Brand Building

A strong brand is easily recognisable, encourages customer loyalty, and can command premium prices. Think about how you’re willing to pay more for your favourite drink. This brand “stickiness” often stems from distinctive product features or a compelling brand purpose that resonates with consumers.

What is Brand Purpose?

Brand purpose refers to a brand’s reason for being and its relevance to the world. Strong brands are guided by a clear purpose and have clarity on who and what they aim to serve.

How would you articulate your brand purpose in one statement? A well-defined brand purpose can strengthen a brand’s positioning, allowing it to occupy a unique space in the hearts and minds of consumers.

What is Brand Positioning?

Brand positioning defines what your brand stands for. Effective brand positioning not only clarifies the brand’s identity but also guides decision-making, ensuring the brand leaves a distinctive impression on consumers. It helps teams across functions deliver a unified customer experience, ultimately fostering brand loyalty. This “stickiness” turns consumers into repeat customers and advocates for your brand, driving financial growth.

Evaluate the strength of your brand positioning with the following checklist:

• Desirable: meets a segment need that is grounded in insight

• Differentiated: offers something unique that no competitor does

• Deliverable: provides practical benefits that can be delivered

• Enduring: strikes a balance between current relevance and future-focused vision

• Engaging: resonates logically and emotionally with customers

• Directional: provides clear guidelines for brand development

How might brand positioning look like in practice?

Singapore Tourism Board (STB) uses a brand island as its brand positioning framework. It underscores the importance of our competitive destination attributes, followed by our brand personality and brand purpose. These components should be systematically thought through to understand how they collectively shape the brand expression, which is observed in consumer-facing products, services, communications, events, and interactions.

This brand positioning informs our marketing campaigns, making them distinctive to stand out from the competition. Furthermore, these marketing campaigns must be rooted in consumer insights and designed to be positively memorable. Together, they create a good experience for consumers and enhance the brand’s strength.

Find Out More

• Next, learn about Consumer Understanding.

• Access more free marketing resources from STB on YouTube.