↔️ The positioning model

A brand is the unique story that consumers recall when they think of you. This story associates your product with your customers’ personal stories, a particular personality, what you promise to solve, and your position relative to your competitors. Learn more →

1. Answer these three questions about your company.

<aside> 1️⃣ 這是什麼？

請具體描述。

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<aside> 2️⃣ 顧客獲得什麼好處？

如何改善顧客的生活？

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<aside> 3️⃣ 它的個性是什麼？

如果你的產品、公司或服務是一個人，而你在社交場合遇見他，你會如何描述？

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Avoid positioning exercises alone or in silos.
Describe it to a sixth grader.
Put your descriptions on a diet.
Don't stop until there's precision.
Introduce your company like you would a person.
Decide on one word to own.
Express the benefits from the point of view of the customer — not the company.
Learn more →

NatureBox Example

🔼 The branding pyramid

The pyramid model is a way to "level up" from the attributes that define your product to the benefits it delivers.

Then you can step into the emotional realm that makes a brand memorable. The "something bigger" can anchor your brand for decades. Learn more →

$$ \Large\textsf{Product attributes}\\ \downarrow\\ \textsf{Product benefits}\\ \downarrow\\ \textsf{Emotional benefits}\\ \downarrow\\ \textsf{Something bigger}\\ $$

2. Define the different levels of your branding pyramid.

Start from the bottom by defining the nitty-gritty, then work your way to the "something bigger."

<aside> 1️⃣ 產品特質

產品提供的「基本要素」— 為顧客帶來好處的內容。

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<aside> 2️⃣ 產品好處

你的產品如何改善顧客的生活？

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<aside> 3️⃣ 情感好處

如果你的產品能夠成功提供這些好處，你希望顧客有什麼感受？情感的觸發能讓品牌令人難忘。

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<aside> 4️⃣ 更遠大的願景

在未來十年或二十年，你的產品或服務將如何改變世界？放膽想像。

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Examples