The Only Brand Positioning Elements You Really Need?
Honestly, unless I’ve completely missed something, isn’t brand positioning just about getting really clear on the value you offer the market?
And from what I can see, the easiest way to do that is to get it down on paper in three simple ways:
1. A Brand Promise:
No surprises here - it’s simply the main value you promise to deliver to your customer.
Ideally, it’s something the customer feels that they can’t easily get elsewhere.
The brand promise for my tiny little brand?
Helping kids develop a great eye for design with unique furniture that’s playful enough for their rooms but stylish enough for the whole home.
(And yep, I’m still working on this)…
Having that promise keeps me completely focused on the main value my brand offers.
And it kind of shows me that the value my brand offers should be bigger than a ‘product’.
I mean yeah, I do mention ‘furniture’ but equally I could deliver the value I am promising through an interior styling service or through educational/inspiring design content.
It’s made me realise that the value I deliver isn’t the product, but what the customer gets from it.
Ok, number two…
2. Brand Values.
Whereas my brand promise is more of the big ‘why choose Harewood’ kind of value.
I see my brand values as being more specific.
And so (and a shout out to the brilliant Phil Barden, and his book Decoded) brand values should reflect specific customer motivations. (After all, people buy brands that help them achieve their goals).
What are my brand values then?
1. Love of design
“I want my child to grow up with an appreciation for design.”
(Identity/status).
2. Creative discovery
I want my Childs room to feel fun and creative
(Learning/development)
3. Effortless Style
“I want kids’ furniture that fits with the style of our home”.
Simplicity/ease
4. Lasting Quality
“I want kids’ furniture that’s good quality and lasts.”
(Security/practicality)
So in short, these brand values are:
1. The things that matter most for the customer.
2. What Harewood stands for as a brand, and guides everything it does.
Finally, there’s the brand story…
3. Brand Story:
This is where I’m making it even clearer as to why my brand exists and why customers should care.
But doing it in a way that’s relatable, shows personality, and helps people connect emotionally.
All about just telling my story here.
We couldn’t find kids’ furniture that felt playful enough for them and stylish enough for the rest of the home.
It was either overly kiddie, or the same old Scandi minimalism .
So we made our own.
Furniture that sparks imagination, grows with your kids, and helps them develop a natural eye for great design.
In short, it’s my brands point of view on the world - one that (hopefully) resonates with a specific audience.
Surely then, when it comes to brand positioning, you don’t need anything more than that?
1. Brand Promise:
The main value I promise to deliver to customers - ideally, something they feel they can’t easily get elsewhere.
2. Brand Values:
The motivations that matter most to my customers, and what’ll guide my messaging, decisions, and overall brand behaviour.
3. Brand Story:
The simple, relatable and emotional story of why my brand exists, point of view on the world, and why people should care!
Hope it helps you to position your own tiny brand?
And a business that works for you, not the other way around.
Cheers,
Tref