Chapters 19 & 20 – “Building Brand YOU!” – by Omar Abedin

Chapter 19 Putting together your competitive positioning (3 parts, 1 thought!)

The positioning statement has three parts – the core target (your audience), the frame of reference (your competitive set) and the benefit (what you offer).

So, how do you know if the statement you have is a good one?

Here are some criteria that can help you evaluate whether the statement that you have built does in fact work:

1. Is it cohesive? (Does the statement hang together?)

2. Is it credible? (Is it reasonably believable?)

3. Is it compelling? (Does it offer something worth buying?)

4. Is it capsulable? (Can it be summed up succinctly; can it be nutshelled?)

So overall, if you want to check the quality of your work, here’s a summary of the criteria we use:

Target Market: Meaningful Identity, Motivation, Mass
Frame of Reference: Significance, Simplicity, Scale
Owned Benefit: Desirable, Deliverable, Ownable
Reason To Believe: Plausible, Persuasive, “Put Away”

The Whole Statement: Cohesive, Credible, Compelling… and CAPSULABLE!

There are some problems that you might face in writing the statement. E.g. Don’t put selling language in your frame of reference – try to be as descriptive as possible without selling yourself in this area. Try to avoid circular arguments – for example, putting your benefit in to your target audience descriptor usually is not helpful. But generally, if you have really put your mind to the tasks so far, the positioning statement should really come together nicely now.

Chapter 20 What next? Product! (The tangibles Brand YOU always delivers!)

This is where your brand earns its positioning. Here we deal with those things that your “consumer” will experience with their five senses. So, how can you, the product, prove that you, the brand, are worthy of the positioning? Here are some useful areas to start considering:

1. What are some adjectives that come to mind when you and other talk about you? I.e. what is your product halo or Brand Firedance of Associations?

2. What is the “stuff” about you that other people “consume”?

3. What does your “packaging” look like?

4. What are some of the “symbols” or “signals” that you are known for?

Let’s do a creative exercise here. I’d like you to design a logo for your brand based on the brand positioning that you have built in the last few chapters. This should be as “good” as you can make it. If you can afford to work with a professional designer, then do. (BTW, this is not as expensive as you might think. There are quite a few web-based designers who will do a logo design for you for $100 or less.) If not, do it yourself; it’s challenging but fun. Put some thought in to it. Like anything else, the more effort you put in to it, the better the result is likely to be.

But be careful. It does need some thought ☺

You need to be realy really careful with your logo :)

Start with a good look at your name. Most people are comfortable with their names, but many people never truly come to terms with theirs. Certain names in certain contexts lead to generalizations being made about you that are undesirable but unavoidable. The sooner you figure out how your name adds value to, or detracts from, your Bank of Brand Equity, the better off you will be. Of course, if you do a good job of owning it, then it almost doesn’t matter what your name is – over time, or in an instant, it can become synonymous with what you stand for – or want to stand for.

But the product is YOU. Everything tangible about you – from your clothes to your makeup, your accessories to your personal hygiene, your preferred mode of transport to your degree of organization at work and at home. Anything that people can “experience” with their five senses. People say that 90% of communication is non-verbal (and that % may actually be higher than that). If that doesn’t scare you, I don’t know what does.

How many of us actually take the time to ‘manage’ our ‘tangibles’? If you are an on-air personality, then of course you do. You have stylists and teams of PR people in place to manage the image of Brand YOU. But if you are Joe or Jane Professional trying to build a career, then generally you clean up as best as you can, and get out there hoping for the best.

If you agree that our first impression of people is made in the first few seconds of meeting them, then that approach is simply not going to cut it for Brand YOU.

Things that you need to take an objective look at, and evaluate through your own eyes, as well as the eyes of your ‘target consumers’:

1. Clothing / sense of style
2. Hair cut / hair style
3. Makeup
4. Accessories
5. Footwear
6. Personal grooming & hygiene
7. Handshake (the initial impression)
8. Inter-personal skills
9. Listening skills
10. Speech patterns (tonality, nasality, pronunciation etc.)
11. And so much more…

It might seems obvious that if you aspire to be a part of the senior management team in a large multinational corporation, then you might consider losing the blue hair and various pieces of metal in your face. If you do decide to keep them, then you shouldn’t wonder why you never get promoted to management. I’m not saying it is good or bad – but you have to dress/act the part that you are aspiring for. You don’t see too many CEOs or CFOs with over-the-top expressions of their personalities in their personal tangibles – and there is a reason for that. The exceptions, like Richard Branson, have a good reason for being exceptions – and let’s face it, if you have decided that you want to model yourself on Branson, then that is a long and tough road that you have embarked on ☺. The maverick CEO is a much-desired Brand Image – and one that is notoriously hard to deliver on.

159 thoughts on “Chapters 19 & 20 – “Building Brand YOU!” – by Omar Abedin

  1. Brand positioning of oneself is very difficult because one has to take his or own personal view and the view of the consumers in to account. As commented earlier one has to be least biased before making such statements. Tough part is that you know what your consumers think about you and you are not in the state to accept it. But if the positioning is correctly done then I suppose you may have a clear path of attaining the desirable associations.

    Always feel good about yourself. If you want to feel good you have to look good. Also one tip here can be look around and notice the associations with people that disgusts you. For example at times I cannot stand black dress shoes which are not polished or yellow tattered teeth. Once you will start noticing those things you may want to check those things in yourself to and will try to make it better. Note: only notice those things but dont judge people on the basis of those things :).

  2. Totally agree with these two chapters. People judge us by our appearance. This reminds me of a Urdu short story “Overcoat” by Ghulam Abbas.

  3. I think that Positioning yourself can one of the hardest things to do, a brand also decides its successful positioning after long research and after studying its core consumers, the chapters in this blog has opened my mind and eyes, and now im thinking on the lines of creating a Brand positioning for the Brand Nabeel Abbasi, for this im following steps highlighted and trying to identify what my core consumer expects from me, what are my attributes and so on.

  4. The most crucial part of this chapter is defining what you see in your core target consumers which makes you form a perception or judgement about them. This is something we all do but probably have never given it a serious thought. Similarly others judge us through all those elements hence we need to figure out our appearance, dressing etc before trying to make an impression

  5. Defining one’s positioning statement is the most vital yet the most toughest part in building brand ‘You’. However, once you have successfully defined your positioning statement, you are already almost there.

    Also, its true that we are being judged all the time, so we should make an effort to make a good impression on the people we meet.

  6. As we have learned earlier that all the things we do either debits or credit to our bank of Brand equity, so we should communicate ourselves accordingly which should be in right way in order to build our brand equity. People will perceive you in the same way you want yourself to be perceived. So When we talk about brand positioning the ball is in our court…..

  7. It is surely difficult to put a positioning statement in the most unique and understandable manner. I had to do it a couple of times for my brand to get my postioning statement correct. Also the brand positioning statement is somewhat related to what your consumer would experince with his five senses. What is the unique thing about the product that your consumer will notice ir experience. What benefits does it offer which other brands don’t and how does the packaging makes it different from the other brand available in the market. What symbols do you use that differentiate your brand from others.? The questions are tricky, but once done, i think you are half way through in building your brand,

  8. The brand positioning statement has to precise, concise and “capsulable” due to obvious reasons. Who on earth would be interested in knowing extra or irrelevant information about your brand? Not many, maybe just a few who become devoted and loyal fans. A thorough positioning statement is representative of the thought process and effort put in, to present a meaningful summary to the core consumers.

    The tangibles off Brand “You” have been perfectly described in the chapters above. In addition to this, I would like to give an example of an exercise that I had to do which involved the creation of a logo for my name. It had to represent my personality as a whole. For that I chose to use a cursive font which exudes sophistication, femininity and an artistic flavour. Just by looking at the font and my name, one was able to grasp the essence of Brand Munischa. This reflects the significance of the logo and packaging which are most often ignored by brands in Pakistan.

  9. “First impression is the last impression” was the first thing that popped in my mind after reading chapter 20. All the examples of tangibles about brand YOU given above perfectly make sense and I totally agree your appearance matters. It represents you!

  10. The way your product looks really makes a difference. The reason why I choose to use a certain brand’s gaming console is because it represents me. The closest competitor of this brand offers a similar gaming experience and an equally wide variety of games. However, the physical appearance helped me decide which product to use. I feel proud every time I see the gaming console on my TV rack. It’s a true representation of ME!

  11. It’s interesting how the core principle which is that the first impression is the last impression can sum up the chapter based on the tangible and intangible factors.

  12. Over the years I have come to identify brands in terms of which brand I used and which brand people are using it was not only till I understood the concept of brand equity that I understood the process a brand has to undergo from the packaging to the overall offering that I really understood how difficult they have it!

  13. Logos have so much potential when it comes to giving your brand an identity which can truly stand out. We see so many international brands with logos that have been etched into our minds as soon as someone says their name! I wish Pakistani business could focus on creative, innovative and strong logos as well.

    The concept of “first impressions” proves to be important yet again, if only companies and agencies understood that. It can be a rather “make it or break it” situation.

  14. Brand Positioning of oneself is the most difficult task because it requires a lot of effort and one had to listen to his consumer’s and then work on his brand to meet the desires and expectation’s of his consumer. We have to accept what our consumer’s are saying Is it good or bad that doesn’t matter.
    The concept of “FIRST IMPRESSION IS THE LAST IMPRESSION” just doesn’t go on with your ideas because here we are trying to change our first impression if it was a negative one for our consumer.

  15. Your physical appeareance as a brand matters the most to your customers, in order to build a strong position of your brand, it doesnt have to be good solely in terms of intangible benifts derived from its consumption, rather equal importance should be given to its appearance, as people believe that what looks good is good.

  16. It is rather difficult to grasp one’s attention, especially a consumer that has absolutely no knowledge about your brand. Therefore, it is essential to have a concise brand positioning statement that represents a summary of the brand to the core consumers without wasting their time. All the examples of the tangibles listed above make complete sense to me; these tangibles represent you as a brand and hence it is important to maintain them.

  17. I can completely relate to this in many ways, many girls judge guys by the kind of shoes they wear (again tangible), so it goes back to how you choose to present yourself. Usually it takes 3 seconds to judge a person based on their looks (moving back to the list, a persons physical appearance speaks a lot about them). Therefore, how you present yourself speaks about you as a brand.

  18. One of the primary elements of brand positioning is LOGO. Sadly, I haven’t really found out any Pakistani company’s logo that really stands out from the rest. So many innovative and memorable logos of companies such as Apple, Nike, Coca-Cola, Pepsi, FedEX and etc have created such unique logos that billions of people can easily recognize them within a second or two.

    Lack of originality is what’s missing and we’re running out of ideas. This is the reason why Pakistani creative agencies and logo designing firms have gone online on to copy others’ work, repackage it, and sell to different markets — forget about originality, they will sell the same stuff to a client who’s from Germany, make a few adjustments and sell the same stuff to a client who’s from New Zealand. So much for creativity and originality! It’s happening everywhere but unfortunately our country has become the standard-bearer.

  19. With the completition of the brand building course I have realized that hadn’t I established a thing like “positioning statement” at the very start – i would have ended up in a lost road and ultimately down a ravine. Positioning not only establishes the personality or identity of your brand but gives you a clear sense of direction to work and build upon and to stay in that course of direction. A logo is then a mirror for you to look at and remember what you are and where you are headed towards – a reminder. Positioning statement are the clothes of your brand and good clothes must be worn when entering into the world of brands. This takes time just as getting good clothes takes time to “shop”. All 4 elements in the PS are worth the effort and once established completes 50% of your brand development journey.

  20. It is interesting to realize how effectively and efficiently do the tangibles describe you as a person. Taking the creatives for example, their dressing style, behavior, the way of talking, hair styles, even the products they use are very similar and reflective of their positioning. I guess this is what makes a strong brand, whose products define its positioning and helps impersonate the brand.

  21. It took me a while to figure out my brand positioning statement, until i realised that it is something that represents my brand. So it has to precise yet meaningful so that my brand could make the best impression in the first go.

  22. HAHA the last couple of paras made me laugh out loud because the first thing that came to my head was the Punjabi girls example people give (no offence to any Punjabi’s on this blog!)
    The individual, packaged as a whole, is judged according to the tangibles because as they say first impression is the last impression and when meeting with your target audience, everybody would want to put their best foot forward and showcase their X-factor and their uniqueness. So yes, besides the unique part, the tangibles really do decide whether or not an individual is branding him/herself positively or negatively in the consumer’s eyes.

  23. Creating a brand position of yourself is definitely one of the most difficult things to do before you become a brand. Described perfectly in the chapters above, brand association is not only limited to what product your brand offers but how does the brand showcase itself while offering the product. Packaging being one of the most important things, sadly Pakistan lacks this part where they could consider repackaging products that have the opportunity to become BIG brands. If people don’t like the packaging, why on Earth would they want to buy the product no matter how valuable or good it is.

  24. I’m a believer of the brand tangibles that you’ve put across and have experienced it on a very personal level of how these things matter when you are to be perceived in a certain way. For instance, the way you dress according to the situation is such a strong testament to this.

  25. Yes.The competitive positioning is very important.The audience,Frame of reference,Owned benefit and Reason to believe should be distinguished from other brands.These feature are to be given very much importance as key factor for gaining identity.Like Dove and Lux positioning of same company but different perceptions have been made in consumer minds.

    After competitive positioning, the product (tangibles) is very vital.The color scheme, logo, packaging,symbols all should be perfect and with respect to the brand personification.


  26. The brand may be offering the promised tangibles. But there has to be a reason to believe so that people may buy the brand and that depends on the positioning statements. Therefore, a positioning statement has to be cohesive, credible, compelling and capsulable.

  27. We learned the components of positioning in the last chapters. In this chapter we get to understand how to place these components together and create a complete positioning statement that would help us put ourselves into the minds of people we interact with in the best possible way. Also Chapter 20 talks about how it is important to keep track of the tangibles of brand “YOU” as well.

  28. Every individual is uniquely positioned in our society. Some takes the lead as they are able to develop and exhibit themselves as more audience centric as against the others (Frame of Reference), with more distinct benefits and a compelling Reason to believe. For Brand Supreme and Lipton belongs to the same company, but they both are positioned differently in the consumer mind.

    Once the Blueprint for Positioning is set, a tangible structure is built using the positioning by adding color scheme, logo, packaging,symbols that gives the body to the brand positioning (soul).

  29. In these chapters all the techniques and tricks we have learned boils down to the result of all the effort “You” as a brand. It encompasses analysing your strengths and weaknesses, narrowing down your target market and understanding your customers so that in the end you are absolutely sure what your customers see in you and it should be the “brand You” that comes out of it.

  30. The positioning statement must take into account the core target, frame of reference and benefit, all of which have been discussed in the previous chapters. A brand should be such that the essence of it can be captured in a few words, which makes its brand capsule. The product itself or the person himself also plays a vital role in how the target audience perceives it. As mentioned in the above blog “first impression is the last impression”. So this aspect must not be overlooked at any cost.

  31. An integral part of Brand Building, is your Position Statement. It is important how a brand show cases itself while offering the product. Be it the packaging, or the logo.

  32. How the product attributes are competitively positioned in the minds of the consumers is the focus of these chapters. What ever the five senses can comprehend about the product constitutes the product attributes and these should be kept in mind while formulating the positioning statement. The customers should be able to see what the brand has to offer by creating a solid first impression.

  33. The problem with many Pakistani brands is their logo is not something that differentiate the brand or defines the brands positioning. Their logos don’t define what the brand is offering, its benefit or its characteristics. People just like logos which look good and pleasant to the eye. there isn’t much thought behind them.

  34. I think in this phase you need to be a bit lucky if you are a pioneer in your sector….OR a bit copy cat if you are just one of those who want to jump on a bandwagon….emphasizing more, you may have observed that their are new ventures with very weird type of acronyms as brand name, but still successful…….., while for those who are in later category…they just feel obliged to have a name which looks like names of successful players already in the field.

  35. While it is key to position yourself in a way that you will stand out. I believe that when it comes to yourself personally, positioning is some that you have to keep redefining about yourself as you grow older and encounter different situations. You might position/define yourself a certain way in front of family, a certain way in front of friends, if you move to another country, you might find yourself in unfamiliar territory and you might have to redefine yourself in order to blend in and be successful.

    Essentially, as one should never stop learning, one should also never stop looking at themselves and thinking how to improve themselves further.

  36. The 4 Cs need to fit in like parts of a jigsaw puzzle when coining the positioning statement.

    Next you need to walk the talk. Integrated marketing communications that is.

  37. Positioning your brand is actually a difficult task as it requires a lot of efforts. Moreover, while positioning the Brand we need to keep in mind our target audience as they are the ones who create an impression based on the positioning of our brand.

  38. Finding a positioning that fits in with your brand easily is not an easy task with keeping in my mind the 4 C’s. When it comes to building your own brand, effort that you put in, in order to give good impression to people this is either going to get debit or credit from your brand equity.

  39. During this whole exercise, you should try to view yourself from the eyes of your target audience. If you do not, you can end up doing mistake like Sunny Institute did. So you might be doing your very best and investing heavily in creating desired perception but the people might be getting wrong impressions. It is your responsibility to ensure that the TA perceive you in the way you want them to perceive and for this you need to understand them well and communicate effectively with them.

  40. Chapter 19 helps in analyzing our positioning statement. It defines certain questions that need to be answered in order to analyse if the statement is good.
    Chapter 20 explains that in terms of brand, their first impression is last impression. Its very well drafted and found it very meaningful

  41. Appearance is key when it comes to making a good first impression. And we all when the first exposure ends in a bad impression formation- there is barely any chance of recovering from that! There is a reason why it is so essential to dress well for an interview. I agree with everything mentioned in these two chapters in this context.

  42. If the “blue hair” and “pieces of metal” in my face are making me happy and are an expression of what i really truly am, then why I should loose them? maybe these are the signs and symbols of my brand identity and things that bring me closer to my target audience? Not saying that appearance is not important, it is, but I think we should be encouraging individuality and uniqueness rather than conforming to the accepted norms of the corporate world.

  43. This chapter reminded me of the PIE model that I have read about whereby the three keys to career success are Performance, Image and Exposure. So even if a person has a good performance track record (functional benefits), success would also depend upon the image a person creates in the minds of others which stems from things similar to those mentioned above like dressing, accessories, the way a person behaves and talks in general and the exposure the person has with the senior management. This shows the importance of tangibles in career success….

  44. We all are aware of the fact that first impression is usually the last impression. Once an impression is created, it gets very difficult to wipe that out from someone’s memory.
    In order to create a first create a good impression, it is very important to dress up formally,in a decent way.
    We live in a judgmental world where everyone judges. People judge others by the way they dress up,walk or talk. Therefore it is important that we are mindful of all these things because that in a way effects our brand identity.

  45. In the last 6 chapters, we have extensively learnt about brand positioning. Chapter 19 talks about putting together the 4 answers and then analyzing if the statement for positioning is good enough. The chapter talks about how you can basically do that. You need to evaluate 4 Cs that I like to call them, cohesive, credible, compelling and capsulable. You need to be short and simple when it comes to make a positioning statement, because at the end of the day, your end target audience needs to understand it fully. The key is if you have really put your mind to the tasks so far, the positioning statement should really come together nicely now.

    Chapter 20 goes the next step in determining brand positioning, that is the product tangibles. It is where your brand earns its positioning rights. It basically associates your five senses to the overall experience. It is about what comes to mind, the tangible parts when the consumers talk to each other about. It is sometimes very difficult for a consumer to describe the emotional experience, but the tangibles are easy to describe. In my opinion emotions makes you speechless, for other tangible associations, you can be full of speeches. These tangibles lead to make generalizations about the overall experience. At the end it is not only about creating a first impression, that again in my opinion, but creating a long lasting impression is the key to success. To achieve this takes a whole lot of time, not just months but years of struggle, one small mistake can be disastrous, but once you reach the peak of the mountain, then sky is the next limit.

  46. Positioning is rightly said to be the heart of a brand identity. And when the brand is as important as yourself, it becomes much much more important to understand and apply this concept perfectly to achieve the desired results. This chapter helps understand just that and I think it is successful in creating awareness the importance of positioning in my mind.

  47. I can’t agree more to your very detailed analysis of competitive positioning. I was really fascinated by you comment of “maverick CEO”. It reminded me of an article I was reading few days back. It starts with ” If you’re a billionaire in Silicon Valley, you can wear what you want on your feet.” It goes on with examples of big giants like ” Mark Zuckerberg, the C.E.O. of Facebook, has made numerous public appearances in a hoodie and Adidas slide-on sandals. Sergey Brin, a co-founder of Google, is not shy about his Vibram FiveFingers barefoot-style athletic shoes. And Steve Jobs, the late C.E.O. of Apple, was rarely seen without gray New Balance running sneakers.” (Source:
    We can not generalize this rule to our corporate life around. Thus we can not deny the importance of the tangibles associated with us, as these non-verbal ques often speak louder than words itself.

  48. The criteria summary is priceless as a positioning cheatsheet, be it any context.

    As far as the tangibles are concerned, that’s a pretty comprehensive list of factors to consider – some are mandatories whereas others may, and should, be customised to lend a distinct identity. Having worked in polarisingly separate office environments, I can safely say, you can have your own look in the most conformist of environments.

  49. In these Chapters we basically learn how to put together all the attributes in order to make a complete positioning statement. This has to precise & understandable enough to the customer otherwise it might not leave the first impression which you as a brand wanted too..

  50. Putting all the parts together i.e the core target, the frame of reference, the benefits and bringing it in the form of the product of your thought and your customers perception surely is the way towards branding. The first impression is most important because in today’s fierce competitive environment, getting second chance is by-chance mostly.

    Interesting, fingers crossed for the next chapters…

  51. Looking at the Sunny Logo reminds me of the current logo of Meezan Bank, in which they are actually trying to show a balance scale, but every time I look at it, it looks like a bra :D
    So yes! branding using the right visuals is very important.
    As a person you MUST groom yourself to stay in the competition, like learn to speak different languages, learn to eat with chopsticks; you never know what attribute of yours will give you a competitive edge over the others.

  52. Product tangibles, such as the colors and packaging associated with the product, should be consistent with the brand image. For example, Lindh chocolates are meant to be an expensive brand – they want to portray a premium image. The package and the overall look and feel of the product are quite consistent with this image. Brand managers should therefore be extra careful when it comes to dealing with their product’s tangibles to convey a consistent message to their customers.

  53. Chapter 19 talks about reviewing the positioning statement which is one integral part that is ignored by many. Going back to the actual positioning statement to check whether it meaningful, clear and distinctive is important along with ensuring that it is consistent with the brand identity.
    I completely agree that appearance is very important for a good first impression. A brand is judged first on its appearance and then the other aspects come in. This is what we witness around us everyday in our lives.

  54. I really feel like the CAPSULABLE aspect of the brand positioning statement is very important simply because as we discovered working as an agency for our client, that such a statement can be crucial in developing the big idea to meet a communication objective.

    It is literally the statement that clearly identifies who you are speaking to and what benefit you are exactly offering. It’s amazing how the selling aspect is not considered when designing this statement because that, then is the task of the creative agency. To get the clearly defined target market to buy into the clearly worded benefit.

  55. Positioning is the heart of brand identity if it goes wrong, the brand will go all wrong become confused which will confuse the consumer about the brand. Same is the case when it comes to a person if one knows what he or she is people will be able to stand what they stand for.

  56. We all are aware of the fact that first impression is usually the last impression. Once an impression is created, it gets very difficult to wipe that out from someone’s memory.
    In order to create a first create a good impression, it is very important to dress up formally,in a decent way.
    We live in a judgmental world where everyone judges. People judge others by the way they dress up,walk or talk. Therefore it is important that we are mindful of all these things because that in a way effects our brand identity and image.

  57. As said that no matter how hard you work, it just takes a moment to tarnish your image. This is why you have to be consistent in your product positioning. I can’t be a party boy on weekend nights and a seldom, sober person during the weekdays. How we behave, talk, react to people define us. You don’t have to personally sell yourself once you are established as a brand, you put up investment and time in building up your equity. Once done, results are itself provided by the audience to you.

  58. since brands want to perceived as the most powerful brand to the consumers. for that matter, they need to position themselves as the one that the consumers want. the positioning is like what it actually is and want to be. consumer perceive as the brand want them to perceive and for that reason the consumers need to put a positioning statement where consumer exactly think of the brand as they think of it before it. its like impression management, which brand needs to work on and capitalize on and brands also need to think of that it cant be everything to everyone so it need to leave an impression on those it want to capture.however, strong the brand equity is the tangible or product also portrays an image of the brand so the product needs to be line with the overall perception plan of the brands. because the real experience is with the product in sight.

  59. i absolutely agree. This is the reason why companies have different dress codes. An advertising agency would be lenient with the dress code and would rather have people wear anything to work. This shows how the agency allows its employees to practice freedom in different ways resulting in creative ideas sprouting up from their employees. Whereas a banker would be preferred to be suited up showcasing exclusivity and a formal approach towards work as required.

  60. I had previously never believed in personally selling myself but as I had moved on from chapter to chapter, I have been persuaded to believe that how one carries themselves is extremely important. People before knowing you build up perceptions on the basis of how they see you, as they get attached, they get to know you better and will make a comparison on the basis of how you are packaged and whether you are being able to deliver what you have promised in your positioning statement.

  61. We all dream of working for one of the companies that made the grade – companies like Facebook, Unilever and Google. They offer wonderful perks, outstanding career opportunities and company cultures that would inspire you. The challenge is to get your foot in the door far enough that you will be a serious contender for a highly desired and competitive position at one of these places.

    Just reading throught these chapters will definitely help you in getting there!

  62. First 10 seconds from the moment you step in the room sets the tone for your whole interview. With the high level of competition and number of graduates on the rise it is really vital to differentiate your self from the clutter.
    Competitive positioning as summarized here tells us how and what are the core aspects the target audience looks for be it you as a brand of the product branding itself. But what i made out of these chapters is that you as a brand manager needs to help make the task simple for the the target audience to understand and believe what you want them to believe.

  63. Ok so now since I have learnt how to make a positioning statement, I need to check whether what I came up with is really what it should be? The four criteria of cohesiveness, credibility, compelling and capsulable gives us a quick check on our brand positioning statement. The product part gives a whole new perspective on the tangibles. We have to “package” ourselves according the the environment and situation we are in. If I am aspiring to become CEO of a company, being dressed in a “yo-man” attire will not cut it for me. I completely agree.

  64. I believe, the appearance of a person makes an ever-lasting impression on people. Research says that only a few seconds after entering the interview room, the employer has pretty much made up his/her mind if he ‘likes’ or candidate or not based on your appearance, your tone, your style of walking and all the other non-verbal behaviors you show. this is the power of appearance and it is important to invest in it, and the sooner most of us realize it, the better responses we might start getting from people around us

  65. Positioning yourself in the mind of your target audience is the most important aspect that one should be caring for. As the saying goes “Perception is Reality”, building the right kind of perception will actually produce the desired results. Defining the people who matter to your brand and telling them why you matter to them, in a compelling fashion is what one should target while jotting out a positioning statement. The physical aspect of your brand would definitely matter, if they are inline to the perception that you are trying to built then definitely sky is the limit for your brand.

  66. First impression is the last impression. We have seen this happen so many times. Your appearance, the way you have dressed, the way you speak, the words you choose, everything matters. We need to honestly evaluate ourselves and define ourselves in terms of positioning. Only then will we be able to create the desired impression.

  67. Thinking about where I want to be and where I’m at the moment has a gap that I need to fill. I think understanding the loopholes in the brand I is the critical step to move ahead and align and eventually manage our perception in the minds of our target audience accordingly. Take baby steps to develop a desirable image and live up to it consistently. Our own integrated marketing communications must be well aligned and deliver a single, consistent message – our brand capsule – the idea we want to be in the minds of others.

  68. My only concern here is, as “WE” being brands, how to we make our color, jingles and logos more tangible. Yes one can define our brand personality(by their attire, clothing etc), but what about the other tangibles?

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