Marketing

Positioning

Positioning is finding and establishing your niche, the distinctive role you play in the marketplace.

A positioning statement defines the organizations' uniqueness — its focused niche. It provides the basis for reputation.

Positioning is long-term and strategic.

When you have successfully positioned your organization, people recognize who you are and what you do. It makes sense to them.

Branding

Branding is positioning by another name.

Brand: The meaning and reliable promise associated with a product; its reputation.

Brand: Uniquely identifies one product from others. Well-recognized name, slogan, sign, symbol, or combination of same, evokes associations with the product.

Brand Equity: The sum of the strong, favorable, and unique associations evoked by the product; and the number of customers holding these associations.

Brand Equity is built by maintaining and increasing:

Perception — "I've heard of them."
Preference — "I have a positive association."
Choice — "I buy from them."

Brand Equity declines without deliberate, continuous efforts due to:

Competition
Shifting markets
Changing definitions of value

Promotion

Promotion involves choosing and using the most effective combination of tools for campaign:

1. Gear the materials and techniques to the audience.
   1. How does your target audience live or work?
   2. Where do they go?
   3. What are they most likely to look at, listen to, or read?
   4. Who do they respect and pay attention to?
2. Plan how each tool can be used to the maximum effect.
3. Pick the right mix of techniques and stay within your budget.
4. Repeat your message frequently over an extended period of time.
5. If it worked, do it again.
6. Never abandon the basics.
7. Stay the course.

We're interested in hearing your ideas and comments, or if you need more specific information, please send us an email.