Let’s Talk About Brand Positioning and Purpose

1. Physique: the tactile physical characteristics or iconography of your brand. 
2. Personality: the character (or persona) of your brand as expressed through style, color, design, tone of voice, language, and mannerisms.
3. Culture: the beliefs and value systems that imbue the whole of an organization. 
4. Relationship: the connection established between a brand and its customers a
5. Reflection: the person most likely to purchase your products.
6. Self-image: how customers want to see themselves.

The brand positioning map (or perception map) is a visual representation of a brand’s strengths and weaknesses in relation to the competition, based on consumer perception.

While positioning maps are a powerful tool, they don’t account for business objectives and financial results.

• Backed by science: Trials and studies support your claims. It goes without saying that the more unbiased and independent the research is, the better.
• Reviews and testimonials: Nothing is more powerful than other people, who laid down their hard-earned cash for your product, validating the efficacy of your brand. 
• Category longevity or expertise: Sustainability, viability, and expertise can be proof points in and of themselves.
• Awards, accreditations, seals of trust/excellence: People love awards and seals.