CDHGraphicDesign

After doing a lot of research and putting all my information in to buyer personas, I have been working on creating a brand position statement.

A brand positioning statement creates a perception in the consumers mind about the product or service.

It’s all about influencing the consumer in a certain way when it comes to how they percieve the brand, products and services.

The main focus is to give the consumer an idea of what your brand is all about and how the brand is different from their competitors. In a way telling the consumer

«this is what we do and how we can make your life better, and this is why we are unique»

It’s important to stand out among the rest and there are three important points to have in mind

• Make it as easy as possible for your target audience to position your brand. Give the consumer an idea right away, not something they need to think long and hard about.
• Always keep an end goal in mind. You want the consumer to associate your brand with an idea.
• Think creatively about what the brand is offering. Think outside the box, beyond the obvious. You can’t simply list your features and benefits. Think of the brand in terms of consumer’s experience. What good feeling do they get and how to convey that to the consumer right away?

To create a good brand positioning statement, you need to really know your target market and groups.

So I worked with some questions, and listed some key words while reading the brief over. I used all my data to create a brand positioning statement.

Who are your customers?

Current: Locals and tourists.

Future: Young creative people / City Dwellers – in addition to locals and tourists.

What are the unique features and benefits you offer to your customers?

Creative workshops, eco friendly, short- travelled, high quality produce, taste of the North/ countryside, lingonberry jam and local artistery.

Who are your competitors?

Chainstores in shopping centers, with low prices for long travelled – low quality products.

List by re-reading the brief info:

⁃ Grandmother

⁃ Grandson

⁃ Family

⁃ Svolvær, south coast of Austvågøy, Lofoten.

⁃ Grandmother, Silje has 25 years experience.

⁃ Sells fresh produce from the area

⁃ Freshly baked goods

⁃ Local artists handiwork: Candles, wood carved, ceramics and pottery.

⁃ Food and gift shop.

⁃ Offering the best the area has to offer.

⁃ Shop is already popular.

⁃ Wants to brand grandmothers lingonberry jam.

⁃ Authentic, personalised shopping experience true to the region and nature of the locals.

⁃ Lingonberry jam, big asset

⁃ Target group: City dwellers, young creatives, tourists passing through.

What makes Fra Gård unique?

Their fresh local produce, the combinations of short travelled food and artistery gift shop. Grandmas homemade lingonberry jam. Their way of giving the customer a unique authentic, personalised shopping experience.

How are you going to create a unique experience for the customer?

The customer needs to quickly get the feeling of a uniqe authentic family shop with 25 years of experience – that provides fresh, local produce (taste of Svolvær), baked goods, grandma’s legendary lingonberry jam, unique local artistery and creative workshops. In a short, simple way I need to find a way to communicate that, or at least key elements to make the consumer understand what an experience Fra Gård is!

How can you make your unique differentiator easily understandable for your target market?

By suitable amount of metaphors, communicating in a non listed way, but also simple. It will be tricky, but I think the right way to do it is to find something that the target group can relate to in a way (something they want and need). In that way I make a connection and can deliver my message easier and make them also remember the idea and feeling of the brand.

My first three brand positioning statememts. Before feedback:

Brand position statement #1:

«To our locals, city dwellers and tourists worldwide, FRA GÅRD is a unique shop that gives you the taste of the countryside while letting your creativity reach the top of the mountain by stocking fresh, local, ecofriendly produce, grandma’s lingonberry jam and hosting creative workshops!»

Brand position statement #2:

«To City Dwellers and tourists worldwide, FRA GÅRD is an experienced and authentic farmshop that adds a unique and FRESH experience with the taste of the COUNTRYSIDE and a CREATIVE environment»

Brand position statement #3:

«To our locals, City dwellers and tourists Worldwide! Let your creativity reach new mountain tops, and your palett taste treasures of Svolvær – come to Fra Gård for a unique farmshop experience»

After working further with my statement with my feedback and guidance in mind I actually ended up with something more direct and simple, something different than the first three.

This is my final brand positioning statement for Fra Gård:

«To tourists and locals, Fra Gård is an eco friendly farm shop that gives an unique experience for the customers with their creative workshops and freshly produced treasures from Svolvær»

I included a picture of beautiful Svolvær in this post, just to add a little graphic sparkle.

Best regards, CDH