My brand new brand =)
Hi Ilya,
I would love to share my process into finding my own positioning statement. It was a process with lots of ups and downs and it took several weeks. But in the end it turned out well. :-) It was also great because it was actually the first time I did all the research and thinking for a real brand (my brand) and not for a make belief brand.
Attempt 1:
I started by having a look at my competitors (though it feels weird to think of them as competitors). I looked at many but chose these 4 because they're very different and so it's easier to compare and see what direction I want to go in.
Then I filled out the worksheet:
At this point I was half happy with the result. I felt it was the best I could come up with. But I could only keep thinking that "this whole strategy thing doesn't seem to be my thing". I need to find my USP but I thought: "I don't have anything unique, nothing special. I'm not amazing at design and certainly not at strategy. I also don't have lots of experience..." and so on and so on...
Attempt 2:
I want my brand to be sage, but how can it be if I don't feel like an expert at all?? I keep hearing about pros and cons of niching down. And I was imagining what niche I could fit in. And all of a sudden it was so clear! :-) I thought: "I can be a brand designer for architects". I think that what they do is super cool (there was even a time when I wanted to become an architect) and I think I'll be able to understand them well. If I focus only on this I can over time become an expert in this field and truly help them with relevant experience.
So I searched Google to see who else is doing branding for architects. I searched for a long time but found only one company that really specializes in this niche.
This is how I envision my brand:
Of course I still need to do a lot of reading and preparing but for the first time in a long time I feel that I have a clear direction of where I want to go! :-)) Thanks to your courses!
So, what do you think of my positioning statement? If you think there are other things I should consider or if I'm clearly misunderstanding some concepts, please let me know. I highly value your opinion and advice.
Have a nice day!
Mariko