How to Create a Brand Positioning for a Small Business

Step-by-Step Guide

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   Step 1: Block out three hours for the meeting and gather your key employees in a conference room.

   Make separate lists of the way you want to be perceived by customers, investors, employees, and shareholders. , Think about how your competitors would attack this value proposition, if they were talking to your customers. , Do you not want your cookie store to be seen as the local bakery? Or vice versa? , Is your business differentiated from them in a way your customers care about? , Use the results to develop your positioning statement and the associated corporate messaging it implies. ,, Start small with yellow page ad placement/copy, work towards a goal of propagating your brand's position in anything that relates to your company, including collateral, invoices, etc.
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   Step 2: Hire an outside consultant or nominate one employee to serve as the moderator and note taker to capture all the ideas the team develops.

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   Step 3: Brainstorm

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   Step 4: brainstorm

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   Step 5: brainstorm.

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   Step 6: Create an honest assessment of your company's unique value proposition.

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   Step 7: List the positions you wish to avoid.

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   Step 8: Analyze how your competitors are positioning themselves.

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   Step 9: Synthesize the results of your brainstorming session a few days after the initial meeting.

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    Step 10: Test the new positioning statement on customers

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    Step 11: employees

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    Step 12: and investors to confirm you created a good positioning.

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    Step 13: Create action items in establishing your brand in the marketplace for your team to accomplish.

Detailed Guide

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