How to Create a Truly Compelling Brand Story | Ulli Appelbaum | Skillshare

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How to Create a Truly Compelling Brand Story

teacher avatar Ulli Appelbaum, Strategic Problem-Solver

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Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Watch this class and thousands more

Get unlimited access to every class
Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Lessons in This Class

9 Lessons (40m)
    • 1. Introduction

    • 2. The 4 Elements of Brand Positioning

    • 3. Your First Challenge

    • 4. Defining your Consumers

    • 5. Frame of Reference

    • 6. Types of Connections

    • 7. Romance the Product

    • 8. Identifying Promising Ideas

    • 9. Final Thoughts

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About This Class

Learn how to better position your business, brand, product or idea with award-winning strategist Ulli Appelbaum

What you stand for in the mind of your consumers and customers, your brand positioning, is probably the single most important decision you can make as a business person. This is true for businesses and start-ups, brands, products or services or even social causes. In fact, the right position will 1. make your offering more appealing and relevant to your consumers, 2. allow you to really stand out from the competition, 3. break through the noise out there and actually get noticed, and 4. Help you decide what you should and shouldn’t do to build your business.

This class will provide you with the knowledge, skills, and tools you need to come up with innovative, compelling and yet relevant positioning platforms for your brand or business. It will guide and inspire you to look at your positioning exercise from every possible angle and in the process help you overcome the natural mental biases that prevent us from coming up with truly original ideas.

The content of this course is unique in that it is based on the analysis of over 1200 case studies of successful brand building and captures the 26 universal and proven successful “triggers” to positioning a brand. Being aware of these 26 “triggers” and using them to inspire ideas for your own brand will enable you to come up with way more and way better positioning ideas than any other methodology out there. More specifically, this class will provide you with:

  1. A basic framework to position a brand, any brand
  2. An overview of the 26 proven successful positioning triggers, including:
    • Ways to frame a brand
    • Ways to connect with and engage your audience
    • Sources of compelling product truth
  3. Worksheets summarizing the right questions to inspire and organize your thinking around those triggers.

I’ll also invite you, if you’re up for it, to do a little pre-post- comparison to show you how much you’ve learned in those 40 minutes.

Ultimately, this course will make you a smarter marketer and a better strategic problem solver allowing you to create truly distinctive positioning platforms for your own brand or for the brands you work on.

This course doesn’t require any prior marketing knowledge or expertise. It has been designed with marketers (including brand managers, brand strategists, market researcher, and consultants), marketing students as well as with small business owners and entrepreneurs in mind, who want to find better ways to make their business, brand, product, idea or cause stand out.

Meet Your Teacher

Teacher Profile Image

Ulli Appelbaum

Strategic Problem-Solver


Hello, I am Ulli,

I am an award-winning marketing and brand strategy consultant with more than 20 years of experience. I've held senior strategy roles at some of the largest advertising agencies in the world including BBDO, Leo Burnett, Fallon Worldwide, and SapientNitro, working on such brands as Wrigley, Harley Davidson, Hallmark, Nestle, Procter & Gamble, and Chrysler.

In 2014, I launched First-The-Trousers-Then-The-Shoes Inc. (FTT) in Minneapolis, a brand research, strategy, and innovation boutique with such clients as Siemens, Land O'Lakes, Flexera Software, Outlaw Energy Drinks, Post Consumer Brands and L-Nutra.

I've contributed to 7 Effies and an ARF (Advertising Research Federation) Ogilvy award for Excellence in Research and my insights and strategie... See full profile

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1. Introduction : determining how you want to position your rent. Whether your global corporation, a small business or even entrepreneur trying to launch a new brand is probably one of the single most important decision you could make as a business owner because you want to determine what is it you want to stand for in the mind of your consumers. And why didn't want your consumers to associate with your offering? And obviously it needs to be appealing. So this council will teach you how to come up with really compelling and differentiating yet always relevant brand positioning platforms. Hi, my name is with everybody. I have a red strategist and I'm the founder off rent consulting firm first, the trouble is that the shoes I've been doing this for over 20 years, and the foundation of this course is old. So the analysis off over 1200 case studies off effective Brent building. It is course I will teach you, or whether the poor elements off right positioning platform. I will show you around 20 starting point for ideation. That improvement successful based on this analysis I did that will inspire you to come up with genuine ideas for your own specific red, and then I will teach you how to narrow those down until you identify the most competitive . What this course is ideal for every marketing professional that deals with managing breads . It's ideal for small business owners that try to come out and beach for themselves in the category. And it's also useful and informative for students. Want to learn more about the off brand positioning. This course can be applied to obviously prime positioning a platform development, but will also used this methodology to develop new product concepts in the R and D face. Develop a new product ideas. If you want to expand into new categories and you second and looking for New York communities, and it could have to identify your horse. Compelling messaging strategy and communications strategy basically identify what is the single most important thing you need to say to your consumers, your advertising and your marketing. So I don't forget toe. Go through this force with you and see you in the next video 2. The 4 Elements of Brand Positioning: deciding on how to position your brand is basically make a Siri's off decisions on what you want to stand for in the mind of your consumers. What is it you want them toe associate with your offering? And ultimately, what is it you want them to think and feel when they think about your rent? So a very simple test is if I would wake you up at three o'clock in the morning and I ask you what comes to mind when I say McDonald's. These immediate associations described the position McDole. It says in your mind specifically Now there many different ways to capture of brand positioning many different frameworks. But each prime positioning is basically made up, out off four distinctive elements that all work together. Number one is consumer segment. You need to have a clear understanding on what group off people do you want to appear to what defines thes people. What drives those people? What went through these people need to be able to craft a strong positioning statement that really resonates with your audience. Number two is you need to decide the frame of reference of your brain and what I mean with that is the context in which you position your brand is going toe influence the way people perceive it. A very simple example is, for example, DiGiorno frozen pizza. DiGiorno obviously, is a frozen pizza that's available in grocery stores, but when they're not, should the U. S. They decided to position themselves not as a frozen pizza, but as an alternative to home delivery pizza. And the reason waas where they changed the frame of reference in which they wanted you to think about the journal and the reason that that is because at the time when they launched the gold standard for pizzas waas home delivery pizza. So if you ask people what's the best type of pizza, you could get out there. Most people would tell you home delivery, so to join a really decided toe reframe the way people think about them. But by comparing himself toe home delivery. So the third element that you need to make decisions on is what kind of benefit promised. You wanna make to your consumers basically how you want to connect with them, and I assure you in one video several different ways you can connect with consumers by delivering a sort of like benefit promise. And the fourth element, ultimately, is what I call romancing your product or your offering. And this is really about identifying what is it about what you have to offer that is so unique and so special that makes you different, and that enables you to make your benefit claim in the frame off reference. So in the case off DiGiorno again while comparing themselves to home delivery, this had immediate implications on what people thought about the flavor and the ingredients of the journal offer. So those are the four elements the consumer segment, the frame of reference, the type of benefit promise you're gonna make and ultimately, the way you want romance your products and recovered these elements in detail in the next few videos. Now a good way to capture or these elements is to use a framework that you can download, you know, which basically maps out in one sentence. The different elements I just mentioned, so the best way to do is literally to ride it out and say to and in the blank area you define your your customer segment, and what makes them unique, really appealing for your brand. Specifically, our brand is the and here you capture the free off reference that will cover a dimension in one of the next videos that provides. And here you capture the type of benefit you want toe communicate because only my brand can . And here you capture the element around the brand truth or the point of different changer off your space. Icky, specific offer. So writing down your positioning statement in this framework will help you be more rigorous and more consistent in how you write it. And obviously or the different elements will will need to fit together. So this is what a positioning stand where the bride position is and the four elements that make it up. 3. Your First Challenge: Before we get into the heart of this class, I'd like you to take a couple of minutes to do a little exercise. Look at it as a challenge. It's gonna be quick. It's gonna be easy. But it's gonna be important because when I come back to that at the end of the course, So, yes, the challenge think about a brand you want to work on. You want to think about could be a brand you currently work on. If you're marketing a complication professional, it could be yourself as a friend. If that's who you're trying to position, or if you don't have a specific brand in mind, take about a friend off cookies. Your job is to position and launch you cookie pride. So take your collection of paper and write down every single option that comes to mind. How you could position this thesis. Brian, you're working on. Forget the framework at this stage for now, so don't use the template I shared in the previous video and just focus on the idea so you can capture this idea either with a couple of words like you could call it the energy cookie. As an idea or you could use are short sentence to describe the idea. So it could be like the the cookie toe you give to show you really care. So those would be two different ideas. So right on all the ideas that you can come up with and I'll be waiting for you in the next video I employed to see what you guys come up with. 4. Defining your Consumers: now, in order to be able to develop a really strong brand positioning, you need to have a very good understanding off who the customers are that you want to appear with your brain. So you need to define your customer segment the most appealing on both promising customer segment. Now there many, many different ways to do this, and I'm not gonna be able to cover all of them. This would be worth another skewed shop class. But what you're looking for is various criterias that define the specific group that basically this group shares in common. This crack heroes could be generational. So think about, you know, millennia as a potential in ideals as a potential segment or boomers baby boars. Another criteria could be their behavior in a specific category. You know, this could be things like I gotta focus on like users or one foot was on heavy users, one of whom was on lapsed users. So this is basically defining your consumer segment based on their behavior within your category. Another way to segment that could be life stages. You know, this could be new moms are mobs, or you could even go a bit further, which is something that they hugging state, which is targeting only on second time ops. So basically, moms that have gone through a pregnancy and that had been more experience and more relaxed about their second pregnancy or another quite here, a two segment your consumers could be their states of the needs that trying to fulfill when buying a specific category or another element could be, you know, their lifestyle if you want to. Foot was on runners or people who love the outdoors, capturing the sort of like essence off. What makes up your ideal customer segment is really the first step in defining your prime positioning platform. I've learned over the years that there are two things you want to focus on when you do that . Obviously, in addition, toe identifying this group and what defines them the 1st 1 is Don't look at them as consumers look at them as people, and what that allows you to do is to look at the broader context off their lives. You know what drives that? What is it that they're passionate about? You know, what is it? They're spire tubes and then try to understand how your category fits into that broader picture, you know, I mean, no one walks around, day in, day out, just thinking about the brand off toothpaste. They're gonna purchase the brand of toothpaste pits in tow, a bigger picture off who they are, how they see themselves and what's important to them. So don't focus on your pot consumers or customers. As you know, a buyer off toothpaste called Foot was on them as sort of like a person that what's what happens to light with Based in that case, the second big thing I've learned over the years is focused on behaviors first, because ultimately is you want them to change their behavior, act towards in favor of your brand, but were able to do that. So you need to understand how they're behaving today. And the reality is, you know, there's a lot of service out there that asked people what they think when they feel on what they would do. But as we all know, what we do and what we actually say we do is often very different. Simple example is asked people, and most of them will tell you they want to live a happy life style. He had a person eat help here and in a more balanced way, and he had. 60% of the US population is overweight. Big disconnect here. So I identify your core consumer segment forwards on them as people rather than consumers off a specific category and look specifically at their behavior. And once you understand that behavior, you can observe it. Try to understand why do they behave the way they do and what drives that behavior? 5. Frame of Reference: Once you've determined what you're Corporates humor segment is and what defines them, you have to decide how you're going to frame your right. What is the frame of reference in which you want to position your brain or introduce your friend? And that is so important because how you position the frame you're going to use is going to determine the type of associations people will naturally make with your offering but would also drive the type off benefit you need to communicate. So let's say you're launching a different a new brand off beverage. You will have to decide what frame of reference you want. A position it This could be anything from, you know, Is it an energy drink? Isn't a fruit juice? Is it a thirst quencher? There was a decision we'll have to make that I'm goingto impact the way people think about you. So I'm gonna walk you through six or seven at different ways to frame the brand and you have below. You'll have a worksheet that you can download that captures those different areas, and that gives you a couple of questions to help you inspire your thinking for your own brand when he was those triggers. So the first, the most obvious way to frame a brand and also the most difficult one is to focus on your immediate competitors. So if your brand of cookies your immediate competitive set is other point of cookies out there, obviously now this is the most obvious way to place to start, and it is the place most brands and marketing people spot. But in my experience that also the least competitive because and the most difficult toe establish yourself in because, well, for when you compete with a whole bunch of other brands that offer something similar than you do, so you really need to have a product that stands out, whether it's the benefit of university, what has or ingredient its users. Or if your cookie is just sort of like, you know, part of the mix, you need to have a lower price to increase the price perception off your brand. So everything being equal, you need to lower your price to make your rent appear more appealing. So the number one sort of like area to start with to position of grant might be your immediate competitive set the next level is to look at re sort of like almost redefine the business you're operating. The way you do that is, you focus on the need states people try to satisfy when consuming your brand or buying in your category. So coming back toe the cookies, you know the needs that could be all about craving. Or it could all be about indulgence. Or it could be about taking a break. The third way to from your brand is to look at what is the gold standard in my category. What is the ideal typical occasion for which to use my brand in my specific category? I mentioned earlier the example of the Jonah Pizza at the time when they launch the gold standard for Pizza's The best pitchers who could get out. There was home delivery pizza, so they decided to associate themselves with this category toe, basically enhance, sort of like the food critic, the appeal and the product credentials it was offering. Now, nowadays, probably a home delivery would probably not be considered the gold standard pizza again. But think about what else would be you know, what would be the perfect pizza scenario out there Can acquisition my bread against that, or what associations with this idea can I use to leverage my brand and position my brand distinctively, Another very effective way and very popular way right now to position your brand is to understand your consumers culture. What is what defines the culture off your consumer segment, or what? Always interesting to do as well is what is sort of like the counterculture off a mainstream cultural. So the culture is basically a set off believes and the set of behaviors that defines a specific group off people. And either you can tap into that. Or you can position yourself against that because interesting thing is nowadays a zoo probably know I heard, like every big trend has a counter trend, and every cultural movement has a countercultural movement. So I think about fast food versus slow food. Slow food culture is all about taking your time to enjoy your meal and these kind of things . A good example for, you know, claiming or attention yourself to the cultural is when maybe launched its brand in the U. S. At the time there was a big pickup culture people wanting big engines in pick up trucks with very, very big cars, and many, obviously, is away smaller alternative. So they decided to position themselves against this big truck culture by tapping into a subculture that focuses more on, you know, efficiency space and these kind of things. So, as I mentioned earlier, for every culture you can define out there, you can define a counterculture, so understand what sort of like cultural elements. Define your consumer segment off quick, define your consumer segment, or what counterculture could you associate your could you associate your brand with to make it perceive war peeling? Another interesting way to frame a brand is to look for rituals. Consumer RE trolls. Consumer ritual is basically a sequence off step a person takes every day on a very regular basis. That leads to a transformation in the way they think and feel so routine is basically a step you do without thinking about it. Ritual changes. Your mind set changes your your frame of mind. So a typical example off ritual is the morning rituals, like whatever you do as soon as your laptop was off, you know, breakfast first. How do you get ready for the day You show for us to shape first and all the steps you go through for many people allow them to basically get from a state off. Our sleepy address woke upto. I'm ready to face the day by the time I walk out the door, so there's like a typical example off morning rituals. So as a person managing a bread, think about what other rituals out there that are relevant to your category and that you could tap into, you know that you were. You could create a meaningful role for your brand to fit in that rituals. So we've just covered five different ways to frame a brand, and I want to talk to about two more. What is a very fun game? Two dueled. So it's part of a workshop is to challenge all the category conventions that you can come up with. So every category has a certain set off conventions. Car advertising always did to show car in motion. Food communication needs to always show food. Appeal may be slow motion, you know, food and stuff like that. And when you look in every category, you can identify conventions around every single element off the marketing mix. So this could be anything from a distribution, too. You know, the way the product has made itself toe the pricing in the category toe the way the categories communicator. So one effective way is list or the conventions you can come up with in the category you're operating is and then was systematically through all these conventions and you would see some of them you have to keep, but a lot of them You can break and then use this brokered convention, so to say, to basically position your brand or reposition your bread, and the last way to frame a brand I want to talk about is identifying and solve. For a category paradox, many categories. There's a basic paradox. A paradox could be something like food that is healthy. It doesn't taste good. Or, you know, a dilemma for many parents is food that is healthy doesn't appear to your Children. Children on food that is tasty or another example in the car industry is, until Tesla came in, was basically, you know, there are electric vehicles, they're great for the environment, but they look ugly, but they're not very performing a neck trick vehicle can't be highly pie performance sports car and tear test like hemming and resolve this paradox. So resolving the category paradox Once you're identified, it is also open a very powerful way to position yourself in a very different shading and appealing way. So I first talked about several different ways to frame your red as part of your position exercise below, you will find a worksheet that captures these elements, and that gives you a couple of questions. So when I'd like you to invite you to do now is think about the brand you worked on at the beginning of this class and go through these seven categories at your shared and write down , or the new ideas that come to mind as you think about this category. So you was 37 categories as a trigger to inspire your thinking around your brand assignment and your own brand work. Go ahead, do that. It's going to take you again another five minutes, and I'll be waiting for you in the next video to speak about the different type of connections you can create with your consumers. 6. Types of Connections: the third type off decision you need to make when you want to create a brand positioning platform is how you going to connect with their consumers? How what kind of benefit are you gonna deliver them to make yourself seem valuable and to be attractive now, therefore, five different ways to do so, which I'm gonna walk you through in this section. The first and the most obvious one is to look at. What benefit does my brand provide? And traditionally, we divide this in a functional benefit and in an emotional benefit for my cookie Brian, for example, this could be a functional benefit is tastes good, and the emotional benefit could be, you know, reminds me off my childhood. But beyond functional and emotional, you can also have social benefits you may want to think about when positioning your brand. What am I saying about myself when I consume a brand in public? Or can I use this brand of cookies, for example, you know, to born and connect with other people, and the third form sorry of benefit would be a psychological benefit. I'm stressed. I want to eat this cookie that's gonna give me a little escape at the break. In my day, Here's a psychological benefit that you can associate with your right specifically. So think about functional emotional, social and psychological benefits that your brand could satisfy at the next level. Beyond that, and that is a new era that is becoming increasingly mawr, popular for certain categories. It only applies to specific categories is to focus on the sensory experience off your brand . You know what kind of senses are being triggered when interacting open, assuming or buying your brand? And what association can I create with the sensory experience before will be, you know, for a breeze. Order believing product from Prop. 10 Gambo on what they did, which was the real smart is, you know, they created the association off the smell with clean cleanliness, which is a typical example. It's a great way to to tap into the sensory experience off your brand and associate ID. Associate it with a very specific the next level off connections you can create with your consumers deals with shared values, and the belief here is that if your brand shares a set of values with your customers, they are more likely going to be toe by you. So its able customer, you know, shares the value off, you know, tradition and environmentally consciousness. If you come out there with values off, you know, modern modernity, technology innovation that might be a conflict between your values and your consumer values . So part of this area here is really about identifying what the core values that drive your consumers, what is important to them and whether the court drive core values that drive your rent. And where can you find an intersection between the two that allows you to use that as a static born for positioning platform? Another level off connections with consumers, which is increasingly popular, is defining the brands purpose. The objective here is to identify why this brand is in business. We are just making money and making a profit, and often this reason has to do with, you know, a pediment off the world. There's a lot of discussion about Brian purposes and how effective they are, But right now that's a very sort of like popular and trendy way to look at brand positioning platform. But I hope you understand by now that it's just one off many ways to do so. So a typical example for brand purpose would be a dove. Other campaign for real beauty. Last way to connect with consumers is to understand what role can your brand play in your your consumers life? And one way to capture that is to focus on rain archetypes. Archetypes are sort of like second logical constructs that happened toe deep emotion and needs people have. So when you think about, for example are outlaw archetype, outlaw archetype will resonate with people that want to do things differently that want to break the rules. Another archetype would be a jester. Andi just archetype would appeal to people you know, just wanna have fun. We just want to entertain themselves who, you know, just wanted some city things without any other purpose. So the archetype you decide to choose for your brand is gonna affect how you write your brand positioning, and it's going to affect everything you do with your right. There are a total of 12 archetypes out there. We don't have the time to go through all of them in this video. But I provide a link down there to give you an overview off those different archetypes and allow you to work with them. Identify the Wonder list was relevant for your brand, and And let this inspire your position statement. So we've no public this third actually area off what defines a strong prime positioning platform on. Just like in the previous video, I would like you to take a couple of minutes you can download again. Worksheet below. That was his only on the type of connections. And let the questions on this worksheet inspire your thinking on how you could position your own brand brand. You're working on that. Just write it down again. It's gonna take you five minutes and I'll be waiting for you again in the next video. 7. Romance the Product: last, but not least, when you want toe create a distinctive strong brand positioning, you need to make decisions on what aspect of your offering do you actually want to highlight? What is it about your offering that is so unique and so special that allows you to make benefit claim in the frame of reference you have chosen? There are many different ways to, you know, speak about your products. I want to share a few with you that are proven to be very effective, and that can help you increase the appeal of your brand and different sheets. One area that is very popular often is that the origin off your friend. What is the country of origin or the state of origin or the region off origin off your brand? Where did it start? And what do people associate with this origin that you can use to position your brand? Typical example. It's obviously hasta and pizza. You immediately think about Italy, so you know, what about you have ah read off pasa that hops from Tuscany. You immediately have a set of associations with this origin that you can leverage in your another great sort of like products story if your product can deliberate, is how the product works and how it ISS manufacturers. So, you know, is there something special about the way it is produced, and is there something special about the way it works now? A typical example for product description around the way it works is Dyson Vacuum cleaner, right, and they claim that it doesn't look new suction. What they do is they differentiate themselves from the world category by addressing one of the biggest problems in the category, which is that was vacuum cleaners whose suction after using that for a while, Dyson decided toe explain the fact that it doesn't suction a za way to differentiate yourself. Another way to romance your product is to focus on the ingredients and the components, and that doesn't really necessarily have to do with food, even though food is like the typical area where you would do that. But think about even a Hemi engine. For Dodge Hemi, that case is a sub brand that act visiting ingredient. You know that if you have a heavy engine in your car, you have a really powerful V eight engine. So think about ingredients that make your offering particularly appealing and desirable. Sometimes brands have weaknesses, and tapping into this weakness might be a good way to change the way people think about it and increase the value perception off. You're right, So a typical example is medicine that doesn't taste good, right? I don't like this medicine because it really doesn't taste good. One way to flip this around is simply too, you know, claim that the taste is an indication that the product actually works and that the medicine is working. So here's a great way to turn a brand negative associated with the new meaning and turned that into a positive that help support the benefit. Another way to highlight and talk about your product in a way that will make it appear more valuable on appear as better supporting. The benefit promise you make is to create a sense off scarcity as human beings. We're wired to think that if something is scarce, it is more valuable. So the question here is, what can you identify about your offering that is scarce? That is unlimited number that is unique toe that specific offering that would make it look and feel more valuable. Another great way toe Dramatize the performance of your product is toe. Put it at to associate it with, I would recall it's torture test situation. So what torture test is literally the single most extreme or dramatic situation you could put your product in as a way to illustrate its performance. Duracell the battery makeup, for example, uses this line that says, If I remember well, when it matters the most and it basically shows, you know, First rescue teams, emergency teams Fire man using Duracell as the battery off choice when there are job because obviously you wouldn't want that power sources to fail when they needed the most. So think about what sort of like torture test situation would apply to your specific offering into your specific brain. And how can you leverage that to craft a positioning statement that would make you stand out while making you appealing to consumers out there? If I don't wait toe speak positively about your offering is actually to have experts or perceived experts speak about your offering, you know, historically used to be, you know, dentists recommend toe based X y Z. I think legally that's a usable anymore. So some brands now use the dentist wife recommends toe based X Y Z that the point here is to use third party people that have seen as experts that have perceived as experts in their field that can endorse the product and speak to the product in a way more believable, incredible way than you could do that. So this concludes the section about identifying the product truth that you will tied to your bread benefit within the frame of reference that you have chosen. So congratulations we have covered over 20 off different possible triggers and how we can use those triggers to inspire own thinking when positioning our brand. And just like in the couple of previous videos, I'd love you to take a minute, download the worksheet below and go through the different questions, thinking about your specific Brian assignment and write down or the ideas you come up with . Go ahead, take a few minutes, wait for you with the next video 8. Identifying Promising Ideas: by now, you should have generated a whole bunch off hypotheses and potential Terry Parisse on how to position of brand using the triggers I shared with you in the worksheet to basket out. So the question is now, and that is really the core off. This methodology used those triggers to come up with different ways off thinking about your specific brand with the objective to lead you to a new sort of like positioning territory that you can then claim for your brand. But now you have a whole bunch off hypotheses and ideas out there. The question is how you boil it down to something a bit more manageable. Well, the first step you could go through is to look at what the answers you've written down and create deeds off ideas that are similar, tapping toe a similar territory or work in a similar fashion. If you go through your ideas and boil them down, you will be able to identify it'll probably somewhere between six and 10 different territories. That's like the first time the second step is to think about your strategic objective. Every brand serves the strategic purpose that you try to achieve right. It's a means to an end. So when you think about what is it the role your brand needs toe? Achieve all the objectives? Does your toe achieve? Look at the teams who came up with in light of this objective and see which one are more likely to deliver against the objective and which ones are not. That allows you to narrow it down a little bit more off the remaining ideas. A very effective way toe. Identify the potentially strongest ideas is to listen and to pay attention to your energy level or to the energy level off the group you are working with. The point is my experiences, great ideas or potentially great ideas raised the energy. Never get people excited, you know, either toe whore bunch off other ideas on the potential implications of this type of positioning. Get people excited in the sense of like, Oh my God, this would be so great if we could do that off. My car can do that on another problem. Off level of energy is when people that work on these starts are you, you know, know this can't be done. Yes, this can be no. This can't be what people start to argue about an idea, you know, that you have something really interesting and really powerful. The worst thing that could happen when selecting your sort of like lead positioning territory is for everyone. Toe Really say, Oh yeah, that's That's the one. That's when we need to go. So coming back to my friends off cookies, you know? Yes, everyone will agree that it's a cookie that taste grades on has high quality ingredients. It may be a relevant positioning statement, but it's really not outstanding one, and it's really not a different shape, so you need to work harder and Potter. So these steps I just walked through will allow you to narrow down your core territories at maybe out off 30 40 or 60. Ideas who came up with will allow you to narrow them down to maybe two or three territories once you have done. But now it's time to grab the brand positioning statement template I shared at the beginning of the class and write your idea down in this specific format that will force you to think about your consumer segment and what aspect of your consumer segment you wanted happen toe will force you to capture the frame of reference, the type of benefit you want to communicate and their information use to romance the product. Most big companies at this stage due a lot off research consumer research. So they basically share the two or three or four options that came up with with consumers and see which one resonates the most many people that many companies can do that. But you can narrow it down using the four steps I just walked you through. So here we go. Now you know exactly how to what a positioning statement iss the elements that make out a positioning statement You should know now, at least 20 or mawr potential triggers that can inspire your thinking on how to position your own brand and use. You have a couple of tools and techniques on how to narrow down all your ideas into a couple off manageable ones and then capture them, you know, template format that allows you to really spell out the different elements off your specific shitting statement. 9. Final Thoughts: Here we go. You just made it. Congratulations. I hope that you had funnel of the process and that you learned a couple of things along the way. I know for sure that after taking this class, you will be William was killed on way more creative, coming up with positioning platforms or product platforms than any of your peers and callings so And to make that point and to prove that point to you, I'd like you to go back to the initial exercise you did prior to take the class and just count the number of ideas who came up with when I asked you to think about different ways to position your brand. Remember that number? And then well, through the three worksheets I gave you on that you hopefully downloaded and usedto work on . Count off all the ideas that you keep up with using go three worksheets. Now look at the two number side by side and they put them in the comments section below. Because I'd love to see how much more ideas you have been able to come up with. And the last one I wanted to make before letting you go is I wanted to draw your attention to Theis, set off method cards called the Position Let Metal Parts, which I developed, which both have been the foundation off the sports. And they're basically it's basically a set off 26 cards that each covers one of the territory we've talked about in this class. But they had a few war thinking. This course recovered 20 territories, and we have a total of 26 year. And each card includes a little visual to remind you about the territory. Short description but more importantly, a Siri's off question to inspire your thinking. Questions here is more tedious than in the worksheet on This is a great tour to do your next positioning assignment on your own. It's a great tool for workshops to facilitate positioning workshops, and it's a great tool toe, sort of like overcome any barriers you may have any mental Paris women have. When you're trying to solve one of your backing problems creatively, there are only available, and we're putting a big down there that you can right there, and I'm also adding a coupon code that will give you a discount when you water them using this couple, so? Okay. Thank you so much. For a time, I really enjoyed giving this class. I hope you're joining to make sure to let give me your feedback and give me your comments below. And that was your good luck, OK?