Nmblr Edge Step 5: Positioning Decision
Purpose of this step: Landing the positioning is about generating real choice, learning from customer reactions, and making a deliberate team decision based on both evidence and the winning focus. This ensures your final positioning is not only differentiated and credible, but also resonates with your intended audience and supports your business goals.
Instructions for this step:
1. The positioning options that have been explored are summarised under the tab ‘Positioning Options’
- The options are grouped under the key components:
- Insight: The core customer truth or unmet need.
- Who the brand is for: The target audience segment.
- Frame of reference: The market/category context.
- Functional and emotional benefits: What the brand delivers, both practically and emotionally.
- Reasons to believe: Proof points that make your claims credible.
- Before proceeding into research – ensure diversity. Are they distinct options that reflect different strategic directions, not just minor variations? If not, deselect options that are variations of the same positioning idea.
- Use these elements as stimulus for research.
2. Test positioning options with customers
- Conduct research using qualitative (interviews) to expose your target audience to the positioning stimulus.
- Observe reactions: Capture what resonates, what is confusing, and what drives preference or emotional response using the ‘comments’ function.
- Probe for perceived value: Ask participants to articulate what stands out, what feels unique, and what would motivate them to choose your brand over others.
3. Facilitate internal stakeholder discussion and decision
- Share research findings: With your internal team and other key internal stakeholders.
- Debate the options: Consider both customer feedback and the winning focus.
- Make an informed choice: Select the positioning that delivers the greatest perceived value and aligns with your brand’s ambition and capabilities. You can copy stimulus across to the ‘decision tab’ and edit as necessary, or manually enter the decision
- The chosen positioning will clearly articulate:
- The Insight
- Who the brand is for
- Frame of reference
- Functional and emotional benefits
- Reasons to believe
- Ensure alignment: Confirm that all stakeholders understand and support the chosen direction.
4. Plan for activation and ongoing validation
- Develop messaging and creative based on the chosen positioning.
- Continue to test and refine as you bring the positioning to market, maintaining a feedback loop with customers and stakeholders.