Stop competing on price and relying on referrals. Define your positioning, claim a point of differentiation and let the clients come to you.
Positioning is the absolute core of your brand message and the best way to differentiate your business from lower-priced competition while attracting higher-value clients. But, doing it right can be just plain difficult. We're here to make it easier.
Table Of Contents
Pg 4 - What's in a Brand?
Pg 6 - The Strategic Branding Process
- Brand Strategy
- Visual Identity
- User Experience
Pg 8 - Why Positioning?
Pg 10 - What if I just......
- got more clients?
- increase my marketing?
Pg 12 - A logo is not a brand
Pg 14 - What makes us qualified to Position your business?
Pg 16 - Action Step 1 - Choose Your Who
- Ideal Customer Worksheet
Pg 20 - Action Step 2 - Find Your Differentiation
- Positioning Worksheet
Pg 24 - Action Step 3 - Writing the Positioning Statement
- Positioning Statement Worksheet
Pg 28 - Action Step 4 - Develop an Action Plan
- Positioning Action Plan Worksheet
Pg 30 - Action 5 - Validate Your Findings
- Sample Introduction Email
- Sample Perception Survey Questions
Pg 34 - Bonus: Action Step 6 - Write Your Value ProPosition
- Value ProPosition Worksheet
Pg 37 - Final Thoughts
First 3 Pages
The Definitive Guide to Positioning Your Brand
You've taken a big steps towards positioning your brand, attracting more, higher-quality clients and attaining the type of differentiation you'll need to truly step above your low-priced competition.
Before moving on, take a second to acknowledge that. We've seen companies in a business for decades who never make it as far as that.
At RedTrain, we love working with the movers and the shakers. The socially aware and the ambitious organizations looking for a realignment with themselves, who they are and what they can be in the hearts and minds of their customers.
Welcome to the next step.
Pg 4 - What's in a Brand? 4
Pg 6 - The Strategic Branding Process 6
- Brand Strategy 6
- Visual Identity 7
- User Experience 7
Pg 8 - Why Positioning? 8
Pg 10 - What if I just...... 10
- got more clients? 10
- increase my marketing? 10
Pg 12 - A logo is not a brand 12
Pg 14 - What makes us qualified to Position your business? 14
Pg 16 - Action Step 1 - Choose Your Who 16
- Ideal Customer Worksheet 19
Pg 20 - Action Step 2 - Find Your Differentiation 20
- Positioning Worksheet 23
Pg 24 - Action Step 3 - Writing the Positioning Statement 24
- Positioning Statement Worksheet 27
Pg 28 - Action Step 4 - Develop an Action Plan 28
- Positioning Action Plan Worksheet 29
Pg 30 - Action 5 - Validate Your Findings 30
- Sample Introduction Email 32
- Sample Perception Survey Questions 33
Pg 34 - Bonus: Action Step 6 - Write Your Value ProPosition 34
- Value ProPosition Worksheet 36
Pg 37 - Final Thoughts 37