By Jamie Turner, Founder, 60 Second Marketer
Have you ever wondered how your brand stacks up against other well-known brands?
I’m not talking about brand awareness — after all, if we compared ourselves to the Fortune 500 in terms of brand awareness, we’d all get our rear ends kicked.
I’m talking about brand positioning, as plotted out in the chart below.
If you’re in a conservative industry (e.g., insurance, financial planning, etc.), then your brand would normally be in the bottom left quadrant.
If you’re in a less conservative industry (e.g., toy stores, coffee shops, etc.), then your brand would normally be in the upper right quadrant.
How to Put a Brand Spectrum Analysis to Work for Your Company:
- Plot out where your brand falls in the Brand Spectrum above
- Next, plot out where your competitors fall
- Finally, plot out where you’d like your brand to be next year. If you’re like most people, you’ll want to make some adjustments on where your brand is today vs. where you’d like it to be tomorrow
Most people will find that their brand could scooch to the right a little bit. By that, I mean that the brand could be a little more extroverted. After all, what’s the point of having a terrific brand if nobody’s ever heard of it?
(Side Note: Extroverted brands tend to get more bang for their marketing buck since their ads tend to be a little louder and more intrusive.)
Hopefully, the exercise outlined above will get you thinking about your brand a little bit. The blog posts below should help you do the same thing. Enjoy!
Other Articles of Interest from the 60 Second Marketer Blog:
Posted by Jamie Turner, Founder of the 60 Second Marketer and co-author of “How to Make Money with Social Media” and “Go Mobile.” He is also a popular marketing speaker at events, trade shows and corporations around the globe.
Tuesday, July 17th, 2012, 1:07 am | 
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