioning, challenger positioning, category creation, category leadership, repositioning
- 4Framework walkthrough: Positioning Statements, Perceptual Maps, Points of Parity and Difference
- 5Practical workflow, built live: A perceptual map, points of parity/difference and a tested positioning statement.
- 6How to measure it: Aided and unaided awareness, Brand associations, Relevance, Consideration, Preference
- 7An illustrative case (a fictional example, not a client result), then live Q&A on your own situation
Who it's for
- • Founders and business owners
- • Brand, marketing and design teams
- • Freelancers and agencies building brands for clients
You'd leave with
- A perceptual map, points of parity/difference and a tested positioning statement.
- A working understanding of Positioning Statements and Perceptual Maps
- A short list of measures to track: Aided and unaided awareness, Brand associations, Relevance
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