WHY USE IT?
You want a simple, compelling positioning based on consumer-centric language.
You have multiple stakeholders with differing ideas about your positioning.
You’re close – but some aspect of your positioning (insight, benefit or reason-to-believe) is not working hard enough.
Component Positioning™ is a highly interactive process that uses your customers to quickly create a concise and meaningful brand positioning.
Our process eliminates “multi-benefit…what’s-not-to-love” concepts.
Component Positioning deconstructs the traditional positioning statement into four basic components (insights, functional benefits, emotional benefits and reasons-to-believe). Ideal for new products or refreshing existing brands, Component Positioning has been used successfully on six continents.
From surgeons to beer drinkers, Component Positioning respondents enjoy the process. They see it as their job to find the best language to sell your brand.
The four basic component statement areas:
- Insight: What is going on inside your target’s mind as he or she considers using the category and/or your product? (What key consumer belief can we leverage to start the conversation with your target?)
- Functional/Rational Benefit: What can your brand do rationally/physically for your target?
- Reasons-to-Believe: What facts and/or attributes exist that allow your target to believe the benefit being offered?
- Emotional Benefit (usually explored open-ended/unaided): What positive feelings can your brand evoke to engage your consumer?
In a small group setting, we explore anywhere from 10 – 15 statements per component area. Typically, Brädo, along with the brand and agency team, write the statements.
During the interview, we work with your consumers, adjusting as we go to utilize their own words. First your target identifies the most compelling statements within each component area and then they use those statements to build the most persuasive “story” for your brand.
This process involves a lot of writing…and re-writing. Our Creative Strategists work with your target to optimize component statements or create completely new statements during groups. More re-writing takes place in-between groups with the brand and agency team. We provide strategic and creative thinking throughout the entire process to arrive at the most engaging yet simple language.
Component Positioning results in 2 – 3 single-minded concepts ready for creative development or quantitative testing. Brädo consistently delivers top-third scores in BASES Snapshot™.
Component Positioning is but one of our Creative Insight Tools. See what Brädo people have to say about all our tools in this short video.