Blog

What's in a name?

Brand postitioning

What’s in a name? In today’s competitive world, a name is everything. A name, often, is the first thing that a potential customer sees of your site. It’s everything. Naming also relates to brand positioning:  what your business offers and who it’s trying to get to take up that offer.

At its very core, brand positioning is the impression you want your business to create in the consumer’s mind. You want your business, and what it does, to ‘build a home’ so to speak with your consumer. This is identifying a niche market and then utilising it through typical marketing techniques. This includes setting it apart from the competition; making it (at least seem) better than the other products in some way.

The best way to begin is with a Brand Positioning Statement, which you should organise like this. Note: while this is an important inception, don’t worry too much about it. You should know the answers to these questions naturally;  this is just putting it down on paper.

WHO — who are you selling to? What demographic are they in? What are they interested in, and why are they interested in your product?

CATEGORY — what is your product? Try to write this in five words or less — you can extend this later. For now, just stick to the core idea behind your product.

WHAT — what does your product do? This is where you get to extend the idea from CATEGORY. For instance, do your milkshakes allow consumers a guilt-free and healthy treat that is the best around? Include the benefits of your product, and the promises your business makes behind these products.

WHY — hopefully this isn’t the hard part. Provide evidence to support your WHAT.

Continuing the milkshakes example: all natural, organic and locally sourced ingredients? Taste tests?

Now think of this as the heart of your business. Your brand branches out from here. For more information on brand positioning, give us a bell!

Now — where are some good examples of brand positioning? The best examples are the ones that associate perfectly with the product.

Apple’s ‘Think Different’ differentiates both the brand, and its products, from the competition. Additionally, this creates a relationship and psychological connection with the consumer. http://www.youtube.com/watch?v=nmwXdGm89Tk 

Mercedes-Benz is based on quality and high price.

http://www.youtube.com/watch?v=6lwWR3vLq_E

Now...some bad examples.

Colgate once tried to expand into pre-packaged food under the guise that people would trust it more. You guessed it — that didn’t work. Minty fresh and lasagne aren’t really killer marketing facets.

Chevrolet, believe it or not, spent a little time trying to make their brand more consistent. Seemingly fair enough, except for the fact that they saw this as trying to reduce the usage of the term ‘Chevy’ and instead go for the full Chevrolet.

When Panasonic extended into computers they associated a cartoon character with the new product. As if this wasn’t stupefying enough, they wanted to extend the ‘theme’ associated with the product. Therefore they did the following… They named the device ‘The Woody’, its touch screen functionality ‘Touch Woody’ and the automatic Internet browsing technology ‘Internet Pecker’. We’re not kidding! That actually happened.

 

 


Add your Comment

   
 
 
 
 
   

Fields marked with * are mandatory

Recent Posts


Engaging with the New Zealand Rural Sector
What is a Marketing Audit?
Things franchisees should know about digital marketing
Are you as accessible to your customers as possible?
Why we partner with Google and why you should partner with us
Social Media trending in New Zealand
Ideas for Fonterra?
Coffee to go?
The Importance of Mobile
Farming in the city?
The future of delivery?
The future of lunch at your desk?
Digital Priotiries
Merchants of Doubt
Are you fully booked?
Successful Business Networking: #3 – Fire!
Where does e-commerce fit in your business?
Successful Business Networking: #2 – Aim!
Successful Business Networking: #1 Ready!
Does your business strategy reflect digital reality?
Google has spoken!
7 Daily Promises That Create Sales Success
Starting and growing your own business
Brand storytelling
New Zealand beats Australia!
What are your potential customers thinking about?
Digital Marketing – Part 2
2014 search behaviors
Google keeps us on our toes!
Don’t settle for second best marketing
Are you digital savvy?
Digital Marketing: Getting with the programme – Part 1
Blogging your way to success
Information on the move?
Social media laggards (Why is New Zealand’s reputation as early adopters only partly true?)
What are New Zealand’s senior managers frightened of?
7 Tips on creating a business blog that works!
Facing up to the digital facts
The ‘must’ of mobile communication
Tough times need fresh eyes?
Getting to the heart of marketing success with a tight marketing budget
Don't wait!
Tips on increasing your Yelp reviews
Hashtags and why you should use them
What’s Your Best Social Media Marketing Tool?
A tongue in cheek look at some well known brands.
Nostalgia is in!
What sparked that?
Cool social media tools
Digital Multi Tasking
Wi-Fi Tech Statistics you should know
Digital Television Consumption
Power to the People
What’s hot in Social Media
Statistics you shouldn't miss
Technology Takeover!
The history of mobile phones
Looking to increase your Twitter profile?
Lessons from the Music Industry for all businesses
If you thought Google was key to the digital future – look at them now
10 terrible examples of slogan translation
Getting your A into G with Social Media Marketing
Brands We Trust
What's in a name?
Live tweeting...what is it?
Google’s new Android operating system
Is pluk just a fad, or is it important for advertisers?
Twitter’s Conversation Changes
Domino’s DomiCopter — a glimpse of the future, or just a marketing gimmick?
What does Facebook’s graph search say about the world we live in?
Using LinkedIn for business
FlashBack — The 13 Best Commercials of 2012
10 Great Examples of Pinterest brand usage
What does the Latest Penguin algorithm mean for search results and business?
What are YouTube paid channels?
Is the Zero Moment of Truth still relevant since its release in 2011