Producing a brand positioning is an essential part to understand where my brand will sit in the market and where I would like to see it go in the future. The following parts of my brand positioning are my initial ideas which I will present and share to my lecturers as a touch point during this project. I have curated my ideas through discussion with Emily and trend and market research.
My vision is a primary goal for my brand to be the first choice for a specific target consumer. I have chosen these specific characteristics as it shows my brand values who buys the products.
My proposition makes two promises - offering sustainable products which represent our consumer's equal position in society to men. This represents the type of person a Moody consumer is and what they want.
These four words represent the core ideals of Moody and can work together as a sentence to describe exactly what I hope for Moody to offer.
As the main intentions for the brand are to be incredibly considerate of the impact the brand has on the environment, taking into account that we are targeting conscious consumers, it is important the personality of the brand obtains characteristics that are going to resonate with them and are a realistic reflection of the personality traits of a transparent and sustainable brand.
Generating ideas for these four segments of the brand positioning have really helped me discover the direction I would like to take Moody in and the messaging I want to communicate. Producing ideas for this section has allowed me to narrow down the theme and narrative I would like Moody to follow which will enable me to begin to construct a consistent and coherent brand image and message for Emily's collection.
Next I will take a deeper focus on what my brand will offer by identify brand values and a USP.
Helena
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