Halle Jones
February 27, 2023
Have you come across the four Ps of marketing? Now meet their successors: The six Ps of branding. They are as follows:
There are many different ways to make a list of things. We may call them principles or values. For example, we can use proof or reasons why we should believe in something. The "Six Ps" is a great tool for memorization! Now let's learn more about each one of these P's individually.
Why are you here?
Your company's purpose is much more than simply making money - it's being great, relevant, and different. It involves understanding your customer base, and giving value to employees while keeping an eye on the competition. But most of all, you're in business for a higher reason than just monetary rewards; that should be your fundamental motivation!
You have a social obligation to go above and beyond your industry’s standard. Your purpose must be more than just being the leader in your field, but is also about making an impact on society. Show that you are aware of the environment around you and make it better for all its inhabitants; this is how you become not only an exemplary business owner but also a benevolent member of society.
What are the values that guide your behaviour?
Whether you have formally articulated them or not, everybody has a set of guiding principles. These are evidenced in the way we conduct ourselves and interact with stakeholders, colleagues, partners - even customers. Listen to what others say about you for hints; alternatively, take an introspective look at your own behavior for clues.
After recognizing your core values, it's important to evaluate if they reflect who you are currently or represent what you strive for. For instance, say one of those valued principles is "empathy." Question yourself on the capabilities needed to make that possible and determine whether those qualities already exist within you or how to nurture them if necessary.
Where will you play, whom will you serve and how are you different?
Achieving a distinctive position from your competitors is the basis of any successful brand, and this can only be done through effective positioning. Differentiating yourself in the minds of employees, stakeholders, and customers should be your number one priority - as it lies at the core of building an enduring brand strategy.
The goal of a brand is to clearly distinguish itself from its competition. A positioning statement identifies your company, the industry in which it operates, who its target audience is, what needs or desires it aims to fulfill, and why customers should trust you more than other companies.
What is the pledge you make to your customer?
Your brand promise is an assurance of value. Ask yourself: What makes my services special? The answer to this question should be concise and impactful—it summarizes your brand positioning, which often takes a few words as opposed to a lengthy statement that no one outside the organization would read anyway. Make sure that your brand promise resonates with customers!
Repetition is key when it comes to touting the promise of your business. It should be reflected in all marketing communications, taking form as a concise and memorable slogan that captures the essence of what makes you special and how you can benefit potential customers. With its resonant use, this message will capture their attention and draw them into learning more about you.
Why should your customer believe you?
Think of proof points as evidence that supports your brand's assurance. It could be the specialized knowledge you have, or a special technology only your company possesses, even how well you take care of customers - they all represent solid reasons to trust in what is being communicated by the business. As an example, if you guarantee clients will save money when using your product then it needs to be backed up with real data and facts. How can people actually benefit from spending on this item? That’s where clear-cut proof points come into play!
How will you look, sound and behave?
Just as people have unique personalities, so do brands. Although your brand's character will eventually be revealed even without conscious effort, the objective of a branding strategy is to recognize and channel the specific qualities you would like to share with others.
It is essential to establish the personality or “brand voice” of a business when communicating with customers. It should be concisely stated and repeated so that writers, art directors, and designers can produce words and visuals that remain consistent with those qualities. Repetition truly builds your reputation!