Lysle's Innovation Roundtable 3: Creativity and Financial Value

​Session 3: Brand Positioning & Market Alignment
This session will focus on the strategic importance of positioning. It will cover the structure for developing a position statement, discussions around how a positioning statement is constructed, and provide a template for exercise where you can develop a statement for your business.

1. Understanding Brand Positioning
• Product market fit, scalability, seeing the long-term
• Positioning’s alignment with stakeholder objectives, market opportunity, and competitive dynamics.
• The distillation and simplification of a brand’s core attributes.
• The importance of clarity and focus in positioning.
• Maintaining brand consistency.

​Q&A

​2. Creating a Positioning Statement

​• Elements of a positioning statement: target audience, market context, primary benefits, and primary support.
• Both a strategic and creative process, the importance of objectivity
• The importance of constituent alignment- employees first
• Developing brand values- the brand foundation
• Example and template for creating a positioning statement
• How positioning informs messaging

​Q&A

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

​★Homework: Drafting a positioning statement for their own company