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BRAND BUZZ

HOW TO

WRITE MARKET POSITIONING STATEMENTS FOR ALCOHOL BEVERAGE BRANDING

WRITTEN BY

DAVID SCHUEMANN

If your marketing team is developing a new alcohol beverage or is repositioning an existing one, a good market position statement is a crucial component.

A

t the onset of every project, I walk through a comprehensive creative brief before beginning design. A good portion of this brief is devoted to analyzing and visualizing the market positioning goals of the brand so that we can develop a design solution that is not only aesthetically beautiful but appropriately positioned in relationship to the target market. Once you’ve developed your brand’s essence, a succinct positioning statement is the next important step. If you’re a brand owner and you can’t define your positioning in 3-4 sentences, it’s time to refocus.

WHAT IS A POSITIONING STATEMENT AND WHY DOES IT MATTER? A good positioning statement will include a succinct description of your target market along with a clear picture of how your target market will perceive your brand. In other words, it’s how your brand essence, or core attributes, are presented in the market to the target consumer in relation to their lifestyle. Developing a market positioning statement is an integral exercise to be done with your marketing team. This will ensure that everyone understands and shares the proper vision for the brand — ideally before package design, marketing plan development, etc. The last thing you want is to develop the brand only to discover at launch that everyone has a different vision for the brand and its direction.

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A GOOD POSITIONING STATEMENT HAS 4 KEY COMPONENTS 1. TARGET MARKET A specific group of consumers at which your alcohol beverage is aimed.

2. POINT OF DIFFERENTIATION A description of your competitive advantage.

3. FRAME OF REFERENCE The category in which your brand competes.

4. REASON TO BELIEVE The evidence that supports your claim of differentiation.

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Artisan Spirit: Fall 2018  

The magazine for craft distillers and their fans.

Artisan Spirit: Fall 2018  

The magazine for craft distillers and their fans.