The Three C's of Brand Positioning: A Formula for Success
Brand Strategist Jonathan Sankey of CUT THRU Branding, demystifies the formula for successful brand positioning. He emphasises the three C's: Customer, Company, and Competitors. Sankey highlights the importance of aligning customer needs with company strengths and competitor weaknesses. Using examples from Volvo, Apple, and Dollar Shave Club, he illustrates how this strategic approach can optimise brand positioning and unlock a brand's potential.
As a brand strategist, I've spent a considerable part of my 20yr career studying and teaching the fundamentals of brand positioning. It's a topic that's often misunderstood, oversimplified, or, worse, ignored. But, in my view, it's the very DNA of your brand. It's not something you can decide on a whim or in a vacuum. It's a formula, a precise blend of three critical elements: the Customer, the Company, and the Competitors.
The formula is simple: "What is it that our customers need, that we can do, that our competitors suck at?" It's not your choice - research works all of these out for you. Let's delve into each of these components and see how they work together to create a robust brand positioning strategy.
Customer
The first C, the customer, is the starting point of any brand positioning strategy. It's all about understanding what your customers need, want, and value. This isn't about guesswork or assumptions. It's about rigorous market research, customer surveys, and data analysis.
Take the example of Volvo. The Swedish automaker has positioned itself as the safest car brand in the world. This positioning wasn't plucked out of thin air. It was based on a deep understanding of a segment of customers who value safety above all else when buying a car.
Company
The second C, the company, is about understanding what you can do. What are your strengths, capabilities, and unique selling propositions? What can you offer that others can't?
Consider Apple. The tech giant has positioned itself as a leader in innovation and design. This isn't just a marketing gimmick. It's rooted in the company's capabilities, from its cutting-edge R&D to its meticulous focus on product design.
Competitors
The third C, the competitors, is about understanding where your competitors fall short. What are they not doing, or not doing well, that you can capitalize on?
Take the example of Dollar Shave Club. The startup disrupted the razor market by identifying a gap left by incumbents like Gillette: affordable, high-quality razors delivered straight to your door.
The Power of the Combination
Now, here's the crucial part. The three C's don't work in isolation. They work in combination. It's about finding that sweet spot where customer needs, company capabilities, and competitor weaknesses intersect. That's your brand positioning.
Let's go back to the Volvo example. Safety (customer need) + Volvo's engineering prowess (company capability) + perceived lack of safety in other brands (competitor weakness) = Volvo's brand positioning as the safest car brand.
This combination is why I often refer to brand positioning as the brand's DNA. It's a unique code that defines what your brand stands for, differentiates it from competitors, and resonates with your target customers.
Conclusion
In conclusion, brand positioning isn't a choice. It's a formula. It's a rigorous, research-driven process that requires a deep understanding of your customers, your company, and your competitors. It's not about individual elements but the combination of these elements. That's the DNA of your brand.
So, the next time you're thinking about your brand positioning, remember the three C's. Ask yourself: "What is it that our customers need, that we can do, that our competitors suck at?" The answer might just be the key to unlocking your brand's true potential.
Remember, in the world of branding, there are no shortcuts. The three C's aren't a magic bullet. They're a formula, a roadmap, a compass. Use them wisely, and they can guide you to a brand positioning strategy that's not just compelling and distinctive, but also deeply rooted in the realities of your market, your capabilities, and your competition.
And that, my friends, is the power of the three C's.
Cheers
Jonathan Sankey
UPDATE:
The Art of Brand Positioning: Unveiling the Three C's
As a brand strategist, I've spent a considerable part of my 20yr career studying and teaching the fundamentals of brand positioning. It's a topic that's often misunderstood, oversimplified, or, worse, ignored. But, in my view, it's the very DNA of your brand. It's not something you can decide on a whim or in a vacuum. It's a formula, a precise blend of three critical elements: the Customer, the Company, and the Competitors.
The Brand Positioning Formula
The formula is simple: "What is it that our customers need, that we can do, that our competitors suck at?" It's not your choice - research works all of these out for you. Let's delve into each of these components and see how they work together to create a robust brand positioning strategy.
Customer
The first C, the customer, is the starting point of any brand positioning strategy. It's all about understanding what your customers need, want, and value. This isn't about guesswork or assumptions. It's about rigorous market research, customer surveys, and data analysis.
Example: Volvo
Take the example of Volvo. The Swedish automaker has positioned itself as the safest car brand in the world. This positioning wasn't plucked out of thin air. It was based on a deep understanding of a segment of customers who value safety above all else when buying a car.
Company
The second C, the company, is about understanding what you can do. What are your strengths, capabilities, and unique selling propositions? What can you offer that others can't?
Example: Apple
Consider Apple. The tech giant has positioned itself as a leader in innovation and design. This isn't just a marketing gimmick. It's rooted in the company's capabilities, from its cutting-edge R&D to its meticulous focus on product design.
Competitors
The third C, the competitors, is about understanding where your competitors fall short. What are they not doing, or not doing well, that you can capitalise on?
Example: Dollar Shave Club
Take the example of Dollar Shave Club. The startup disrupted the razor market by identifying a gap left by incumbents like Gillette: affordable, high-quality razors delivered straight to your door.
The Power of the Combination
Now, here's the crucial part. The three C's don't work in isolation. They work in combination. It's about finding that sweet spot where customer needs, company capabilities, and competitor weaknesses intersect. That's your brand positioning.
Let's go back to the Volvo example. Safety (customer need) + Volvo's engineering prowess (company capability) + perceived lack of safety in other brands (competitor weakness) = Volvo's brand positioning as the safest car brand.
This combination is why I often refer to brand positioning as the brand's DNA. It's a unique code that defines what your brand stands for, differentiates it from competitors, and resonates with your target customers.
Conclusion
In conclusion, brand positioning isn't a choice. It's a formula. It's a rigorous, research-driven process that requires a deep understanding of your customers, your company, and your competitors. It's not about individual elements but the combination of these elements. That's the DNA of your brand.
So, the next time you're thinking about your brand positioning, remember the three C's. Ask yourself: "What is it that our customers need, that we can do, that our competitors suck at?" The answer might just be the key to unlocking your brand's true potential.
Remember, in the world of branding, there are no shortcuts. The three C's aren't a magic bullet. They're a formula, a roadmap, a compass. Use them wisely, and they can guide you to a brand positioning strategy that's not just compelling and distinctive, but also deeply rooted in the realities of your market, your capabilities, and your competition.
And that, my friends, is the power of the three C's.
Cheers,
Jonathan Sankey
The Three C's of Brand Positioning: A Formula for Success
As a brand strategist, I've spent a considerable part of my 20yr career studying and teaching the fundamentals of brand positioning. It's a topic that's often misunderstood, oversimplified, or, worse, ignored. But, in my view, it's the very DNA of your brand. It's not something you can decide on a whim or in a vacuum. It's a formula, a precise blend of three critical elements: the Customer, the Company, and the Competitors.
The formula is simple: "What is it that our customers need, that we can do, that our competitors suck at?" It's not your choice - research works all of these out for you. Let's delve into each of these components and see how they work together to create a robust brand positioning strategy.
Customer
The first C, the customer, is the starting point of any brand positioning strategy. It's all about understanding what your customers need, want, and value. This isn't about guesswork or assumptions. It's about rigorous market research, customer surveys, and data analysis.
Take the example of Volvo. The Swedish automaker has positioned itself as the safest car brand in the world. This positioning wasn't plucked out of thin air. It was based on a deep understanding of a segment of customers who value safety above all else when buying a car.
Company
The second C, the company, is about understanding what you can do. What are your strengths, capabilities, and unique selling propositions? What can you offer that others can't?
Consider Apple. The tech giant has positioned itself as a leader in innovation and design. This isn't just a marketing gimmick. It's rooted in the company's capabilities, from its cutting-edge R&D to its meticulous focus on product design.
Competitors
The third C, the competitors, is about understanding where your competitors fall short. What are they not doing, or not doing well, that you can capitalize on?
Take the example of Dollar Shave Club. The startup disrupted the razor market by identifying a gap left by incumbents like Gillette: affordable, high-quality razors delivered straight to your door.
The Power of the Combination
Now, here's the crucial part. The three C's don't work in isolation. They work in combination. It's about finding that sweet spot where customer needs, company capabilities, and competitor weaknesses intersect. That's your brand positioning.
Let's go back to the Volvo example. Safety (customer need) + Volvo's engineering prowess (company capability) + perceived lack of safety in other brands (competitor weakness) = Volvo's brand positioning as the safest car brand.
This combination is why I often refer to brand positioning as the brand's DNA. It's a unique code that defines what your brand stands for, differentiates it from competitors, and resonates with your target customers.
Conclusion
In conclusion, brand positioning isn't a choice. It's a formula. It's a rigorous, research-driven process that requires a deep understanding of your customers, your company, and your competitors. It's not about individual elements but the combination of these elements. That's the DNA of your brand.
So, the next time you're thinking about your brand positioning, remember the three C's. Ask yourself: "What is it that our customers need, that we can do, that our competitors suck at?" The answer might just be the key to unlocking your brand's true potential.
Remember, in the world of branding, there are no shortcuts. The three C's aren't a magic bullet. They're a formula, a roadmap, a compass. Use them wisely, and they can guide you to a brand positioning strategy that's not just compelling and distinctive, but also deeply rooted in the realities of your market, your capabilities, and your competition.
And that, my friends, is the power of the three C's.
Cheers
Jonathan Sankey
UPDATE:
The Art of Brand Positioning: Unveiling the Three C's
As a brand strategist, I've spent a considerable part of my 20yr career studying and teaching the fundamentals of brand positioning. It's a topic that's often misunderstood, oversimplified, or, worse, ignored. But, in my view, it's the very DNA of your brand. It's not something you can decide on a whim or in a vacuum. It's a formula, a precise blend of three critical elements: the Customer, the Company, and the Competitors.
The Brand Positioning Formula
The formula is simple: "What is it that our customers need, that we can do, that our competitors suck at?" It's not your choice - research works all of these out for you. Let's delve into each of these components and see how they work together to create a robust brand positioning strategy.
Customer
The first C, the customer, is the starting point of any brand positioning strategy. It's all about understanding what your customers need, want, and value. This isn't about guesswork or assumptions. It's about rigorous market research, customer surveys, and data analysis.
Example: Volvo
Take the example of Volvo. The Swedish automaker has positioned itself as the safest car brand in the world. This positioning wasn't plucked out of thin air. It was based on a deep understanding of a segment of customers who value safety above all else when buying a car.
Company
The second C, the company, is about understanding what you can do. What are your strengths, capabilities, and unique selling propositions? What can you offer that others can't?
Example: Apple
Consider Apple. The tech giant has positioned itself as a leader in innovation and design. This isn't just a marketing gimmick. It's rooted in the company's capabilities, from its cutting-edge R&D to its meticulous focus on product design.
Competitors
The third C, the competitors, is about understanding where your competitors fall short. What are they not doing, or not doing well, that you can capitalise on?
Example: Dollar Shave Club
Take the example of Dollar Shave Club. The startup disrupted the razor market by identifying a gap left by incumbents like Gillette: affordable, high-quality razors delivered straight to your door.
The Power of the Combination
Now, here's the crucial part. The three C's don't work in isolation. They work in combination. It's about finding that sweet spot where customer needs, company capabilities, and competitor weaknesses intersect. That's your brand positioning.
Let's go back to the Volvo example. Safety (customer need) + Volvo's engineering prowess (company capability) + perceived lack of safety in other brands (competitor weakness) = Volvo's brand positioning as the safest car brand.
This combination is why I often refer to brand positioning as the brand's DNA. It's a unique code that defines what your brand stands for, differentiates it from competitors, and resonates with your target customers.
Conclusion
In conclusion, brand positioning isn't a choice. It's a formula. It's a rigorous, research-driven process that requires a deep understanding of your customers, your company, and your competitors. It's not about individual elements but the combination of these elements. That's the DNA of your brand.
So, the next time you're thinking about your brand positioning, remember the three C's. Ask yourself: "What is it that our customers need, that we can do, that our competitors suck at?" The answer might just be the key to unlocking your brand's true potential.
Remember, in the world of branding, there are no shortcuts. The three C's aren't a magic bullet. They're a formula, a roadmap, a compass. Use them wisely, and they can guide you to a brand positioning strategy that's not just compelling and distinctive, but also deeply rooted in the realities of your market, your capabilities, and your competition.
And that, my friends, is the power of the three C's.
Cheers,
Jonathan Sankey