You are facing a very common branding problem, Rakhee. The delta between customer insights and brand positioning is the most difficult one to bridge. There are really two problems here:
- How to use customer insights for brand positioning
- How to articulate a message based on that positioning
Customer insights are only 1 part of the 3 C’s. To arrive at brand positioning you also need to take into account:
- Company: What are your strengths and weaknesses. What can you deliver?
- Competition: What are the competition’s strengths and weaknesses?
I’ve always found that the structure in this image provides a good way to think about going from customer insights to brand positioning. Give it a try.