Standing out amid a massive chorus of competitors is the challenge for any brand. The number of sales pitches one receives on a daily basis is staggering and increasingly ineffective.
Emotional Association

To create a positive emotional association with your product or service.The mere mention of your brand, product or service can stir up wants and desires. Needless to say, that’s powerful.
To create a brand promise that creates such emotional connections it should be:

* Grounded in the brands core values
* Clearly relevant and engaging to your target market
* Able to create some sort of positive emotional attachment beyond just being “good”
* Repeated internally and externally within your organisation
* Adaptable to the business climate
* Continually reinforced
* Consistent across advertising and marketing media
* Known and echoed by business partners and stakeholders

Delivered Promises

When these promises are delivered and compared to the brands competitors then the punters begin to position your brand in their minds.

What is required in the modern sense of positioning is in depth research of your target audience; to glean a more precis understanding of positioning.

That gives companies a much better understanding of the punter perception of the brand.
Brand Position (as opposed to positioning) is:

The entire collection of thoughts a punter has in their mind about the professional services firm, service or product on offer from you.
Positioning

Positioning is hard work. It is not entirely the domain of a branding, ad agency or media company even though some believe it is.

It is the domain of the CEO and the executive team to align the corporate mission, core values and structure to one that supports punters, connects with them and creates client evangelists.
Open Wallets

Positioning is not what you do to a product; positioning is what you do to the mind of the punter. Win your punters hearts and minds and you will find open wallets.