Branding for Consumer Products

Today I dive into what to do with your positioning once you’ve nailed it. I cover:

• How to capture positioning

• How positioning makes its way into messaging

• Why you should create a messaging document and what ends up happening if you don’t

• What the market needs in order to understand our differentiated value

• How to go from positioning to branding

• How to take boilerplate messaging and apply it globally

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If you want to skip ahead:

(00:00) How to put your new positioning to use

(01:00) A quick recap of building and testing your positioning

(02:48) The messaging document

(05:00) Messaging drift

(06:13) The contents of the messaging document

(07:24) Who should own the messaging document

(08:03) How changes should be approached

(12:38) Helping customers understand your POV

(15:08) LevelJump’s calculator example

(17:27) Postman example

(19:50) How to go from positioning to branding

(24:10) How to take boilerplate messaging and apply it globally

(27:34) Proof of value and the importance of local proof

(28:46) An example where core positioning varied regionally

(30:11) Thanks for listening

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Where To Find April Dunford:

Podcast Website: https://www.positioning.show/

Personal Website: https://www.aprildunford.com/

LinkedIn: https://www.linkedin.com/in/aprildunford/

Instagram: https://www.instagram.com/aprildunford/

Twitter: https://twitter.com/aprildunford

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Referenced:

• LevelJump: https://www.crunchbase.com/organization/leveljump

• Postman: https://www.postman.com/

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Production and marketing by https://penname.co/