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Brand positioning is all about differentiation — demonstrating that what you offer is special. Think in terms of your industry, the specific market segment you’re targeting, the features and benefits of what your brand offers, and the emotion you want people to feel when they encounter your brand. Complete the form shown in Figure 3-1 to identify what makes your brand special (different and better). As you complete the form, refer to the following descriptions of each field in the form:

 Your brand’s name: You name your brand later in this chapter. For now, just enter a tentative or placeholder name — something that describes your brand.

 The classification of what you’re offering: Enter the industry, market, or product/service class, such as grocery delivery service, family dental practice, or online sports betting.

 Your brand’s distinction: Enter a word or phrase that distinguishes your brand in its class, such as first, best, fastest, most highly rated, or coolest.

 Your brand’s unique features and benefits: Briefly describe what makes your brand distinctive in terms of features and benefits. See the earlier section “Product/service features and benefits” for details.

 Your target customers’ profile: Briefly describe the people you want to be most enthusiastic about your brand, such as parents committed to their children’s health, strong women dedicated to the environment, seniors who want to stay fit, or people who are afraid of being attacked or robbed in their own homes.

 The emotion you want your customers to feel when they encounter your brand: Specify how you want customers to feel about your brand, such as safe, secure, confident, successful, comfortable, or pampered.

The completed form reveals what makes your brand different and better in the eyes of those who matter most: your target customers.

FIGURE 3-1: Determine what makes your brand special.