Brand Positioning Course

Understanding the importance of founding a friend, not just a business or brand. Emphasising the relational aspect of brands in the modern market.

Time to take action: Talk to your customers, see your brand as their buddy, and get tips from 'This is Marketing' by Seth Godin to make it happen.

Fenty Beauty and SKIMS tackled big cultural issues like inclusivity and body positivity, showing how solving real problems can make a brand truly stand out.

Analyse a favourite brand to see if it addresses a cultural gap, how its solutions impact society, and the cultural shifts it initiates.

Reflect on a societal issue your brand can address, plan how to tackle it, and imagine the cultural shift your efforts could create.

Zoom in on your smallest viable market to understand the real changes they're seeking in their lives, moving from broad assumptions to deep, authentic connections.

Prepare, conduct, and analyse in-depth interviews to uncover the specific jobs your target audience is trying to get done, revealing the core change they seek.

Dive into personal interviews to discover the changes your customers aim for, analyse the insights to identify a common job to be done, and align your brand to help achieve this.

Jump into your customer's shoes and see their journey not just about buying stuff but about the big changes they're making and how they feel along the way.

Map out the key steps of your customer's journey, focusing on what they do and how they feel, to find where your brand can really help.

Use what you've learned from customers to sketch their journey, highlighting their goals, emotions, and where your brand fits into their story.

Dig deep to find what your brand truly stands for, going beyond just selling things to sharing what you believe in and connecting on what really matters.

Identify personal core values, critique industry norms that don't align with these values, and craft strong, contrarian opinions that highlight your brand's unique stance.

Think about what's important to you and your brand, challenge the norms in your industry, and shape bold opinions that reflect your brand's heart and mission.

Look beyond the usual suspects to find your real competitors—any solution your customers might use to achieve their goals, from DIY fixes to professional services.

Identify your customer's goals, broaden your view to all the ways they might try to meet those goals, and analyze where these solutions fall short or succeed.

Think about your customer's journey, expand your idea of who your competitors are, and dive deep into what makes your brand uniquely suited to help your customers like no one else can.

Start with your customer's goals and challenges, not products, to build a brand that acts like a guiding friend, creating offerings that genuinely support their transformation journey.

Revisit your customer's journey map to pinpoint where your brand can intervene with products, services, content, and experiences tailored to their needs at each stage.

Map out a collection of offerings based on your understanding of the customer's journey, focusing on how each product, service, content piece, or experience can support them at different stages of their transformation.

Positioning is all about making smart trade-offs that allow your brand to focus its energy where it matters most, setting the stage for lasting impact. Let’s talk about why choosing a strategic position is crucial.

We’ll walk through the Brand Focus Finder (BFF) framework, helping you reflect on your brand, focus on what you do best, and find out who your real competitors are, so you can confidently choose the strategic position that’s right for you.

It’s decision time—use everything you’ve learned to choose a strategic position that aligns with your brand’s strengths, and make sure it’s something you’re ready to fully commit to. Remember, positioning is about making deliberate trade-offs, so pick the path you can own and stick to as you build your brand world.