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Your company strives to create a great offering for customers with products and services that represent its brand’s quality.  Your company’s brand is how you’re selected and distinguished in the marketplace by customers over your competition. And how you develop a following and loyalty to your brand is based on your quality.

So what does this have to do with positioning? Well, positioning is determining the essence and benefits of what your brand’s quality represents to customers. This is an important criterion because this is essentially why they “buy you” and believe in that decision. It is at that decisive point of the sale you have convinced them that you could have the goods over others.

How do you position your brand? You distill in a statement what your positioning is and stand behind it in everything you do in regards to the brand. This establishes who you are to customers and they “get it” when they think rationally or emotionally about buying your brand. It has a message that connects with and reinforces a need that matters in their life.

The following are some steps to be taken in developing your company’s brand positioning: 

Determine brand core attributes. Find out what are the key things that make your product or service unique and why someone should buy it. This should include the following:

-    What your unique value proposition is

-    Who your competitors are and why you are better

-     Who or what’s behind your name

Identify your target customer. Recognize who that is in understanding your value and need including the following:

-     Who they are? (Key demographics profile)

-     The main reasons why they like your product or service

-     What they say about your brand that identifies your value

Recognize product or service usage. This includes how customers would use your brand’s products or services to better understand their needs including:

-    The occasions that customers appreciate it most

-    If there is a favorite of the selection of products or services

Here are a couple of examples of brand positioning slogans for small businesses based on this process:

North Shore Dental is a hi-tech dental office that provides excellence in comprehensive dentistry that brings art and the latest technology to create dazzling smiles for the entire family.

“Your smile is our business.”

Sun Tropics Premium Nectars is a high quality juice company from the Philippines that focuses on being true to the fruit. The exotic line of nectars supports more choices and a taste that is like biting into fruit.

“Taste more fruit.”

In each of these cases there is a strong point being made about the brand that is undeniable based on the products and services they represent. This is important because it helps potential customers to want to try them.


Steve Climons is Chief Brand Developer of Crossover Creative, a results-driven, award-winning marketing and advertising consultancy, and can be reached at

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