In Brand Positioning Statements 101, we introduced the subject of Brand Positioning Statements as an important brand positioning variable. Specifically, we described them as brief, four-part formula to a brand’s “essence” (relative to target, competitive set, value proposition and USP).
Today’s dispatch addresses the first component of a Brand Positioning Statement: Targeting.
Without targeting, a brand wanders, and sales and marketing activities are inefficient –not nearly as effective as they should be.
The Brand Positioning Statement begins by describing the preferred (or “opimum) target audience –a group of people predisposed to chose and remain loyal to the brand; the group of people the brand is most suited for.
Targeting doesn’t eliminate people, it simply defines a perfect match. In fact, often it happens that targeting attracts people that don’t actually fit the targeting model but aspire to.
For instance, Gatorade’s optimum target might possibly be described as “the serious-minded, sweaty male athletes”, yet the majority of Gatorade customers include everyday people that choose Gatorade because if satisfies the requirements of a serious, sweaty male athlete, it’ll be more than adequate for their needs as well.
Another good example of targeting is found in the Harley-Davidson brand. Many Harley buyers aren’t actually biker renegades, they just want a taste of that lifestyle on weekends.
BRANDLAND CHALLENGE: Tune in next time for more Notes From BrandLand including The Brand Positioning Statement Part Two/Targeting
# # #
– Tim Bryant, Spartanburg