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Bergeron Creative Studios on Brand Positioning

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Bergeron Creative Studios on Brand Positioning

  1. 1. IDEAS THAT DIFFERENTIATE ™ 3Ps of Brand Positioning
  2. 2. “ In the mind of your target audience their perception of your brand is reality.” Al Bergeron President & Chief Creative Officer Bergeron Creative Studios
  3. 3. What is branding? Branding refers to how the target audience perceives a company, institution, product, service or cause.
  4. 4. What is branding? Branding > Perception not reality > Personal experience > Experience of others
  5. 5. “ Your brand positioning statement is the most important sentence you will ever write about your brand.” Al Bergeron President & Chief Creative Officer Bergeron Creative Studios
  6. 6. What is brand positioning? Brand positioning is the process of shaping how the target audience perceives your brand relative to competition.
  7. 7. What is brand positioning? Brand Positioning > What audience believes > What you want them to believe > How to bridge gap
  8. 8. 3Ps of Brand Positioning 1.  Premier 2.  Preemptive 3.  Price
  9. 9. “ Taglines must serve to communicate the essence of your brand position.” Al Bergeron President & Chief Creative Officer Bergeron Creative Studios
  10. 10. 3Ps of Brand Positioning 1.  Premier Brand Position
  11. 11. 3Ps of Brand Positioning Premier Brand Position > #1 brand in category > Market leader > Only 1 premier brand
  12. 12. 3Ps of Brand Positioning Premier Brand Example > Tagline: We’re #1
  13. 13. 3Ps of Brand Positioning 2.  Preemptive Brand Position
  14. 14. 3Ps of Brand Positioning Preemptive Brand Position > Differentiated > Valuable to audience > Credible claim
  15. 15. 3Ps of Brand Positioning Preemptive Brand Example > Tagline: We try harder
  16. 16. 3Ps of Brand Positioning 3.  Price Brand Position
  17. 17. 3Ps of Brand Positioning Price Brand Position > Commodity category > Lowest price wins > Value brand
  18. 18. 3Ps of Brand Positioning Price Brand Example > Tagline: None needed
  19. 19. ABOUT AL BERGERON Al Bergeron is President and Chief Creative Officer at Bergeron Creative Studios, a nationally recognized award-winning branding firm that integrates identity, physical, digital and social media with search marketing to engage prospects in dialog. Al has the unique talent to bridge the gap between brand strategy and creative expression. Al has won hundreds of awards for his creative work, presented as guest lecturer, and has been published in Logo Lounge, Print, Step-by-Step Graphics, Graphic Design USA and Educational Marketing Report. I N TEGRA T E D [ I D E N T I T Y + P H Y SI C AL +DI GI TA L+S OC I A L] BRAND DIFFERENT ™ CONTACT AL BERGERON al@bergeroncreative.com Follow Al Bergeron on Twitter CREATIVE MANSION 617.834.4840 Follow Al Bergeron on Linked In 151 Worcester Street Visit our Website Visit our YouTube Channel North Grafton, MA 01536 Visit our Blog Visit our Slideshare Channel 888.764.6171
  20. 20. How is your brand positioned in the mind of your target audiences?

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