Can you give tips on using customer insight for brand positioning? We have done a fair amount of research (FGDs) and think we have some interesting insights into our customer needs and behavior. However, we are struggling with using those customer insights for brand positioning. After all that work, we feel we have come up with a generic positioning that does not capture the insights. How to fix this problem?

Answered by Meeta Malhotra

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:

  1. How to use customer insights for brand positioning
  2. 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.