The Three P's of Brand Positioning

1. IDEAS THAT DIFFERENTIATE
™
3Ps of Brand Positioning

2. “ In the mind of your
target audience their
perception of your
brand is reality.”
Al Bergeron President & Chief Creative Officer Bergeron Creative Studios

3. What is branding?
Branding refers to how
the target audience
perceives a company,
institution, product,
service or cause.

4. What is branding?
Branding
> Perception not reality
> Personal experience
> Experience of others

5. “
Your brand positioning
statement is the most
important sentence
you will ever write
about your brand.”
Al Bergeron President & Chief Creative Officer Bergeron Creative Studios

6. What is brand positioning?
Brand positioning is
the process of shaping
how the target audience
perceives your brand
relative to competition.

7. What is brand positioning?
Brand Positioning
> What audience believes
> What you want them
to believe
> How to bridge gap

8. 3Ps of Brand Positioning
1. Premier
2. Preemptive
3. Price

9. “ Taglines must serve
to communicate
the essence of your
brand position.”
Al Bergeron President & Chief Creative Officer Bergeron Creative Studios

10. 3Ps of Brand Positioning
1. Premier
Brand
Position

11. 3Ps of Brand Positioning
Premier Brand Position
> #1 brand in category
> Market leader
> Only 1 premier brand

12. 3Ps of Brand Positioning
Premier Brand Example
> Tagline: We’re #1

13. 3Ps of Brand Positioning
2. Preemptive
Brand
Position

14. 3Ps of Brand Positioning
Preemptive Brand Position
> Differentiated
> Valuable to audience
> Credible claim

15. 3Ps of Brand Positioning
Preemptive Brand Example
> Tagline: We try harder

16. 3Ps of Brand Positioning
3. Price
Brand
Position

17. 3Ps of Brand Positioning
Price Brand Position
> Commodity category
> Lowest price wins
> Value brand

18. 3Ps of Brand Positioning
Price Brand Example
> Tagline: None needed

19. ABOUT AL BERGERON
Al Bergeron is President and Chief Creative Officer at Bergeron Creative
Studios, a nationally recognized award-winning branding firm that integrates
identity, physical, digital and social media with search marketing to engage
prospects in dialog.
Al has the unique talent to bridge the gap between brand strategy and creative
expression. Al has won hundreds of awards for his creative work, presented as
guest lecturer, and has been published in Logo Lounge, Print, Step-by-Step
Graphics, Graphic Design USA and Educational Marketing Report.
I N TEGRA T E D [ I D E N T I T Y + P H Y SI C AL +DI GI TA L+S OC I A L] BRAND DIFFERENT ™
CONTACT AL BERGERON
al@bergeroncreative.com Follow Al Bergeron on Twitter CREATIVE MANSION
617.834.4840 Follow Al Bergeron on Linked In 151 Worcester Street
Visit our Website Visit our YouTube Channel North Grafton, MA 01536
Visit our Blog Visit our Slideshare Channel 888.764.6171

20. How is your brand
positioned in the mind of
your target audiences?