Monday, 3 September 2012

D day: the four Ds of brand positioning

Interested in a short guide to branding? A book well worth tracking down is Paul Dickinson’s “It’s Not About Size: Bigger Brands for Smaller Businesses”, published by Virgin Books in 2001.

Here are the 4 Ds of effective brand positioning:

(1) Brand definition – telling the customer clearly what market the company is in.

(2) Clear differentiation – making sure the customer knows why the company’s offering is different and more beneficial to them.

(3) Deepening the brand – know as much as possible about the company’s customers and their goals and make sure the products and offerings are relevant to them.

(4) Defending the brand – small companies have to be flexible to compete with bigger brands. Review and evolve the brand over time.

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Adrian Burns is part of a team supporting  the West Midlands community of interiors & lifestyle companies. Find out more at ILFutures

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