Carving out an ownable brand position is essential. A brand position:
-Allows your brand to stand out from the competition
-It defines how your brand meets the customers’ needs
-It sets the tone for your marketing strategy
But what makes a brand position ‘ownable’? What makes it so that your brand is the only one that can occupy that specific space in a customer’s mind?
These are the qualities of a truly ownable brand position:
-You can implement it. There’s a clear path for how to carry it out in designs, text and every other marketing touchpoint.
-An ‘ownable’ brand position meets the needs of the customer in a unique way. This doesn’t mean that it solves a need that isn’t there. Instead, it speaks to a need that none of your competition is currently solving.
-It’s customer-focused. The brand position isn’t about how great you are but it’s about how the customer benefits from interacting with your brand, how their life will be improved.
-It speaks to who your organization is on every level. This one is key. An ‘ownable’ brand position means that your internal team embodies the brand position just like your marketing does. And your product serves that same mission. You don’t just talk the talk but you can walk the walk.
-It’s simple. Simple. Simple. Simple. You don’t need to over complicate your brand and it’s positioning. An ‘ownable’ brand position is something that is clear and concise.
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