A clearly stated, compelling belief. Have another person proofread your document, as it is easy to read over typographical errors. To order the e-book version or the paperback version from Amazon, click on this link: After the consumer drinks the tea, the tea drinker often discovers that she needs to wash the cup, the strainer, and the surface upon which she has been enjoying her beverage.
Multiple drafts can allow everyone involved in development to review the text and provide input. We start by defining a brand positioning statement, outlining the desired target, consumer benefits and support points the brand will stand behind.
Will the tasks be completed by specific departments or members of the company, outsourced to other companies or referred to company subcommittees for completion. It helps you maintain focus on your brand and its value proposition while you work on market strategy and tactics. This is how the positioning tool should lead you to a brand positioning statement that takes into account the target, category, benefit and support points.
Often, it will just feel right. Organize your notes into sections or categories for easier preparation of a formal written concept statement. The science comes from having the right elements in the right formula—for positioning concepts that means an insight, benefit and reasons to believe; for new product or service concepts that means a key benefit and succinct description.
The mug is ceramic, while the strainer is made from silicone, so that the product is dishwasher and microwave safe. The entirety of the business or product is summed up in just a few sentences, yet enough details are provided to give audiences a comprehensive understanding of the idea.
But overtly stating the emotional benefit can also work. The mug has a lid that can be removed and turned into a resting spot for a strainer. We promise to bring magic to the concept which will help get you into the right positioning.
Here are some possible sentence starters that will steer your insights in the right direction: Guidelines for Good Positioning Statements What makes a good positioning statement? Such statements are often used as part of a business plan or when proposing an idea to an investor or potential partner.
Start with Killer Insights An insight should be one of the following things: Does the benefit "answer" the insight?
Make mental or physical notes of any thoughts or ideas that pop into your head while reading. Any time you find yourself writing an insight like this, ask yourself WHY.
If you find your insight and benefit say almost exactly the same thing, you need to change one of the two. Too many brand leaders try to write concepts that include everything.
The concept statement is not the business plan; rather the wording is used in business plans to easily explain the idea, product or design. Narrow it down to one main benefit and two support points.
The support points should close off any gaps that consumers may have after reading the main benefit.How to write a brand concept. With all the homework you have done on the brand positioning statement and brand idea, you have everything you need to write a brand concept.
Write your concept in as realistic a manner as possible. Narrow it down to one main benefit and two support points. A concept statement is the essence of a business plan. If you are writing a business plan, concept statement lays the groundwork for it. These statements are beneficial for any business plan presentation.
They not only help explain the aim and focus of the business, but they also help provide a better understanding. A concept statement is a formal document setting forth an idea in words and/or graphics to be presented to decision makers prior to actually implementing the idea.
The "decision makers" could be a potential client, upper management in your own organization, or a board or other organizational body. First, write a concept outline. That means you have the right idea for the insight, the right idea for the benefit, and the right ideas for the RTBs.
Write them all down in outline form. Check to see if it all hangs together and creates a logical story. Have others read it over to see if they agree it’s basically right.
Then, write the full concept. Though it may read like something from your promotional materials, your positioning statement is an internal tool. Every product and marketing decision you make regarding your brand has to align with and support your positioning statement. A good positioning statement is a guidepost for your marketing efforts.
A product concept statement, sometimes referred to as just a "concept statement" represents the vision that a business owner and his design team has for a product or service. It describes the product or service, explains its purpose and considers the consumer demographics that the product is market toward.Download