Brand Purpose and Positioning

This drives all the key decisions in an organization. It defines what you say, where you say it, how you say it, and who you say it to. It guides what you produce and how you market and sell it. Effective brand positioning relies on competitive research and analysis, consumer insights, and an honest evaluation of where your business stands and fits in the marketplace.

Companies are focused on building products rather than brands. A product is something made in a factory. A brand is something made in the mind. To be successful today, you have to build brands, not products. 

Kapferer’s prism is a model that helps marketers develop strong brand identities through embodied human characteristics. The prism is comprised of six facets, which consumers will often associate with your brand:

Audience:

1. Physique: The tactile physical characteristics or iconography of your brand. When people first hear the name of your brand, they immediately conjure a visual of the kinds of products you produce. For Target, customers think of the iconic red bull’s-eye. For Apple, people visualize sleek, slim products.
   Jubilee: Luxury and precision.
2. Relationship: The connection established between a brand and its customers and the emotional intangibles they expect beyond the products. For Trader Joe’s, customers know they’ll get cheery, accommodating service and personalized product recommendations as soon as they set foot in the store.
   Jubilee: Experts that care about how you feel about your home.
3. Reflection: The person most likely to purchase your products, i.e., the stereotypical customer. For Nespresso machines, that’s coffee lovers in urban areas who have money to spend.
   Jubilee: Female homeowners that want to improve their home that have the extra income to invest.

Internal:

1. Personality: The character (or persona) of your brand as expressed through style, color, design, tone of voice, language, and mannerisms. When consumers think of Glossier, they immediately get a warm, witty, playful vibe.
   Jubilee: Expertise and caring for clients needs, educational and professional.
2. Culture: The beliefs and value systems that imbue the whole of an organization. For example, Tesla exudes a cultural vibe of risk-taking and innovation. Patagonia embodies social awareness and responsibility.
   Jubilee: Family, expert and education
3. Self-Image: How customers want to see themselves, i.e., their aspirational identity. It’s about how they want to feel, think, look, and act. For H&M, customers might view themselves as stylish, on-trend, young, fun, and unique.
   Jubilee: Proud of their homes beauty and the luxurious feeling they get from the improvements.

Brand Mantra: Pride Luxury Home

Brand Positioning