After 10 years of Open Copy, we are changing gear. Conrad is now working with First Reef Studio in Denmark and Lydia is offering copywriting and editing with Open Copy. They are still comparing notes over dinner.

key signStep 3. Develop your Brand Positioning Table 

aka – what your customers need to know about you.

A Brand Positioning Table can come in many shapes and forms. A few years ago I was lucky enough to inherit a version that I really love. I have been using ever since, and am very pleased to pass it forward.

Click here for a link to the Open Copy preferred and ever faithful Brand Positioning Table download, and for some step by step guidance on how to fill it in.  

In its essence ‘Brand Positioning’ is a process of bringing awareness and clarity to the reasons why anyone should choose your brand over a competitor’s brand. Simply put…What is your market place advantage?

  • Who is your product / service best suited to?
  • Who are your ideal clients/customers?
  • What are the benefits of your brand over and beyond that of your competitors?
  • What do you need to communicate to potential clients/ customers about your brand?
  • What kind of feeling or experience do you want people to have when they interact with your brand?

These are great questions to brainstorm with your team, or with a collaborator, before you start your marketing campaign. Ideally, you will already have a written document which focuses on just these questions. If so, be sure to review it.

Use this quick and easy reference

A problem that can arise is that these branding factors might be addressed at a planning stage, but then buried in a long Marketing Planning or Strategic document that you just don’t have the time or the heart to review.

This is the beauty of a correctly crafted Brand Positioning Table (BPT). A good table should only be one page, easy to scan read and only contain about 200 words or less. We can find time to scan read 200 words can’t we?

Makes creating content a breeze

A Brand Position Table can provide an invaluable reference for content creation for any marketing project, print or online, a newsletter or web page. Its a great collaboration document to share with your copywriter, designer, social media manager or any other outsourcer who is helping you with a campaign.

Keep on track as your brand evolves

If your service or product offering evolves or departs from your original business plan, then the updating of your Brand Positioning Table is a great way to document this, in a quick, effective, and easily retrievable way.

Branding table

Click this image for pdf version of the BPT template used at Open Copy

Click Here for Word Doc to download an editable Word Doc version