four key questions

Synthesizing your positioning research

In my last post, I shared some of the sources of data that you can use to inform your brand positioning. But once you’ve collected all of the information you can get your hands on, what do you do with it? In this post, I’ll share some tips for how to synthesize your brand positioning research so you can begin to draw some meaningful conclusions from it.

My advice? Get a room. No really, try to find a dedicated space inside your office where you can begin to hang materials on the wall, sort them into piles, and write up your ideas. The physical act of organizing materials often helps you draw connections between them.

You might want to create a wall like the one we created for the Red Hat brand inventory. Here’s a picture of it:

Consider hanging things by where they were created, or how old they are, or whatever other variables are important to you. You might want to reorganize them multiple times in different configurations to see if that gives you new ideas.

If you can’t afford the space or don’t want to create a big messy room, you can create the equivalent on your computer. Organize your research into folders, one folder for each of the four key questions. Make duplicate copies of or shortcuts to research that informs the answer to more than one question, and put one in each folder that applies.

Once you have all the research that informs the answer to each question in one place, it’s time to start doing some analysis. If you are like me, you aren’t starting from scratch, but have been beginning to analyze the data and information as you’ve collected it. But looking at all of the data at once will help you see it differently, making new connections and revealing things you might not have noticed before.

At this point, your goal is to synthesize all your sources of information into the clearest, simplest possible answers to the four key questions. Are the data points revealing common themes, ideas, or opportunities?

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Where can you find the data that will inform your brand positioning?

In a recent post, I highlighted the four key questions that your brand positioning research must answer. And I promised a followup post showing you some of the places you could find data to help inform your brand positioning. Here it is!

To review, great positioning is found at the intersection of the answers to the following four questions:

1. What does the brand community currently believe about or value in the brand?
2. What might the brand community believe or value about the brand in the future?
3. What does the organization currently claim about the brand?
4. What would the organization like the brand to become down the road?

So to make things as simple as possible, I’ve made a chart below that will show you many of the places I look first for data to inform brand positioning. At the top of the chart you’ll find many things you probably already have access to and just need to analyze through a brand positioning lens (like marketing materials or website copy), while at the bottom of the chart you’ll find some more complicated research sources that will take a bit more work (like surveys or interviews you’d need to conduct, for example).

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