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Hello there, I’m Jim Glover, That Branding Guy, for Once a Day Marketing. Today is Smart
Monday, thanks for tuning in again. I hope we are continuing to provide you with ideas
and inspiration for you to market your business every day. We are going to conclude our series
on the 7Ps of Marketing with Positioning. Not everyone includes positioning in the 7Ps
but, heck, it starts with a P so I like to make it part of the 7Ps.
What is Brand Positioning? Well, there are really two parts to it. There is a physical
component and there is a psychological component.
Related to the physical component, what you are trying to do is use the 7Ps, which we’ve
talked a lot about here at Once a Day Marketing, to create product benefit appeal to your target
customers. On the psychological side, what you are trying to do is create an impression,
a favorable impression, in the minds of your target customers about your brand, a slightly
different process.
Let me give you an example. Imagine if I produced a great workout tape that really got your
body in shape. Now, what if I branded that product Buns of Steel? It conjures up a certain
image in your mind, doesn’t it, immediately. Kind of an image of how I want my body to
be, that fit. I am going to go out and buy this product.
Imagine if I had that same video, didn’t change a single thing in it, but I called
it Buns of Pudding. Now all of a sudden you have a different impression in your mind of
what that product benefit is and you may not buy the product even though they are exactly
the same in both cases.
What are some of your goals for brand positioning? Well, first you want to try to become ranked
number one in some dimension of the purchase in the mind of your customer. Think about
that, think about being number one. Can you remember who got second in the Super Bowl?
Can you remember who got second in the 100 meters at the Olympics? Being number one can
be very important with respect to brand positioning. It just seems to lock into the customer’s
mind.
Next you also want to think about the physical benefits and the emotional benefits that you
are providing to your customers. You want them to understand exactly what they are getting,
but you also want them to understand how they are going to feel with respect to the purchase
as well.
Let’s use our Taco Stand example to define brand positioning a little bit more. Let’s
say a customer comes into town and they are looking for authentic, fast, inexpensive New
Mexican cuisine. There are a lot of high end restaurants that really are authentic, but
they are not fast and they are not inexpensive. One the other side of the coin you have the
McDonald’s here in New Mexico. They are very inexpensive, they are fast, but they
don’t serve authentic New Mexican cuisine. Ah, but now what is the positioning of our
taco stand? Very authentic food but also very fast and inexpensive. So, in the minds of
customers that taco stand commands a number one positioning with respect to the client’s
criteria.
I’ll be talking a lot more about brand positioning in the future because it’s such an important
topic to understand and implement.
Thanks for joining me today on Smart Monday. Be sure to stop by tomorrow if you can for
Strategic Tuesday. If you need some branding support please contact me to discuss a one
on one service engagement. That contact information can be found at the end of this video tip.
I’m Jim Glover, That Branding Guy; for Once a Day Marketing and we’ll see you next time.