Branding and Positioning
Strategy tools for branding and positioning.
14 tools
- 6 Steps to Developing a Unique Selling Proposition (USP) — Six steps to find the one real benefit only you deliver, and build a claim you can back up.
- Brand Archetype Framework — Map the brand onto one of twelve universal characters so its personality and tone stay consistent.
- Brand Pyramid — Stack five levels of brand identity, from concrete features and attributes at the base up to one brand essence at the top.
- Creating a Distinct Value Proposition — State the one specific reason customers should choose you over the next best alternative.
- Employee Branding Framework — Line up what employees actually say and do with what the brand promises, so the two versions of the brand match.
- Kapferer's Brand Identity Prism — Map a brand across six facets to check what you intend to project matches what customers receive.
- Keller's Brand Equity Model — Build brand equity in stages from awareness through meaning and response to genuine customer resonance.
- Mintzberg's 5P's of Strategy — Five different meanings of 'strategy' - plan, ploy, pattern, position, perspective - so arguments about strategy get precise.
- Narrative Strategy Framework — Turn a strategy into a story - past, present, future - people can repeat accurately without the deck.
- Perceptual Mapping — Plot brands on the two attributes customers care about most to find real gaps in the market.
- Positioning Map — Plots every competitor on the two variables customers judge you by, so market gaps become visible.
- Price-Benefit Position Map — Plot yourself and rivals on price against perceived benefit to spot the value gap in your market.
- Reputation Management Tools — Turn scattered mentions of your business into one place you watch, so a small problem gets caught while it's still small.
- Strategic Narrative Marketing — Tie vision, positioning and messaging into one coherent brand story instead of a list of features.