brand positioning presentation

Brand Positioning Strategy

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Why do some brands come to a customer's mind first? Below, we'll explain what Brand Positioning is, how to use it to set yourself apart from competitors, how to customize our template to improve your branding tactics, and if you read until the end, you'll learn how Amazon used Brand Positioning to beat the market. It's important to be number one in a consumer's mind to grab a major market share and develop a sustainable business. For example, when you ask a consumer to name an energy drink, Red Bull would probably be said first. If you ask them to name a tissue paper brand, Kleenex will come to mind. And if you ask them to name an athletic shoe, Nike or Adidas would probably be said before anything else.

Questions and answers

What are some trends in brand positioning that companies should be aware of?

Some trends in brand positioning that companies should be aware of include the rise of purpose-driven branding, where companies align their brand with a cause or purpose that resonates with their target audience. Another trend is the increased focus on customer experience, where brands aim to create a unique and memorable experience for their customers. There's also a trend towards personalization, where brands tailor their messaging and offerings to individual customers based on their preferences and behavior. Lastly, digital branding has become increasingly important, with brands needing to have a strong online presence and utilize digital channels effectively to reach their audience.

How can a company avoid these mistakes to ensure the success of its brand positioning strategy?

A company can avoid mistakes and ensure the success of its brand positioning strategy by understanding its target audience, clearly defining its unique selling proposition, consistently communicating its brand message, and regularly reviewing and adjusting its strategy based on market feedback and changes.

Companies that do brand positioning well have identified the customer's needs, desires, and pains, then crafted unique value propositions around those points. We've created a customizable template that has all the tools to help develop your own branding strategies, such as Brand alignment, Strategy canvas, Brand positioning model, and Brand health evaluation. Here's a breakdown of how these tools can be used to position your brand first in consumers' minds.

How can a company ensure that its brand positioning strategy aligns with its overall business goals?

A company can ensure that its brand positioning strategy aligns with its overall business goals by identifying the customer's needs, desires, and pains, then crafting unique value propositions around those points. They can use tools such as Brand alignment, Strategy canvas, Brand positioning model, and Brand health evaluation to develop their branding strategies. These tools can help position the brand first in consumers' minds.

What are some examples of successful brand alignments?

Some examples of successful brand alignments include the partnership between Nike and Apple, where they created the Nike+ product line. Another example is the collaboration between GoPro and Red Bull, where both brands have a similar target audience interested in extreme sports. These partnerships allowed both brands to leverage each other's strengths and reach a wider audience.

Slide highlights

A brand positioning model defines your competitive advantages, audience needs, defendable strengths, and core brand values. (Slide 3)

Use brand perceptual maps to plot how your company's brand positions against competitors, especially when it comes to price and quality. (Slide 7)

After you have a solid grasp of your brand position, continue the brand management process to plan and implement new programs, measure performance, and sustain brand equity. (Slide 12-14)

Think of the strongest brands you know: from Apple to Tesla to Nike. Each one can charge a premium because their brand is synonymous with quality. With a strong brand image and credibility, higher prices could be justified.

With an unclear brand positioning, your potential customers won't know if they should buy from you over your competitors. On the other hand, successful positioning creates wider brand awareness, better communicates core values, and enables higher customer loyalty. Competitors may offer similar services at comparable prices, but they can't replicate your brand.

What are some ways a company can communicate its brand positioning to its target audience?

A company can communicate its brand positioning to its target audience through various ways. These include advertising, public relations, direct marketing, website and social media, product packaging, sales promotions, and other marketing channels. The company can also use its unique selling proposition (USP) to differentiate itself from competitors. The USP should be communicated consistently across all channels to reinforce the brand's positioning.

How can a company use its brand positioning strategy to attract new customers?

A company can use its brand positioning strategy to attract new customers by creating a unique and clear brand image that communicates its core values effectively. This can lead to wider brand awareness and higher customer loyalty. Even if competitors offer similar services at comparable prices, they can't replicate the unique brand positioning of the company.

Application

Brand alignment.

To begin, determine how your brand strategy aligns with your marketing and messaging strategies. In this visualization, your messaging strategy is at the bottom of the pyramid and your brand strategy is at the top. In the middle is your marketing strategy, which includes marketing channels and segments to target. All three strategies should be aligned, or married, around a clear brand vision. The left side shows each strategy's average time frame. For instance, messaging strategy usually aligns with annual goals, but it can be adjusted quarterly as priorities shift. Brand strategy, on the other hand, should remain consistent from year to year. *Stick to the end and we'll show you how Amazon used brand alignment to build a rock-solid brand.* (Slide 2)

How can a clear brand vision contribute to the success of a brand positioning strategy?

A clear brand vision is crucial to the success of a brand positioning strategy as it serves as the guiding principle for all brand-related decisions. It helps in aligning the marketing and messaging strategies with the brand strategy, ensuring consistency and coherence in all communications. This alignment allows the brand to effectively communicate its value proposition to the target customers, setting it apart from competitors. Moreover, a clear brand vision provides a sense of direction and purpose, fostering customer loyalty and trust. It should remain consistent over time, reinforcing the brand's identity and values.

What role do marketing channels and segments play in the overall marketing strategy?

Marketing channels and segments play a crucial role in the overall marketing strategy. They are part of the middle layer of the marketing pyramid, bridging the gap between the messaging strategy (bottom layer) and the brand strategy (top layer). Marketing channels are the means through which the company communicates its message to the target audience, while segments are the specific groups of people that the company targets with its messaging. Both should be aligned with the brand vision and adjusted as necessary to meet annual goals or quarterly shifts in priorities.

Strategy canvas

A strategy canvas helps define your purpose as well as your brand attributes. Use the bottom three rows for internal communications, like your company's value proposition, your business priorities, and how those priorities affect stakeholders. Let's say you want to develop a fintech product, specifically a retail investment app. Your purpose is to create a source of wealth generation for retail investors. Your brand attributes are that you are innovative, tech-driven, empathetic, and leave an impact on your customers because of the wealth you help them achieve. You then position yourself as "a leader in financial technology" that provides "breakthrough and easy-to-use digital products" that "empower retail investors." (Slide 4)

Brand positioning canvas

You can break down the creation of your corporate brand position statement even further. The brand positioning canvas uses an easy-to-follow formula to craft a powerful brand message. In the top section, plug in your target audience and the problem that your company's solution aims to solve. Define how it is different from your competitors due to your competitive advantage and give customers a reason to believe in your mission. Below the top section is space to elaborate more on each of the above topics. You can start with the bottom section first, list out all your ideas, then refine each category to its essence to plug into the top section. Alternatively, begin at the top to provide deeper analysis for your team members' and external stakeholders' benefit. (Slide 16)

How can a brand positioning model help in crafting an organization's messaging?

A brand positioning model can significantly aid in crafting an organization's messaging. It follows the Why, Who, How, What, and When/Where model. Starting with the 'Why', it helps define the purpose of the organization. The 'Who' helps identify the values and target audience of the organization. The 'How' outlines the process and functioning of the organization. The 'What' provides specifics about the product or service. Finally, the 'When' and 'Where' provide information about the organization's infrastructure and daily operations. This structured approach ensures a comprehensive and effective messaging strategy.

A brand positioning model can significantly aid in crafting an organization's messaging. It follows the Why, Who, How, What, and When/Where model. Starting with the 'Why', it helps define the purpose of the organization. For instance, a fintech product might aim to generate wealth for retail investors. The 'Who' helps define the organization's values and its target audience. The 'How' outlines the process or the way the organization works and functions. The 'What' provides specifics about the product or service the organization offers. Lastly, the 'When' and 'Where' serve as the infrastructure of the organization, explaining how it functions on a daily basis. This model helps in creating a clear, concise, and effective messaging strategy that resonates with the target audience and differentiates the organization from its competitors.

Brand positioning model

A brand positioning model can help to craft your organization's messaging. This model follows the Why, Who, How, What, and When/Where model. Begin with purpose, or the Why. In our example of a fintech product, your purpose is to generate wealth for retail investors. Next, define your values. This is the Who of your organization and who it's for. You want to empower retail investors because you see opportunity and value in widescale financial freedom. The process is the How behind your organization works and its functions. The What is then the specifics behind your product. In this case, your app and its commission-free trades, robo-advisors, and educational resources. Finally, the When and Where serves as the infrastructure of your organization and how it functions on a day-to-day basis.

What tools can be used to design effective branding tactics?

There are several tools that can be used to design effective branding tactics. These include: 1. Brand Positioning Strategy: This helps to set your brand apart from competitors and reinforce your core value propositions to target customers. 2. Brand Identity: This includes your brand's logo, color scheme, and overall visual appearance. 3. Brand Voice: This is the tone and style of your brand's communications. 4. Social Media: Platforms like Facebook, Instagram, and Twitter can be used to promote your brand and engage with customers. 5. Content Marketing: This involves creating and sharing valuable content to attract and retain customers. 6. SEO: Search Engine Optimization can increase your brand's visibility online. 7. Analytics: Tools like Google Analytics can provide insights into your brand's performance.

How does competitive differentiation contribute to a company's success?

Competitive differentiation contributes to a company's success by setting it apart from its competitors. It helps in establishing a unique brand position that can effectively communicate the company's value to its target customers. By differentiating itself, a company can achieve relevance with its audience and establish credibility as a trusted brand. The higher a company scores on competitive differentiation, the more persuasive it becomes to its customers, thereby increasing its chances of success.

When a company defines their brand positioning strategy, it's important to be mindful of the overlap between what consumers want, what the brand does best, and what competitors do. The winning zone is where the brand's unique value that separates it from the competition aligns with what customers want. This is where new brands should be positioned. (Slide 8)

How does a brand positioning strategy help in setting a fintech app apart from its competitors?

A brand positioning strategy helps a fintech app set itself apart from competitors by clearly communicating its unique value propositions to target customers. It involves identifying the app's unique features, benefits, and advantages over competitors, and then communicating these effectively to the target audience. This strategy can lead to competitive differentiation, making the app more appealing and relevant to potential customers, thereby motivating them to choose it over others. It's important to note that the strategy should be aligned with the needs and expectations of the target customers for it to be effective.

How does competitive differentiation contribute to a stronger brand position in the fintech industry?

Competitive differentiation in the fintech industry contributes to a stronger brand position by setting a company apart from its competitors. It emphasizes the unique value propositions that the company offers, making it more appealing to target customers. This differentiation can be achieved through various means such as innovative technology, superior customer service, or unique product features. By successfully communicating these differentiating factors, a fintech company can increase its relevancy to its target customers, motivating them to convert. This, in turn, strengthens the company's brand position.

Brand strategic objectives

When you create your brand position, you should strive to achieve three strategic objectives: 1) you want to achieve relevance with your audience, 2) you want to differentiate yourself from competition, and 3) you want to establish credibility as a trusted brand. This graph helps determine your company's motivational power to persuade customers over your competition across these three factors. The higher your company scores on both competitive differentiation and customer relevancy, the more successful you will be.

Can you name a company that could benefit from a brand positioning strategy and explain how?

A company that could benefit from a brand positioning strategy is a startup tech company, for instance, XYZ Tech. As a new player in a saturated market, XYZ Tech needs to differentiate itself from established competitors. A brand positioning strategy can help XYZ Tech identify its unique selling propositions and communicate these effectively to its target audience. For example, if XYZ Tech specializes in developing user-friendly software solutions, it can position itself as a brand that prioritizes user experience above all. This can set XYZ Tech apart from competitors who may focus more on advanced features, thus attracting a specific segment of customers who value ease of use over complexity.

How can companies implement a brand positioning strategy to communicate their value to consumers?

Companies can implement a brand positioning strategy to communicate their value to consumers by first identifying what their brand does best and what their target customers want. They should aim to position themselves in the "winning zone", where what their brand does best aligns with what their customers want. This strategy sets them apart from competitors and reinforces their core value propositions. It's also important to avoid the "losing zone" and "dumb zone", where they would be competing in areas that either the customers don't want or the competitors excel in.

In this instance, let's say your fintech app is Company C. You managed to successfully communicate what sets your brand apart, and now it is much farther along on competitive differentiation. That means even though your organization is slightly less relevant to your target customers compared to your toughest competition (Company B), you could be in a stronger position to motivate customers to convert as you increase relevancy. For comparison, Company A is far behind on both factors and therefore has a much less secure brand position. (Slide 6)

How can a brand positioning strategy help a company communicate its value to consumers effectively?

A brand positioning strategy can help a company communicate its value to consumers effectively by clearly defining its unique selling proposition (USP) and differentiating it from competitors. It allows the company to convey its core values and benefits that it offers to its target customers. This strategy can also help in building emotional connectivity with the customers, which can lead to customer loyalty and preference for the brand. Moreover, it can guide the company's marketing and communication efforts, ensuring consistency and reinforcing the brand's image in the consumers' minds.

What are the risks associated with reaching the top of an industry and how can they be mitigated?

Reaching the top of an industry comes with several risks. One of the major risks is complacency, which can lead to a lack of innovation and stagnation. There's also the risk of increased competition as other companies strive to dethrone the industry leader. Additionally, being at the top can make a company a target for regulatory scrutiny and public criticism. These risks can be mitigated by continuously innovating and improving products or services, maintaining strong relationships with stakeholders, investing in risk management strategies, and ensuring compliance with all relevant regulations.

Brand positioning process and strategy

To come up with your brand positioning, first, understand all stakeholder needs and desires. This is an internal analysis of what you, your team, and your investors want to achieve. Next, use opportunity modeling to clarify the nature of your market opportunity. From there, you can move forward and build your brand platform and brand identity. Finally, build the brand architecture around your organization. Conduct continuous evaluation and development to measure how effective your brand positioning is and if it needs to be re-positioned to reach more customers and better grow your business. (Slide 9)

What are common challenges in maintaining good brand health and how can they be overcome?

Common challenges in maintaining good brand health include lack of awareness and usage, poor brand positioning, and ineffective brand delivery. These can be overcome by regularly evaluating and scoring your brand's health in these areas. Increasing brand awareness and usage can be achieved through effective marketing and customer engagement strategies. Proper brand positioning can be established by clearly communicating your value proposition to target customers. Lastly, effective brand delivery can be ensured by consistently delivering on your brand promises and maintaining high quality standards.

How does the periodic evaluation of brand health align with effective brand positioning strategies?

Periodic evaluation of brand health is crucial to effective brand positioning strategies. It allows businesses to assess their brand's performance in key areas such as awareness, usage, positioning, and delivery. By evaluating these components, businesses can identify areas of strength and weakness, and adjust their positioning strategies accordingly. For instance, if a brand scores low in awareness, the positioning strategy might need to focus more on visibility and recognition. Similarly, if the brand positioning is weak, it indicates that the brand's unique value proposition is not effectively communicated or perceived by the target audience. Thus, periodic evaluation provides valuable insights that can guide the refinement of brand positioning strategies.

When you set out to define your brand positioning strategy, be mindful of the overlap between what consumers want, what your brand does best, and what your competitor does best. The losing zone is where what the customers want is what your competitor does best. This is not an area that's worthwhile to compete in, because you will lose every time. The dumb zone is where what your competition does best and also what you do best. However, this competitive battle does not interest the consumer. The winning zone is where what your brand does best is what your customers want. This is where you want to position yourself.

How can a company communicate its unique aspects more strongly in its brand position and messaging to stand out more to consumers?

A company can communicate its unique aspects more strongly in its brand position and messaging by first identifying what sets it apart from the competition. This could be a unique product feature, exceptional service, or a strong company culture. Once these unique aspects are identified, they should be incorporated into the company's brand positioning statement and communicated consistently across all marketing channels. The company should also ensure that these unique aspects are clearly communicated in its messaging, using language that is easy to understand and resonates with its target audience. Regular market research can help the company understand how its brand is perceived and make necessary adjustments to its positioning and messaging.

What are some aspects that could be adjusted through a revision of a company's brand position?

Some aspects that could be adjusted through a revision of a company's brand position include the company's differentiation from competitors, the communication of its core values, and the emphasis on its unique selling propositions. For instance, if a company's brand is not seen as distinct enough from other businesses in the market, it could revise its brand position to focus on what makes it different from the competition. This could involve highlighting aspects such as personalized data ownership, community values, or in-app financial literacy resources. The goal is to communicate these aspects more strongly in the brand position and messaging to stand out more to consumers.

However, as you get to the top of your industry, you can also enter the risky zone, which is where you reach a stalemate with your competition and every hard battle becomes a challenge to win. To win in this zone, you have to either be speedy or the first. You don't necessarily have to be better because you're already the best in your industry. Innovation and emotional connectivity could be some ways to help you stand out. (Slide 10)

Brand health

The last step is to periodically evaluate your brand's health. This diagram divides brand health into three main categories: Awareness and usage, brand positioning, and brand delivery. These sections are then divided into smaller components that can be ranked and scored. Each sub-category can be different based on your situation, so feel free to edit these to fit your business model. All components are then totaled and averaged to receive an overall score on brand health. Put your overall score in the center and each individual component's scores on the side. A score of 80+ qualifies as good brand health, while a score between 70-79 is average, and descends from there.

Can you provide a case study that demonstrates the effectiveness of a low-cost, high-value brand positioning strategy?

Yes, a prime example of a low-cost, high-value brand positioning strategy is Amazon. Jeff Bezos, the founder of Amazon, focused on offering products at low prices to outpace the competition and attract more customers. Instead of aiming for short-term, high-profit margins, he decided to play the long game and position his brand as a low-cost, high-value platform. This strategy has been incredibly effective, as Amazon has become a dominant player in the global market.

How does Bezos's brand positioning strategy align with the concept of sustainable advantages?

Jeff Bezos's brand positioning strategy aligns with the concept of sustainable advantages in several ways. Firstly, by focusing on low prices, he aimed to outpace the competition and attract more customers. This strategy creates a sustainable advantage as it builds a large customer base that is difficult for competitors to replicate. Secondly, instead of focusing on short-term, high-profit margins, Bezos decided to play the long game. This long-term focus is another aspect of sustainable advantage, as it allows the company to invest in growth and innovation, which can lead to a stronger market position over time.

Let's say you find your overall score in the average range. Analyze each component score to see where you lack and can improve upon. In the case of your app, your brand positioning has the lowest percentage of the three main categories. It appears that your brand is also not seen to be differentiated enough from other businesses in the market. This aspect could be adjusted through a revision of your brand position to focus on what makes you different from the competition. Unlike other retail investment apps, perhaps you prioritize personalized data ownership, community values, and in-app financial literacy resources. Now you know you need to communicate these aspects more strongly in your brand position and messaging to stand out more to consumers. (Slide 18)

Amazon's brand positioning strategy

For most startups, the best way to succeed is to identify a particular need and focus on a niche market. The smaller the segment, the easier it is for the company to meet the customer needs and dominate that market. That's exactly the approach Amazon took when it started in 1994. Jeff Bezos originally had an idea for an "everything store" on the internet, but he knew that it wasn't a practical vision, at least at the beginning. So to position his brand in consumers' minds, he decided to focus on a niche market instead. He landed on Books, which was a $10 billion industry at the time.

As Amazon sold books online, it found ways to establish its unique value in people's minds. This was an important step in creating a sustainable competitive advantage. Its official brand positioning strategy was extraordinary convenience, instant access, and comprehensive selection. As time went on, Bezos knew his company needed one more key value to differentiate itself from the competition: Low Prices.

Bezos is quoted as saying, "I didn't want to repeat the mistake of Steve Jobs — pricing the iPhone in a way that was so fantastically profitable that the smartphone market became a magnet for competition." With a focus on low prices, he believed he could outpace the competition and attract more customers. Instead of short-term, high-profit margins, he decided to play the long game and position his brand as a low-cost, high-value platform.

If you want to better position your brand to your customers like Amazon, then you need this presentation. Download the Brand Positioning Strategy template for more slides on Brand Success, Brand Perceptual Map, Brand Brand Positioning Statement, plus many more to save time and hours of work.

A Complete Guide to Successful Brand Positioning

Updated: April 08, 2024

Published: October 03, 2018

If you scrape your knee, do you ask for a bandage or a Band-Aid? Successful companies like Band-Aid have one important thing in common: a strong brand positioning strategy. In fact, their brand names have become generic terms for all similar products in their niche.

A strong brand positioning strategy is an absolute must for all businesses striving for success — and the proof is in the numbers. Brands that are consistently presented see an average revenue increase of 10-20% , and successful branding yields benefits such as increased customer loyalty, an improved image, and a relatable identity that sets you apart from the competition.

How do you actually create that positioning strategy, though? I asked experts this exact question and, in this post, I’ll share their insight along with the framework for successfully positioning your brand within your ideal market.

Below are the high-level topics I’ll cover, but don’t worry — I’ll still get into the weeds so you have a thorough understanding of how to position your brand.

What is brand positioning?

Why is brand positioning important?

How to create a brand positioning strategy.

The Brand Positioning Map
Br and Positioning Examples

10 Positioning Statement Templates

Everything you need to create a stand-out positioning statement.

Defining a positioning statement
6 tips for writing a positioning statement
10 industry specific positioning statement templates

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What is Brand Positioning?

Brand positioning is the process of positioning your brand in the mind of your customers. More than a tagline or a fancy logo, brand positioning is the strategy used to set your business apart from the rest.

Denver Burke , Head of Insights and Demand Generation at Fuelius says, “In today's fast-paced business world, a strong brand message is one of the few things that remains constant.”

He adds, “Acquiring new customers is crucial for any business, but building and retaining strong relationships with existing customers through your brand is what will truly future-proof your business.”

Effective brand positioning happens when your brand is perceived favorably, valuable, and credible to the consumer. The sum of those three becomes unique to your business, and your customers carve out a place for you in their minds.

This is important because being "different" from the competition isn’t enough to win in the market. Take it from brand positioning expert Will Barron at Salesman.org — he says, "You only get the opportunity to position your brand when you’re doing something remarkable. Anything else and it’s just comparison."

More than a century ago, a soda company decided to offer a never-before-seen product: the first-ever cola drink. In doing so, it successfully positioned itself as the original. Now, Coca-Cola benefits from millions of sales worldwide and is a household staple. It's positioned in our minds as the gold standard of soda.

Brand positioning allows a company to differentiate itself from competitors. This differentiation helps a business increase brand awareness, communicate value, and justify pricing — all impacting its bottom line.

And, you have a reputation whether you cultivate it or not, so you might as well create a brand positioning plan to help you control your reputation and brand image.

Jigar Thakker , Chief Business Officer at INSIDEA , seconds this, as he told me that brand positioning is bridging the gap between what customers need and the unique solution you offer that fulfills them. He says, “It [brand positioning] cements how your product or service stands out and ultimately wins over customers. It helps your target market identify your brand and understand why you are the best choice and the leader in your market.”

But, not all brand positioning strategies are the same or have the same objective. Your positioning and messaging will vary depending on the nature of your offering and industry.

Below, I’ll review a few common positioning strategies to help you get started.

Types of Brand Positioning Strategies

Customer Service Positioning Strategy
Convenience-Based Positioning Strategy
Price-Based Positioning Strategy
Quality-Based Positioning Strategy
Differentiation Strategy
Social Media Positioning Strategy
Other Positioning Strategies

When you’re deciding how to position your brand in the marketplace, you have several options to choose from. Still, the most important recommendation I can give is this: you want to tailor your brand positioning strategy to highlight your product’s competitive advantage and point out your competition’s shortcomings.

Below are a few popular positioning strategies that you can use to differentiate your brand in the market.

1. Customer Service Positioning Strategy

There’s a pretty good chance you've selected a retailer, restaurant, or another service provider because of its customer service at least once.

I find that companies in verticals known for inattentive support benefit from highlighting their friendly customer service to differentiate themselves. Other companies with products that are particularly complicated can highlight their strong support systems to attract new customers.

The most tangible benefit of this strategy is that great customer service can help justify a higher price point. Apple’s products, for example, come at a high premium, but its support staff is friendly and quick to respond.

These service interactions are also an integral part of the flywheel — an initially unhappy customer may become a promoter if they have a great service experience.

Be diligent with this strategy. If you advertise exceptional customer service but don’t deliver, you’ll invite bad reviews, angry tirades over phone and email, callouts on social media, and even Better Business Bureau complaints .

HubSpot’s founder and CTO, Dharmesh Shah, uses this simple equation to explain customer delight and stay accountable to delivering the brand promise: Customer delight = experience - expectations.

2. Create a brand essence chart.

Once you’ve determined where your brand stands within the market, it’s time to get into the nitty-gritty of what your brand means to customers. A brand essence chart can help organize these ideas so that they’re clear and concise. You’ll also be able to use this chart for copywriting and design inspiration.

The brand essence chart is made up of seven components:

Attributes: Think of these as features. For a physical product, this might be a little easier to brainstorm than SaaS or a technology product.

Benefits: What does the customer get to experience as a result of the attributes of your product or service?

Personality: These adjectives describe characteristics of your brand. Don’t be afraid to take out a thesaurus for this part, either. Personalities can and should be nuanced in order to distinguish your brand from the competition.

Source of Authority and Support: What is the foundation of your brand? It might be a long-standing history of expertise in the industry, awards, and recognition by regulatory agencies in your vertical, scientific research, or even unwavering customer support in the form of reviews and testimonials.

What It Says About You (The Customer): Based on the elements we’ve discussed thus far, what does your brand say about your ideal customer? Use inspiration from the personality section to help you complete this section.

How It Makes You (The Customer) Feel: What are some words or phrases your ideal customer might use to describe how they feel when they interact with your brand? This section of the brand essence chart will help you find a niche angle for your brand messaging.

Positioning/Brand Essence: Finally, you’ll tie all of these elements together to create a simple statement that describes what the customer should take away from your brand. This shouldn’t be confused with a formal positioning statement, you can find more on developing that here .

3. Identify your competitors.

After analyzing yourself, it's important to analyze your competition by performing competitor analysis. Why? You need to see who you're up against to conduct competitor research. That research will help you decide what you can do better in your strategy to gain an edge.

There are different methods for determining your competition, including:

Conducting market research: I recommend asking your sales team what competitors come up during the sales process, or do a quick search using a market keyword and see which companies are listed.
Use customer feedback: Ask your customers which businesses or products they were considering before choosing yours.
Use social media: Quora offers a platform where consumers can ask questions about products and services. Search these forums to discover competitors in your niche. I’d also recommend looking on Reddit for Subreddits related to your business or niche to learn more about what your target audience might be looking for.

4. Conduct competitor research.

Wessel says, “From my experience, it is critical to really challenge yourself on how your capabilities or features compare to both competitors and alternatives.”

So, once you've determined who your competitors are, it's time to conduct in-depth competitor research. You'll need to analyze how your competition is positioning their brand in order to compete. At its simplest, your research should include:

What products or services your competitors offer
What their strengths and weaknesses are
What marketing strategies they're using successfully
What their position is in the current market

You work at your business, so it’s normal to assume that you’re proud of what you offer. So, when it comes to making sure your competitor analysis is as impartial as possible, Wessel says, “Seeking an outside perspective can be invaluable in overcoming internal biases.”

5. Identify your unique value proposition.

Building a unique brand is all about identifying what makes you different and what works best for your business. Chmielewska suggests, "Start by defining what 'effective' really means for your brand — and then build its image based on that."

After you conduct your competitor research, I imagine you’ll start to see patterns in that some businesses have the same strengths and weaknesses. As you compare your product or service to theirs, you might find one of their weaknesses is your strength.

This is what makes your brand unique — and it's the perfect starting point for positioning your brand in the market. Take note of your unique offerings as you compare, and dive deep to identify what you do better than anyone else.

5. Build a brand positioning framework.

Positioning a brand can seem overwhelming at first — with so many touchpoints, it can be hard to prioritize a key message. A brand positioning framework like the one below can help your brand positioning strategy.

This framework uses a top-down approach, starting with the big idea and ending with sample touchpoints that you can use in tactical instances like social media captions, headlines for blog articles, and advertising copy. I’ve listed some helpful articles below that you can use as step-by-step guides for completing each section of your brand positioning framework:

Value Proposition
Target Audience
Mission Statement
Tone of Voice
Elevator Pitch
Message Pillars
Sample Touchpoints

6. Create your positioning statement.

It's time to take what you've learned and create a brand positioning statement. A positioning statement briefly describes your brand’s unique offer and explains how it meets your customer's needs.

I know it sounds similar to a value proposition, but it’s different in that it focuses on your differentiator, and your positioning statement focuses on the primary benefits you offer your customer and why they would need your product or service.

Wessel says, “By understanding the customer’s ‘job-to-be-done’, you ensure the messaging stays focused on their point of view and their desired outcomes. The stronger aligned your positioning is to helping customers get their job done better, faster, and/or cheaper, the stronger your brand position will resonate with your target market.”

I recommend crafting your positioning statement after creating your value proposition because it will help you determine what to focus on. Here are four guiding questions to guide you through your process:

Who is your target customer?
What's your product or service category?
What's the greatest benefit of your product or service?
What's the proof of that benefit?

From there, you can craft a simple but compelling positioning statement. For example, take a look at Amazon's positioning statement : "Our vision is to be the earth's most customer-centric company; to build a place where people can come to find and discover anything they might want to buy online."

Amazon's target customer — although incredibly broad — is anyone. They sell a wide range of products for everyone, which is also their greatest benefit. And the proof? It's all online.

8. Evaluate whether your positioning statement works.

Taking the time to position your brand to appeal to a certain customer is just the beginning. Once your positioning statement is created, it's time to test, experiment, and gather feedback from your customers on whether or not your positioning achieves its goal.

As Ryan Robinson of RightBlogger says, "Investing the time and effort into positioning your brand to appeal toward a specific vertical, type of consumer, or demographic is only a small part of the battle. It's crucial to test, experiment, and actively gather (real) feedback from your target customers on whether or not your positioning is actually having its desired effect.

He adds, "We've doubled down on our positioning by consistently asking for (and listening to) feedback from new customers when they join, and it's clear that both our content and its delivery style remain a key asset for our brand."

9. Establish an emotional connection with prospects and customers.

Connecting with your prospects on a human level before going in for the hard sell builds trust and helps your prospect have a more positive experience with your company's brand.

For example, at the beginning of the sales process, reps should take ample time to learn about your prospects and what problem they are looking to solve by using your product.

Aside from me, take it from the experts — nearly everyone I spoke to mentioned the importance of an emotional connection with your audience when working on your positioning.

D’Arcy said: “Grasp the emotional impact your brand can make and reach beyond mere products or services to fulfill the deeper aspirations of your consumers.”

Jigar also said: “Your brand is not limited to your product's features; it should shape perceptions and create a space in consumers’ minds. By focusing on the mental and emotional aspects, you can distinguish your brand in the crowded marketplace.”

10. Reinforce your brand's differentiating qualities during the sales process.

With a strong brand position, the differentiating properties of your company's offering should be easy to understand and refer to. Make sure your prospects understand what makes your brand unique throughout the sales process.

You probably already know what your key differentiators are, but you can always refer back to your competitor analysis to iron in the key points to call out during your sales process.

11. Create value.

I know you know this, but it’s worth repeating: your main goal should be to help your prospect solve a problem or overcome a challenge they are experiencing. Ideally, your company's offering is part of the solution.

12. Ensure that customer-facing employees embody your brand.

Customer-facing employees are your company's most valuable ambassadors. Prospects should receive an experience that embodies the core values of your company and aligns with the company's brand. For example, if your company takes a light, fun approach to branding, you should incorporate this language into your sales conversations. Having an overly serious or stiff tone would not be authentic to your company's brand.

Brand Positioning Map: The Power of Perception

If you want to see how your brand compares to others in consumers' perceptions, a brand positioning map can help. According to the American Marketing Association (AMA), " Perceptual brand mapping is the visual plotting of specific brands against axes, where each axis represents an attribute that is known to drive brand selection."

If you place your brand and your competitors on your map, you’ll get a sense of who’s more competitive in a certain area over the rest.

Brand Positioning Examples

Bumble vs. Tinder
Starbucks vs. Dunkin’
Spotify vs. Apple Music
Popeyes vs. Chick-Fil-A
Target vs. Walmart
Cashapp vs. Venmo
Peloton vs. Bowflex VeloCore
Google Meet vs. Zoom

There are plenty of companies that have excelled at brand positioning over the years by building a positioning strategy that rivals the rest. Here are eight of my favorite examples.

1. Bumble vs. Tinder

Founded in 2014 by Whitney Wolfe after her departure from Tinder, Bumble was positioned as an app designed to empower women to take control when connecting with new people.

In addition to its initial focus on bettering the female user experience, Bumble has expanded beyond the dating category, allowing users to find friendship and professional connections within the platform. Tinder, on the other hand, focuses on fleeting connections.

Bumble’s vs. Tinder’s Positioning Strategy

Why I Like Bumble’s Positioning Strategy: Bumble’s positioning strategy stands out because it focuses on its differentiation. On its website, the brand states , "Bumble was first founded to challenge the antiquated rules of dating." Indeed, its approach was much more different than any other app’s, with women being the initiators rather than men.

Why I Like Tinder’s Positioning Strategy: Tinder’s positioning strategy is leader-based; the brand uses its established history and popularity to compel people to join. I like that it doesn’t identify itself as a leader in online dating because such a tone wouldn’t fit the industry. Instead, it implies its leadership standing by highlighting its number of users and nearly decade-long history.

2. Starbucks vs. Dunkin’

While Starbucks and Dunkin’ seem different, they both target customers who go on a coffee run every morning. While Starbucks’ branding hinges on the in-store experience, Dunkin’s branding focuses on its two principal offerings: coffee and donuts. Its slogan, “American Runs on Dunkin’,” emphasizes the wide-ranging availability of its products. Starbucks, on the other hand, focuses on highlighting craft and offering a more traditional coffee shop experience.

Starbucks’ vs. Dunkin’s Positioning Strategy

Why I Like Starbucks’ Positioning Strategy: Starbucks’ green and brown branding directly opposes Dunkin’s bright pink and orange colors.

It shows in its strategy, too, as Starbucks focuses on quality vs quantity and availability, and this is clearly displayed on its Coffee Finder page: "Our coffee masters have distilled their years of tasting knowledge down to three simple questions to help you find a Starbucks coffee you’re sure to love." This verbiage conveys Starbucks’ focus on quality rather than quantity and even availability.

Why I Like Dunkin’s Positioning Strategy: I think Dunkin’ does a great job creating a positioning strategy centered around both its leadership in the field and wide-ranging availability, as well as its convenience, which is something we all crave as consumers.

"Dunkin’, founded in 1950, is the largest coffee and donuts brand in the United States, with more than 13,200 restaurants in nearly 40 global markets," it states , highlighting how convenient it is to simply stop by for a coffee fix.

3. Spotify vs. Apple Music

The Spotify vs. Apple Music debate is the subject of infinite attention — I just looked it up on Google, and there are 517 million results.

Spotify is known for its high personalization, whereas Apple Music is known for a more premium song selection and, of course, the high-quality Apple brand. Though their offerings are strikingly similar, both brands use radically different strategies to position themselves in the market.

Spotify’s vs. Apple Music’s Positioning Strategy

Why I Like Spotify’s Positioning Strategy: Spotify uses a price-based strategy, which is its key differentiator. Its premium options are nearly identical to Apple Music’s in terms of pricing, but it offers a free plan that makes it more accessible.

Why I Like Apple Music’s Positioning Strategy: Given the similar pricing tiers, Apple Music aims to position itself as the better option with a quality-based approach, touting its 100-million song catalog and sound quality as principal attractors.

4. Popeyes vs. Chick-fil-A

Popeyes and Chick-fil-A have one thing in common — fried chicken. Other than that, the brands couldn’t be more different. Popeyes focuses on down-home, southern, Cajun-style recipes that pack a punch to your lunch hour. Chick-fil-A, on the other hand, refrains from this edgy vibe and offers tried and true favorites that everyone in the family will enjoy every day (except Sunday).

Popeyes vs. Chick-fil-A Positioning Strategy

Why I Like Popeyes' Positioning Strategy: Popeyes uses a differentiation strategy focused on how it stands out from the crowd in terms of ingredients and flavors that can hold its weight when compared head-to-head with the industry gold standard that is Chick-fil-A.

My favorite aspect of its differentiation strategy that fully sets it apart from Chick-fil-A is that it's open on Sundays, letting customers know it’s there for them 365, especially if others aren't.

Why I Like Chick-fil-A Positioning Strategy: Chick-fil-A touts a hybrid customer service and quality-based approach. The most unique aspect of its brand positioning is that its strategies are overt and covert.

It rarely boasts about its stellar customer service as it does the quality of its sandwiches and salads — the company simply lets the employee’s actions speak for themselves. In my opinion, you’ve nailed your unique differentiator if you don’t need to actively prove what sets you apart from the competition.

5. Target vs. Walmart

This long-standing rivalry is a textbook example of a brand positioning strategy at work. For some customers, geography might be a barrier to experiencing the Target brand since there are far more Walmart stores nationwide. But for the most part, these two retail chains are earning their fair share of the market.

Target vs. Walmart Positioning Strategy

Why I Like Walmart’s Positioning Strategy: Walmart became the industry standard for convenient and inexpensive shopping for everything from groceries to automotive supplies. The mega-retailer focuses less on quality-based and customer service positioning - two areas Target adopted.

Why I Like Target’s Positioning Strategy: Sure, I could say, “Both stores sell the same items; what’s the difference?” I think Target fans would disagree and gladly point to seemingly longer lines and less organized aisle shelves at Walmart that make for a less-than-stellar shopping experience. But, Walmart patrons find the low prices and convenience of having a store just a few blocks away worth it.

6. Cash App vs. Venmo

Cash App and Venmo have become cultural mainstays in their own right. When getting paid back once relied on "I’ll pay you back later," both apps now ensure everyone keeps their word by letting users request the funds they’re owed.

I use both apps, but I know that some of my friends have a strict preference.

Cash App vs. Venmo Positioning Strategy

Why I Like Cash App’s Positioning Strategy: Cash App focuses on getting money from point A to B as quickly as possible. Its positioning strategy, focused on convenience, is apparent right from the app's home screen as you land on the screen to initiate a transaction.

Why I Like Venmo’s Positioning Strategy: Venmo puts the transactional aspect of sending and receiving money on the back burner and centering connections with friends. Instead of the transactional screen, the landing page is a log of your friend's recent transactions.

7. Peloton vs. Bowflex VeloCore

If you thought the market for at-home stationary bikes was a monolith, I invite you to think again. This segment of the at-home workout equipment market has boomed in the past few years, with Peloton leading the way. Although the brand isn’t brand new, it’s one of the youngest players in the industry and is giving seasoned competitors like Bowflex a serious reason to sweat.

Peloton vs. Bowlfex VeloCore Positioning Strategy

Why I Like Peloton’s Positioning Strategy: Peloton’s brand combines convenience with social media positioning strategies to expertly appeal to younger consumers with disposable income to spend on workouts. It keeps a pulse on trends that make the markets tick and offers products and services that meet those needs in (what seems like) real time.

Why I Like Bowflex VeloCore’s Positioning Strategy: Bowflex VeloCore knows that behind all the Peloton hype is a steep price point that boxes many out of the market, so the brand competes on price instead. With a comparable (and, by some standards, better) product, its brand essence chart looks completely different from one Peloton might have. Here’s my take on Bowflex VeloCore’s chart:

And here's Monigle senior director Brian Elkins’ rendition of Peloton’s chart:

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How to Create a Successful Brand Presentation (Tips + Templates)

A well-crafted presentation can distinguish between securing a deal and losing a potential client. Depending on your industry, competition can be fierce when presenting ideas, strategies, and results in the most impactful format while working with a professional aesthetic. On this behalf, a branded presentation goes beyond a mere collection of slides; it visually represents a company’s identity and values.

This article will guide you in the concept of branded presentations, differentiating them from brand identity in presentations and exploring the essential elements to secure their maximum potential. Additionally, we provide a list of ready-made PowerPoint templates to make your design job easier.

Table of Contents

What is a Branded Presentation?

What is the difference between brand presentation and brand identity presentation, elements of a brand presentation, how to create a brand presentation slide by slide, tips for creating an effective branded presentation, recommended brand presentation powerpoint templates, final words.

A branded presentation is a customized set of PowerPoint slides that reflect a company’s unique design style and visual identity. This means that the presentation includes specific elements that are consistent with the company’s branding guidelines. These elements often encompass the company’s logo, brand colors, fonts, photography style, and other graphical elements that are part of the company’s visual identity.

Branded presentations are required tools for an efficient communication plan in any business or organization, considering both internal and external communications. By incorporating the visual elements that define the brand, these presentations help maintain a cohesive brand image, reinforcing brand awareness.

Although brand presentation and brand identity presentations are terms used interchangeably, there are considerable differences between them as they are used in their respective contexts.

Brand Presentation

A brand presentation communicates various business-related information, such as project updates, sales reports, marketing strategies, and more. It is tailored to fit the specific message and audience of the presentation while ensuring that all visual elements adhere to the company’s branding guidelines. The focus is on the presentation’s content, with the branding elements providing a consistent and professional backdrop.

Brand Identity Presentation

On the other hand, a brand identity presentation is specifically designed to introduce and explain the elements of a company’s brand identity. This type of presentation is often used during brand rollouts, rebranding efforts, or to onboard new employees and partners. It provides a comprehensive overview of the brand’s visual and verbal identity, including the logo (read our article on logo presentation for more insights), color palette, typography , imagery, tone of voice, and brand values . The goal is to educate and align all stakeholders on the brand’s look and feel, ensuring consistency across all touchpoints.

Bonus tip: Check our guide on color theory to learn how to create harmonic color palettes for your brand identity presentation.

The following elements must be included in any brand deck.

The company’s logo should be prominently displayed on each slide. There are multiple methods to accomplish that: a footer, a watermark logo, a small logo at the top-right corner of the slide, etc.

Using a logo in a slide deck helps to immediately associate the presentation with a company or organization.

Brand Colors

When creating the slides, the use of the company’s color palette must be considered to maintain a consistent aesthetic and integrate the logo as a natural element.

Presenters can use different color schemes if the logo is monochromatic or harmonious palettes in case we count with a pre-established color selection. To create a unified look, these colors should be used for backgrounds, text, and graphical elements.

Have you ever heard the phrase “less is more”? Certainly, this applies to the use of fonts in your presentation slides. A branding presentation must work with the same typefaces selected for the logo or with options defined at the brand identity stage.

As a general rule, never use more than three different typefaces or more than three font weights in the same slide deck.

Imagery Style

One aspect that defines a professional brand aesthetic is to count with images or photos in the same style across slides. If you work with photos, then stick to similar editing settings. If you opt for illustrations, then continue using illustrations across the branded slides.

Another example is mixing black-and-white images with fully colored images. As a rule, you should use the same color scheme across your images.

Graphical Elements

Icons, graphs, patterns, charts, shapes, and any other graphical element. On this behalf, you can find fine examples of what to include in these categories:

Brand Strategy PowerPoint templates
Brand Awareness templates
Brand Management templates

While primarily visual, the tone of voice in any text or spoken elements should also reflect the brand’s personality and values. Avoid unnecessary jargon and changes between active and passive voice.

Creating a branded presentation is fairly easy once you master the steps. The core structure remains the same, but the body slides can be changed depending on the requirements of your presentation.

Title Slide

This slide sets the tone for the entire presentation. In a few words, it’s your introduction card.

The company logo should be prominently displayed but in a subtle way so it doesn’t compete with the text. The presentation title must use the brand’s font and color scheme, including a subtitle with a lighter font weight version of the brand’s font. Format the date and presenter’s name so that it can be easy to edit if the slide deck has to be repurposed.

Agenda Slide

The agenda slide serves to outline the main points to be covered in the presentation, hence giving the audience a clear understanding of what to expect. You can use the brand’s accent colors to highlight each point of the talk or creative PPT icons to bring attention.

Introduction Slide

Like any other presentation, you need to introduce the purpose and context. A branded presentation would take into account the imagery style, color palette, typefaces, and logo placement.

Body Slides

Depending on the kind of presentation you’re building, the structure of the slides will vary. Since consistent logo placement is a must in branded presentations, in our experience, it’s best to stick with the top-right corner or footer as a potential position for it. If you opt for the latter, be sure to place the logo at the opposite corner of the slide number indicator. Keep in mind you don’t have to add the logo to all slides, as that’s overwhelming for the viewer.

Charts and graphs have to bear the same color palette designated for the brand identity or directly contrasting colors in case we work with a monochromatic scheme. One useful concept to master is the brand essence wheel , as it can help us curate which content is relevant for our presentation, depending on the context.

Conclusion Slide

When defining how to end a presentation , presenters summarize the core concepts disclosed in the presentation and use call-to-actions to elicit a response from the audience. The text should be kept concise and focused, using the brand’s accent colors for the call to action button or graphics.

Tip #1 – Start with a Template

Working with professionally-designed PowerPoint templates cuts down the branded slides creation process by over 200%. Not only do you not have to worry about color pairing or font pairing choices, but you also ensure that a consistent look is going to be used across all slides in your deck. In case you don’t find a template that bears the same colors as your branding, you can easily customize it in both PowerPoint or Google Slides.

Tip #2 – Leverage Social Proof

Incorporate testimonials, client logos, and case studies that reflect your brand’s credibility. This is of particular interest in scenarios like business pitches or sales presentations, where your reputation is the one key factor that can make or break a deal.

Tip #3 – Incorporate Motion Graphics

Not all presentations have to bear a boring, old-school 2D look. Using branded motion graphics or animations is a great method to engage your audience and explain complex concepts in a more dynamic format.

Tip #4 – Negative Space is Your Friend

Don’t overload slides with tons of content to show how much you know about a topic. A presenter who mastered the art of communication is well aware that less is more, so learn how to effectively use negative space to make the slides look clean. Focus on emphasizing key content rather than populating slides on the go.

Tip #5 – About Your Backgrounds

Use simple, branded backgrounds to focus the attention on the content, not the graphics. Gradient effects can be used as long as they remain subtle.

Tip #6 – Test for Accessibility

A point to take into account, especially for company-wide presentations, is to check for high-contrast colors, readable fonts, and alt text for images. Considering accessibility for your presentations is a must these days if you care about your attendees and the experience they get out of your content.

Tip #7 – Logo Placement

Unlike what most people think, your logo doesn’t need to be shown on every single slide. In fact, that’s a bad practice as you overcrowd the slides with content. It’s a very different scenario if we talk about academic presentations where the slides may be repurposed for educational content – thus, your branding is important in terms of intellectual property. Once again, for most cases, placing your logo every 3-4 slides is good and plenty.

1. Operational Planning Branded Presentation PPT Template

Technology and Innovation Template Slide

This slide deck contains all that’s required to create accurate report presentations on logistics, processes, management, HR, and more. This animated brand presentation template counts with a cohesive aesthetic and carefully thought logo placement to meet the requirements of each slide. Check it out!

Use This Template

2. Branded Corporate Event Planning PowerPoint Template

Managing Attendees PowerPoint Slide - Corporate Planning PPT Template

Ideal for HR professionals, event planners, managers, and anyone who has to organize a corporate event. We count with multiple tools for decision-making processes in event management, such as event goals, dos and don’ts for venue location selection, event marketing strategies, and the list goes on. A creative color palette with a nice logo placement distributed across 15 slides.

3. Minimalistic Black & White Brand Presentation Template

Whenever you need to create a formal, clean-looking brand presentation in a monochromatic palette, this is the option to check. Nine slides with a clear structure that doesn’t overwhelm the viewer are perfect for introducing a company, presenting a series of facts, or for in-company meetings. A ‘Thank You’ slide with contact information and social media icons is also included.

4. Branded Corporate Expense Management PPT Template

Intended for training financial professionals in the art of tracking the movements, budget, and overall expenses of any corporation, this slide deck manages an analogous color palette and pre-established placeholder areas for logo placement. The balance between colors ensures an appropriate contrast and an excellent readability experience.

5. Company Profile Branded Presentation Template

If you’re looking for a slide deck packed with tools to deliver a company profile presentation, but also considering branding requirements, see no further. This is the option to go in terms of ease of editing, graphics quality, and resources offered. 18 slides to check and customize now.

Coming up with a branded presentation is not a complex process. Presenters can use multiple tools available online to come up with professional-quality results, like presentation templates, font pairing tools, branding guideline documents, and the list goes on. It’s important to highlight the brand in the subtle details, like color selection, rather than overloading slides with badly sized logos or repeated branding elements (i.e., website address). Keep it simple and iterate to achieve your desired result.

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Brand Extension and Positioning with Samples and Examples

Deepali Khatri

Are you ready to dive into the world of brand extension and positioning?

In this blog, well explore the awesome strategies that smart companies use to level up their game.

Brand extension is like a superhero sidekick – it takes a trusted brand and launches it into new product territories.

And positioning? It's the art of creating a unique spotlight for your brand, making sure it shines brighter than the competition.

Get ready to uncover the secrets of these strong movements and how they can boost your company. Let's elevate your brand to stardom!

But let’s first understand what is Brand extension and positioning.

Brand Extension

Brand extension is a marketing strategy in which a company uses its established brand name and equity to introduce new products or enter new markets that are related to the company's core offerings. It involves leveraging the existing brand's reputation, recognition, and trust to promote and sell the new products or services. The goal of brand extension is to capitalize on the positive associations and customer loyalty associated with the original brand, ultimately increasing the chances of success for the new offerings.

For example, a well-known soft drink brand introducing a new line of flavored water beverages or a popular technology company expanding into the home automation market are examples of brand extensions.

Brand Positioning

Positioning refers to the process of creating a distinct image and identity for a product, service, or brand in the minds of consumers in comparison to its competitors. It involves how a company wants its target audience to perceive its offerings, and it often highlights unique selling points that differentiate the brand from others in the market.

Effective positioning helps to communicate the value and benefits of the product or brand clearly, making it more appealing to the target market. The goal of positioning is to occupy a specific and favorable position in the minds of consumers, ensuring they perceive the brand as the best solution to fulfill their needs or desires.

Brand Extension and Positioning PowerPoint Templates

Our experts at SlideTeam have come up with the amazing PowerPoint templates that lets you customize the slides as per your business needs.

Whether you're exploring exciting product expansions or seeking to conquer fresh markets, these templates are your secret weapon!

Craft visually captivating presentations that reflect your brand's essence and captivate your audience. Get ready to leave a lasting impact and watch your business soar!

Let's dive in and make your brand extension dream a reality!

Cover Slide

A Brand Extension and Positioning Strategy presentation's cover slide is of utmost importance since it creates an impression and establishes the tone for the rest of the presentation. It captures the essence of the strategy, visually communicates the brand's identity, and conveys the core message succinctly. An impactful cover slide grabs the audience's attention, piquing their interest to delve further into the presentation.

It acts as a focal point, highlighting the brand's extension goals and positioning in the market. A well-designed cover slide like the one shown reinforces brand consistency and professionalism, instilling confidence in stakeholders and reinforcing the strategic direction.

Download this PowerPoint Template Now

Brand Extension Overview

The Brand Extension Overview slide provides a thorough overview of brand extension as a method for strategic growth. This presentation opens with a definition of brand extension that is both clear and succinct and captures the heart of the idea. The efficiency of this method in contemporary markets is further highlighted by the incorporation of attractive branding facts.

The given slide highlights the benefits of brand extension by showing how it may be used to leverage current brand value, reduce risks, and enter new markets. This overview slide attempts to educate and enthral the audience with a visually appealing design, giving them a strong basis for comprehending the significance and possible advantages of brand extension in fostering corporate growth.

Why Brand Extension is a Popular Marketing Strategy ?

This compelling PowerPoint slide showcases the undeniable popularity of brand extension as a marketing strategy through informative graphs and statistics. The line chart reveals key insights on the success of newly developed products and brand extensions. It highlights the remarkable rate of trial and adoption among consumers, demonstrating the strategy's effectiveness in attracting new customers.

The conversion rate data emphasizes how brand extension efficiently converts leads into loyal consumers. Additionally, the impressive repeat purchase rate showcases the enduring appeal and customer loyalty generated by well-executed brand extensions. Lastly, the slide unveils the survival rate of brand extensions, underlining their ability to thrive in competitive markets. Together, these statistics reinforce the prominence and efficacy of brand extension as a favored marketing approach.

Steps to Plan a Brand Extension

The "Steps to Plan a Brand Extension" PowerPoint slide offers valuable insights into the strategic process of extending a brand successfully. This informative slide presents a clear and concise breakdown of essential steps that companies can follow to plan their brand extension with confidence. It emphasizes the significance of conducting thorough surveys to gauge customer preferences and market demands.

The slide also highlights the importance of defining clear goals, identifying available resources, staying updated with market trends, and conducting competitive analyses. By covering these key points, the slide equips businesses with a structured approach to navigate the complexities of brand extension and make well-informed decisions for sustainable growth and market dominance.

Risks and Reciprocal Effect of Brand Extension

This slide provides an insightful analysis of the risks associated with brand extension and introduces a framework to measure the reciprocal effects that arise from this strategic decision. Brand extension, while offering potential growth opportunities, also carries inherent risks that can impact brand equity and consumer perceptions. The slide succinctly outlines these risks, including brand dilution, consumer confusion, and potential damage to the existing brand identity.

In addition, the slide presents a structured framework that enables businesses to assess the positive or negative impact of brand extension on the parent brand. This framework helps in gauging consumer acceptance, brand fit, and long-term implications. By understanding these reciprocal effects, companies can make informed decisions on whether to pursue brand extension ventures or explore alternative strategies for sustainable growth.

Product Overview Slide

The Product Overview slide provides a thorough overview of our most recent product, highlighting both its practical and psychological advantages. The important aspects of the product are highlighted in this visually appealing slide, which also demonstrates how it meets the unique demands of our clients while inspiring strong emotional connections. The functional advantages are succinctly and plainly described and range from improved performance to time-saving capabilities.

The slide also explores the emotional advantages, showing how our brand extension product connects with customers on a deeper level and promotes loyalty and satisfaction. We hope to communicate the distinctive value proposition of our product and the substantial market impact it has with this thorough review.

Conclusion

Brand extension is a potent tactic that enables companies to use their current brand value and confidently enter new markets. We have looked at the key components of a successful brand extension and positioning strategy in this article, highlighting the significance of upholding brand consistency while adjusting to new product categories. Companies can effectively position their brand extensions by following the instructions in the book, ensuring that they are consistent with the main brand values and appealing to their target market.

We at SlideTeam offers you customizable PowerPoint templates that make it easier to make spectacular and coherent presentations to support your brand extension journey. These templates allow you to demonstrate your brand extension with style and expertise while also saving time.

Take advantage of the potential that brand extension offers and utilise our templates as a starting point to create an engaging story that captures customers and boosts the credibility of your brand. You'll confidently traverse the road to success in the dynamic and ever-evolving industry with a well-executed brand extension and our user-friendly templates.

1. What is brand extension? Brand extension is a marketing strategy where a company uses its existing brand name to launch new products or enter new markets.

2. Why is brand extension important?

Brand extension allows companies to leverage the equity of their established brand, reducing the need for significant marketing efforts and gaining consumer trust faster.

3. How to ensure a successful brand extension? A successful brand extension requires thorough market research, ensuring the extension aligns with the core values of the brand and meets the needs of the target audience.

4. What are the risks associated with brand extension?

Risks include potential dilution of the original brand image, if the extension fails to deliver as expected, it can negatively impact the parent brand's reputation.

5. How does positioning strategy influence brand extension? Positioning strategy defines how a brand wants to be perceived in the minds of consumers. For brand extension, it helps ensure the new product aligns with the desired brand perception, creating a consistent brand image.

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Brand Positioning Presentation Templates

Brand positioning is about strategically placing your brand in customers' minds, aiming for a unique and memorable image. In brand positioning presentations, you define your brand in comparison to competitors, creating a distinct value proposition that's credible and valuable to your customers.

Our templates are expertly designed to assist you in creating a compelling brand positioning presentation. These templates not only enhance effectiveness but also ensure visual appeal and consistency, helping you communicate your brand's unique identity.

Download our editable brand positioning ppt templates

Template 1: Brand Positioning

Our compelling storylines are the secret of instant presentation building. Try yourself for free. Simply download and use the template or build one yourself with Prezent's free trial.

Tips to create a compelling Brand Positioning Presentation

Highlight your USP

Clearly articulate what makes your brand stand out from competitors. Emphasize the unique value and advantages your brand brings to customers.

Craft a compelling narrative

Utilize storytelling techniques to create a memorable brand positioning. Engaging narratives not only boost audience engagement and retention but also establish an emotional connection between your audience and your brand.

Utilize engaging and consistent visuals

Leverage visual elements such as images, videos, and charts to complement your narrative. These visuals enhance understanding and captivate your audience. Ensure a consistent visual theme by using your brand colors, fonts, and imagery throughout the presentation, reinforcing brand recognition.

Encourage audience interaction

Encourage audience engagement by incorporating questions and discussions. Actively involving your audience not only cultivates a deeper understanding and connection with your brand but also provides valuable feedback and suggestions.

Brand consistency across channels

Ensure that your brand messaging aligns across various channels. Consistency builds trust and reinforces your brand positioning.

Explore our comprehensive guide on brand strategy presentation that covers everything from crafting your brand identity to evaluating your brand's success. Whether you're in the initial stages of development or seeking ways to measure your brand's impact, our guide is designed to provide the insights and tools you need for a successful brand strategy.

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IMAGES

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COMMENTS

Brand positioning | PPT - SlideShare
This document discusses various strategies for positioning a brand, including: - Quality positioning - Focusing on a specific area of quality or expertise to differentiate from competitors. - Value/price positioning - Emphasizing either a high-end or value-priced offering while ensuring quality.
Top 10 Brand Positioning PowerPoint Presentation Templates in ...
Use our pre-made Brand Positioning PowerPoint Presentations. These are designed to help you carve out a unique and compelling market position for your brand. Each PPT template is fully editable and professionally designed, helping you deliver impactful presentations.
How to create a compelling brand positioning presentation
These customizable brand positioning presentation templates offer guidance on how to articulate your brand positioning strategy effectively, ensuring that your message resonates with your audience and drives meaningful engagement.
Brand Positioning PowerPoint Presentation Slides | PPT
This document discusses various strategies for positioning a brand, including: - Quality positioning - Focusing on a specific area of quality or expertise to differentiate from competitors. - Value/price positioning - Emphasizing either a high-end or value-priced offering while ensuring quality.
Brand Positioning Strategy Presentation Template - You Exec
A brand positioning strategy can help a company communicate its value to consumers effectively by clearly defining its unique selling proposition (USP) and differentiating it from competitors. It allows the company to convey its core values and benefits that it offers to its target customers.
A Complete Guide to Successful Brand Positioning - HubSpot Blog
A brand positioning strategy is crucial to success in your market. Find out which strategies work best and how to position your brand in a few easy steps.
How to Create a Successful Brand Presentation (Tips + Templates)
This article will guide you in the concept of branded presentations, differentiating them from brand identity in presentations and exploring the essential elements to secure their maximum potential. Additionally, we provide a list of ready-made PowerPoint templates to make your design job easier.
Brand Extension and Positioning with Samples and Examples
Use these brand extension and positioning templates to craft visually appealing presentation that reflect your brand's essence.
Brand Positioning Presentation Template - Prezent
Brand positioning is about strategically placing your brand in customers' minds, aiming for a unique and memorable image. In brand positioning presentations, you define your brand in comparison to competitors, creating a distinct value proposition that's credible and valuable to your customers. ‍
brand positioning with examples | PPT - SlideShare
Brand positioning refers to differentiating a product or service from competitors by fitting it to a specific market segment based on benefits. An effective brand position is unique, credible, and sustainable in the consumer's mind.