How does one go about creating brand positioning? And what goes into positioning your brand in a way that creates brand preference and encourages your target to choose you over your competitors? There are essentially three components:
1. Target Insight. What do your customers and prospects say about your industry or marketplace, and how do they feel about your brand? What is their connection to your brand that aligns with their needs and wants? 2. Brand Truth. What does your brand stand for? What is its core idea? 3. Competitive Difference. How is your brand unique and distinctive versus the competitors? How can you create a new opportunity or market space?

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