LEGAL AND SYMBOLIC TAG

BRANDPOSITIONING

APPLICANT X

APPLICANT Y

APPLICANT Z

[brand positioning statement]

FOR [TARGET MARKET], I AM THE [FRAME OF

REFERENCE], WHO PROVIDES [POINT OF

DIFFERENCE] BECAUSE [REASON TO BELIEVE].

RECRUITING INSTITUTIONS (YOUR CUSTOMERS)• What is their positioning?• What are their needs/wants?

OTHERS (YOUR COMPETITION)• Who are they? • What are they offering?• What are their strengths and weaknesses?• Who are they targeting?

YOU (YOURSELF)• Who are you? What’s your current positioning?• What are your strengths and weaknesses?• Who do you want to be? What position do you want to claim?

[how to get it right?]

[product pipeline]

Stream#1

Stream#2

Your Proposition

[brand communication]

OFFER! PREFERENCE CONSIDERATION AWARENESS

DELIVER YOUR PROMISE!

HAVE A STYLE!

BE CONSISTENT!

HAVE A VISION!

REGULARLY ASSESS YOUR RELEVANCE!