There are a number of ways to position your product or service. It starts with who your shopper is and what is the need is your brand addressing.It takes time, research and expertise to find brand positioning. I have designed this framework to simplify the understanding and to give the new product/service team a point to start building. As the prototype gets refined by testing with customers, so does brand positioning and shopper marketing. It is a simple, six- dimensional framework to help you understand your brand personality and your shoppers' expectations.
Understand what is brand personality and its impact on customer acceptance. Through some quick questions and reflections, map your brand personality with Habits for Thinking framework.
For teams who have a well-defined brand personality, this exercise is to map the personality with the framework.
The session begins with definitions of customer and shopper for the brand. It progresses to define shopper personality. The framework has been designed to simplify the complex behaviour of shopper, often influenced by other factors including the customer. One brand can have one or more types of shopper personality.
In this session, the brand and shopper personality are mirrored. The session is to spot insights, positioning niche for the brand and communication tenets.
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