Brand Strategy Innovation Roundtable, Session 3: Product/Market Fit & Market Alignment- Defining Positioning

​Session 3 will explore the foundational strategic importance of positioning. We’ll discuss the structure for developing a position statement, how it is constructed and leveraged, and provide a template for you to use in developing one for your business.

​Discussion:
• Single-mindedness, alignment, and consistency
• Frequency over time
• Product market fit, scalability, seeing the long-term
• Positioning’s alignment with stakeholder objectives, market opportunity, and competitive dynamics.
• The importance of clarity and focus in positioning.
• Maintaining brand consistency.

​Open Q&A

​Discussion:
• The distillation and simplification of a brand’s core attributes.
• Elements of a positioning statement
• Both a strategic and creative process, the importance of objectivity
• The importance of constituent alignment- employees first
• How positioning informs messaging
• Examples and a template for creating a positioning statement

​Homework: Develop a positioning statement for your company for sharing during Session 4.

​Q&A
• Is your company brand-focused?
• How do you operate?
• Are your employees aligned and “on-brand?”