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 BRAND POSITIONING STRATEGY

PURPOSE Provide source of wealth-generation for retail investors

BRAND ATTRIBUTES Innovative Tech driven Empathetic Open-minded Lasting

Company XYZ is the leader in financial technology. We provide breakthrough and easy-to-use digital products to service and empower retail investors with
CORPORATE BRAND information transparency, community unity, and ease of trades

POSITIONING
Personalized data Excellence in technology Community oriented Sustainable value for all

Value propositions
GUIDANCE FOR
STAKEHOLDER SPECIFIC
Topic priorities
MESSAGE
DEVELOPMENT Business priorities/stakeholder research
 BRAND ANATOMY
• Name
SURFACE

•
BRAND

Logo
• Brand identity
Iconic Capital
• Packaging
• Social presence

• Strategic plan
• Research
• Brand values
• Management structure
Financial Capital • Culture (outbound)
• Investor relations
• Marketing strategy
BRAND EQUITY
EXPERIENTIAL BRAND

• Sales strategy

• Engagement
• NPS
• Customer relations
Emotional Capital • Loyalty clubs
• Knowledge management
• Database/CRM

• Human resource
• Culture (inward)
• Staff motivation
Human Capital
• Recruitment programs
• BOH environments
 BRAND AUDIT:
BRAND MIND MAP
Free Basic Package Competitor Analysis

Twitter Support Product Differentiators Purpose Increase Fanbase

Affordable Premium Accounts Social Media Management

Quintly Small Businesses

EdgeRank Checker Brands

Socialbakers Competitors
Our Target Market SEOs
brand
Clickable Marketers

PageLeveler Celebrities

Relatively New In-depth Analytics

Product Weaknesses Product Strengths

Monotonous Graphs User-friendly interface
 BRAND AUDIT:
CUSTOMER SURVEY

1. How would you rate the value for money?

0 1 2 3 4 5 6 7 8 9 10

Not at all Satisfied Extremely Satisfied

2. How likely is it that you would recommend this company to a friend or colleague?

0 1 2 3 4 5 6 7 8 9 10

Not at all Likely Extremely Likely

3. Overall, how satisfied or dissatisfied are you with our company?

Very Dissatisfied Somewhat Dissatisfied Neither Satisfied Somewhat Satisfied Very Satisfied
nor Dissatisfied
CUSTOMER ATTITUDE
Strongly Disagree Strongly Agree

SURVEY
I think we are not doing enough to save scant natural resources from being used up. 1 2 3 4 5

Natural resources must be preserved even if people must do without some products. 1 2 3 4 5

I feel sorry that the government does not do more to help control pollution of the environment 1 2 3 4 5

Much fuss is being made about air and water pollution than is really justified. 1 2 3 4 5

I feel angry and frustrated when I think about the harm being done to plant and animal life by pollution. 1 2 3 4 5

I think the government should devote more money toward supporting conservation and environmental programs. 1 2 3 4 5

Consumers should be interested in the environmental consequences of the products that they purchase. 1 2 3 4 5

Consumers should pay higher prices for the products which pollute the environment. 1 2 3 4 5

Non-recyclable containers should be taxed to reduce waste. 1 2 3 4 5

 PERCEPTUAL
MAP
HIGH QUALITY

Brand E
Brand A
Brand C

Brand D

Brand B
Our Brand

EXPENSIVE
CHEAP

Brand H

Brand F

Brand G

Brand I

LOW QUALITY
 BRAND POSITIONING STRATEGY

WINNING Your brand’s clear difference

A matter to the consumers
ZONE

What customers A What your brand

want does best
Competitors meet consumers needs
B LOSING ZONE
better than you

D
B C
Competitive battle where
C DUMB ZONE
consumers doesn’t care at all

What your competitor does

best

Equally meet consumer needs. You win through speed,

D RISKY ZONE
innovation & emotional connection
 BRAND POSITIONING CANVAS

For the Target audience Who has this Problem , our Company provides this Solution

Different from the Market competitors , you have this Advantage by providing this Reason to believe

TARGET AUDIENCE
Who can you help? Identify 3 to 4 user personas you
envision turning to you for solution
UNFAIR ADVANTAGE
SOLUTIONS
How do you stand out from your competitors? Why
What is your solution to your consumers’ problems?
should consumers have confidence in your service above
Present the defining elements of your service
others?

REASON TO BELIEVE MARKET LANDSCAPE

PROBLEM
How will you deliver on your advantage for consumers? How would you evaluate the market for your brand
What is the crucial problem your consumers face?
Hone in on the most compelling evidence to support this product or service? Consider the alternatives customers
Succinctly capture their frustration.
message. may have
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