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Conventional branding strategy calls for brand marketing teams to spend a great deal of effort in positioning their brands. Looking to carve out and own a place in people’s minds. But here’s another way, from a brand strategy perspective, to think about a brand positioning statement. It’s subtle, but might compel you to think differently about your brand’s opportunity.

Put the priority on positioning the customer. Consider that the most successful brands all have one thing in common. They add value to our lives. They balance connection (a mutual belief) with progress (a way for people to advance).

The Traditional Brand Positioning Statement

A typical brand positioning statement includes who your brand is for, the reference category in which it competes, the benefits it provides and the reasons to believe. And it should be genuine to your company, compelling to your consumers and distinguishing from competitors.

The statement is generally an internal document, used as a guide to bring your brand to life across the entire customer experience. Since all of your brand building efforts key off of your brand positioning statement, it’s important that you don’t shortcut the process.

Positioning Your Customer

The goal of every brand should be to position their customer to win. Ultimately, that’s the only brand positioning goal that truly counts. You position your customer to win by making them better off – functionally and emotionally – through enabling capabilities unique to your brand.

As the customer moves forward the brand and the business does too. Think about how one gear engages another to set things in motion. Same premise. Smart brands position the customer in new realms of being and doing, beyond the reach of competitors.

Think of how Harley-Davidson positions customers far beyond the realm of other bikes, how Parsley Health provides an air of aspiration to the traditional doctor’s visit and how Daily Harvest redefines customers by addressing the conflict between the way people desire to eat and the way they have time to eat.

How To Position The Customer To Win

A brand positions customers to win when it enables them to be more knowledgeable, more capable, more confident and more successful than previously possible with incumbent brands. For customers, the best brand positioning should manifest itself as a new world of opportunities.

Examples include:

Airbnb positioning its customers to win through authentic experiences that make them feel like they belong to something bigger.

Casper positioning its customers to win by helping them live a more interesting life.

Yeti positioning its clients to win by empowering them to enjoy the ideal outdoor experiences they long for.

Harley Davidson positioning its customers as part of the community (and camaraderie) of its Harley H.O.G. clubs.

Lush positioning customers as advocates for the environment, animals and people in need.

The Brand Positions Employees to Win, Too

The brand is a method to create value that optimizes internal operations as well as customers. A well-executed brand will position its own employees to win, too – by maximizing employee engagement, unleashing their creative talents and contributing to a superior customer experience. Internal team member actions are the key to making the whole brand work.

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Since 1999, Trajectory has partnered with clients across the health and wellness continuum, helping them build stronger brand-led businesses. Reach out for a no-obligation consultation.