↔️ 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 What is it?

Be descriptive.

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<aside> 2️⃣ What are the customer benefits?

How does it improve customers’ lives?

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<aside> 3️⃣ What is its personality?

If your product, company or service was human and you met at a cocktail party, how would you describe them?

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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 Product attributes

The "bits and bytes" of what your product offers — the things that deliver benefit to customers.

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<aside> 2️⃣ Product benefits

How does your product improve customers’ lives?

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<aside> 3️⃣ Emotional benefits

If your product does a great job delivering benefits, how do you want your customers to feel? Emotion makes brands memorable.

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<aside> 4️⃣ Something bigger

In the next decade or two, how might your product or service dent the universe? Think big.

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Examples