At AMS, we have a weekly tradition: Podcast Palooza. Once a week, we all gather in our conference room and listen to a few of our colleagues share their reactions and takeaways from their podcast of choice and offer ideas on how it can be applied to our clients and our own company. It’s a small part of the week, but one that consolidates our internal brand as a company that participates in wider conversations, and that listens to the ideas of its employees.
Account Team member, Sean Donoghue, was among the presenters in this week’s Podcast Palooza. He broke down his favorite points from the Everyone Hates Marketers podcast. This podcast is a phenomenal content for marketers who are sick of the pushy sales methods, and in-your-face marketing. Louis Grenier is the host of the podcast and is far from your average, everyday business podcaster; edgy but innovative. He brings in great guests to talk about marketing strategies that are far from cookie cutter.
In this episode, Louis’ guest was Ulli Appelbaum, who has lead the strategy department of some of the world’s biggest marketing agencies. They talk about why brand strategy is so important, how Ulli created his unique positioning method, and the 26 types of brand positioning that will get the brand to stand out in consumers heads.
Here are some of the major takeaways Sean had from this episode!
Why Brand Positioning is Important
Brand positioning is extremely important to companies because it guides all activities of a company from product development to distribution, and everything in between. “It’s the north star that is going to guide all of the company’s activities.” There are 3 key pillars to think of when creating a positioning statement.
Pillar #1: What’s the frame of reference in which you position your brand?
When talking about your brand, how do you want your customers to recognize it? For example, let’s say your product is a drink of some sort. Do you want them to perceive your product as a soft drink, an energy drink, a sports drink, or another type of drink?
Pillar #2: What is the product or brand story?
This is all about transparency with the consumer. Every brand or product has a story that consumers can get behind. Invite your audience to be a part of that story.
Pillar #3: How do I want to engage and connect with my audience?
Do you want to connect with them emotionally? Tap into the deeper needs of the consumers? Comically? Or connect with them by speaking on brand purpose?
After going through a couple of these questions, you should have an idea of how to position your brand for your audience.
Different Positioning Types That Brands Can Use To Stand Out
Telling consumers how and where it started
Many brands use this today and it’s still one of the most effective strategies. This shows customers transparency into the brand on who they are, what they do, and why they do it.
Celebrating the ingredients
A great example is when car brands talk about the leather or the engine; it’s the ingredients of the product that make it great.
Think about where consumers use your product and position your product around that area
Are consumers using it at home after a long day of work? A little snack in the middle of the day? Wherever or whenever they use your product, own that place and time.
Resolving a category paradox
Breaking the norm in an industry will always catch the consumers attention. A great example is how Tesla broke the norm in the electric car industry. The paradox was – if you want an electric car, it’s not going to be very attractive or fast. The sporty look of Tesla’s Model X and the car running 0-60 MPH in 2.5 seconds shatters that paradox.
Creating a brand ritual
Studies show that if you ritualize an experience it enhances the benefit of the product. After all, it’s all about the experience of the customer with your product, right? Great examples of this are Coke with their Share a Coke campaign, virtually every beer company glorifying a beer at a ball game, and Guinness always saying that yes, our beer may take longer to pour, but quality takes time.
Here at AMS, we always incorporate unique positioning strategies into our creative strategy, advertising strategy, content strategy, and positioning strategy for our clients. Using these techniques will help customers connect with the brand or product.
Listen to the podcast: