Writing a brand positioning statement

Hello

It’s critical that your target customer, customers and / or other stakeholders can connect your brand with the associations you want to create in their minds. Being able to articulate your brand positioning clearly and concisely is a core brand marketing skill that will help you do that.

This course breaks the process of writing a brand positioning statement into a simple and structured five step process. Each step of the process is supported by practical tools and templates that will enable you – and your team – to put the ideas being introduced into action at your organisation.

By the end of this course, you’ll be able to write your own brand positioning statement which can be used focus and inform your brand strategy.

 

 

Relevant and informative; above all, though, it was engaging — something that’s quite hard to do when you have a lot of information to take in and process. He offered relatable examples which helped really solidify some of the more abstract ideas of the course.

Alexandra Iordache, Communications and Branding Director – Faurecia Clean Mobility (USA)

 

Why take this course?

Benefits

Taking this course will help you:

• Understand the five steps that make up a positioning statement
• Write a positioning statement for yourself
• Structure and focus your brand positioning thinking
• Fine-tune your brand positioning statement based on Dr. Coleman’s top tips
• Support your teams with practical tools/advice so they can write a brand positioning statement for themselves.
• Enrol with confidence due to our no questions asked 30 day money back guarantee

Meet your workshop facilitator: Dr. Darren Coleman

Darren has over 25 years’ brand marketing experience spanning Europe, the Middle East, South East Asia and Japan. He specialises in helping brands retain relevance through brand experiences. Johnson & Johnson, FUJIFILM, Dubai Properties, Maybank, Orange, and PepsiCo are among the brands he has helped.

Darren holds an MA in marketing and a PhD in B2B services brand marketing. Darren recently authored Building Brand Experiences: A Practical Guide to Retaining Brand Relevance, published by Kogan Page for global distribution which is available in Korean and is due for publication in Mandarin / Turkish (2022).

 

Outside of work, Darren enjoys spending time with his wife and family, playing tennis, motor-boating, socialising, scuba diving, snoozing in his Mexican hammock, yoga and watching Birmingham City Football Club. Granted, some are more enjoyable than others. Darren can be connected with on LinkedIn

How is the content delivered?

Approximately 40 minutes of instructor-led video content broken down into:

• Introduction of key ideas/insights
• Application of practical tools & templates
• Relevant case studies to illustrate the point being made
• Frequent knowledge checks and an end of course quiz– to keep you engaged and check you’re on track

The course is split into shorter segments. Ideal for watching over a cup of coffee or with a cup of tea. To give you a feel for the content here’s a short clip:

 

Who has this course been designed for?

If you’re responsible for marketing, brand, brand experience, customer experience, corporate strategy, business development or corporate communications this course is for you. Consultants and advisers who work with brands will also find this course useful.

He has excellent knowledge in brand management with a very oriented methodologies. A mix of marketing and brand strategies lessons that really excites. 

Dércio Costa, Senior Brand Manager at Heineken Mozambique

What does the course cover?

• Learning objectives
• Welcome and thank you
• What is brand positioning?
• Structuring your brand positioning statement
• Step 1: Define target customer(s)
• Step 2: Specify brand name
• Step 3: Identify jobs to be done
• Step 4: Define differentiated benefits
• Step 5: Giving reasons to believe
• Brand positioning statement: Worked example
• Course recap
• Action planning – putting the insights you’ve acquired into action
• Learning objectives – revisited

Selected case studies

To illustrate how the ideas this course introduces work in practice case studies from around the world are used. Here are just a few examples:

Additional resources

When you register for this course, you’ll be able to download the following FREE resources:

• Brand positioning statement overview
• Brand positioning statement template
• Brand positioning statement worked example

100% Money Back Guarantee

How long can I access the course content for?

90 days. During that time you can review the materials as many times as you like!

Disclaimer

This course contains some copyrighted material, the use of which has not always been specifically authorised by the copyright owner.

This content is freely available online. It is used in a reasonable effort for comment, criticism (in a very small number of cases) and review in order to report on best practice in ways that support this course. The use of this material does not adversely affect the market for the original work. Original sources are acknowledged after course enrolment.  

For the avoidance of doubt, all content, unless otherwise expressly stated, is not owned by Wavelength Marketing Ltd and no copyright is stated / intended. All rights reserved to the copyright owners.

If you haven’t taken Delivering Brand Driven Growth then taking this course is a mighty fine place to start. It will give you a feel for the type of thinking we share in Delivering Brand Driven Growth and provide a great introduction to the course.

Feature image credit: Chinh Le Duc

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