Brand Positioning
MCAworks Opinion
Too often, brand development falls short of identifying the set of emotional benefits that will lead to a truly resonating emotional bond with the target, relying instead on more mundane functional benefits and supporting features and attributes.
Internally-focused thinking is often too caught up in the product’s functional features and attributes to move beyond them. Internal R&D typically has a long-vested interest and pride in how the product works, inhibiting their ability to move beyond that to what it can do for the target. The sales force typically finds it easier to communicate on a functional rather than emotional level, thereby minimizing the emotional bonding potential.
External targets also have a hard time articulating on an emotional level, making traditional brand development research ineffective. Individuals tend to discuss their needs and potential solutions in more tangible terms—that is, functional features, attributes, and benefits.
Our experience indicates that developing truly resonating brands requires a development approach that gets beyond the purely functional and explores the emotional underpinnings that can potentially drive deep-seated brand preference.
Our 4-step APEXSM brand development process reaches beyond the functional to identify the emotional bases for building sustainable brand advantage:
- Analyze – A deep-dive market assessment to understand key market drivers and competitive dynamics, as well as identify the key functional needs, desires, and attributes against which the product can deliver
- Probe – Qualitative market research, using multi-sensory stimuli and emotive techniques, to “ladder up” from the purely functional to the more emotional beliefs, values, and related benefits
- Elevate – Development and refinement, via additional market research, of a truly resonating brand positioning that will drive brand preference
- EXtrapolate – Clear direction for bringing the brand positioning to life via targeted brand communications and brand service delivery
The result of this process is a brand positioning with a clearly defined emotional end-benefit or pay-off supported by a meaningful functional benefit and its related product/service features and attributes. Such a positioning provides a strong foundation for developing strong emotional bonds with target customers, bonds that typically lead to brand differentiation and preference.
Contact Sean Folan for more information.
