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The XYZABC Approach
How do you write an extraordinary brand positioning strategy?
How does the XYZABC brand positioning strategy work?
The XYZ is how we position your product to your buyer (and show why it matters to them). It sounds straightforward, but extracting the most important aspects of your solution for the XYZ can be difficult.
The X is the solution you have to offer. Distill this description to its most basic format — not too broad, not too narrow. No heavy jargon, no pointless fluff.
The Y is your buyer. Who is the ideal customer for your solution? The primary buyer persona? What is the optimal market segment?
The Z is the benefit your ideal customer will gain from your solution. It’s the value — the reason a customer will be willing to pay for your solution. How does your buyer measure their gains?
The A describes your top competitors in your space.
The B outlines how you differentiate against the competitors. What is your brand promise? How do you stand out? Why are you better?
If the B is why you are better, the C is how you are better. It’s not good enough to say that “we provide better customer service.” If you can’t prove it, that point of differentiation doesn’t exist.
What Does the XYZABC Brand Positioning Strategy Achieve?
– Zee Aganovic, CEO, HiConversion