Why does brand positioning matter and what must change?
I feel so strongly about positioning that one of the core elements of my blog is a series of brand positioning tips I learned over the years as an eager student of classic brand positioning.
Sometimes great positioning is led by a branding genius such as Scott Bedbury (who helped grow the Nike and Starbucks brands); sometimes a great leader and communicator with a very clear vision (like Steve Jobs at Apple) drives it into the organization; sometimes people stumble on great positioning by pure luck; and more and more often, organizations are developing positioning by collaborating with the communities of people in and around the organization who care most passionately about the brand.
This last way is the ad-free brand way of developing brand positioning.
1. Great positioning helps people understand the brand
The best brand positioning is always simple and clear. The greatest product or organization in the world won’t be successful if people can’t or don’t bother to comprehend why they should care about it. Your story must be able to break through the clutter.
2. Great positioning helps people value the brand
Getting people to understand the brand is the first step, but no less important is ensuring they value the brand. The best brands stand for things people care about or desire.
3. Great positioning helps people identify with the brand
Once people understand and value the brand, they must also understand how they fit in and how they can engage with the brand. They need to see some of themselves in it.
4. Great brand positioning helps people take ownership over the brand
It may sound like a brand’s worst nightmare to lose control and have the brand community take over. But the most self-actualized brands of the twenty-first century allow the communities of people surrounding them to take some ownership of and responsibility for the brand. Essentially, the brand owners become in command and out of control of the brand.
In 1981, when Jack Trout and Al Ries wrote Positioning: The Battle for Your Mind (the book that really defined the discipline of brand positioning) traditional advertising was still a dominant force. In fact, as you glance through their book, you’ll notice that most of the examples they use to illustrate positioning concepts are classic advertisements or advertising campaigns like the Avis “We’re #2, so we try harder” or the 7-Up “Uncola” campaign.
In the book, Trout and Ries define positioning as follows:
“…positioning is not what you do to a product. Positioning is what you do to the mind of the prospect. That is, you position the product in the mind of the prospect.”
The Trout and Ries definition is a perfect way to achieve the first three of the four benefits above; it helps people understand, value, and identify with the brand.
Where the Trout and Ries model of positioning is all about what you do to the mind of the prospect, ad-free brands are less interested in creating meaning for a brand in people’s minds and more interested in creating meaning for a brand with the help of people’s minds.
By giving the communities of people who care about a brand some ownership over its future direction, we begin to build relationships based on trust, respect, and a mutual exchange of value.
Where 21st century brands will really shine is by mimicking the open, collaborative, meritocratic model of the open source software movement (and the Internet itself) in their positioning work. In my view, without beginning to engage the communities of people who care about a brand as co-owners, classic brand positioning by itself will continue to be less and less effective as traditional advertising and PR continue to be less and less effective.
The secret? Marrying those classic brand positioning principles to a 21st century way of collaborating with the communities of people who care about a brand. By doing both together, we’ll be able to build stronger, more resilient brands than ever before.