HOW I POSITIONED OUR BRAND

by Dwight L. Quinn

I remember when I opened the label several years ago.
 As a team we were working on how we wanted to position the label, looking for the 
emotional benefit that we could offer to our customers. We finally landed on "We'll give you what you want" as our positioning. We never used it as a tagline, but more as a positioning statement for how we would serve up what we offered customers.

Many of our customers were mid-size independent retail record stores, operating in small and large urban cities. The idea of helping them to get the kind of music that they wanted was engaging. 
Our work would get them track able sales results and they would recognized that.The fact that 
we were and still are today a brand promotion label gave our positioning statement double meaning.
Once it caught on, our brand's positioning became the basis for building the brand experience 
across our entire marketing plan. We realized that the key was to make sure that our actual brand experience delivers on what was intended in the positioning.

In the label at the time, we made sure we helped our customers showcase and display our products to get the recognition they needed in order to generate a sale. We make a big deal when one of our customers sale our products by celebrating every successful sale. It became part of our personality and part of the experience of working with us. This came directly out of our positioning statement:"We'll give you what you want."

Take a look at our brand and what we've done for positioning. Notice, 
our tagline is  a big hint:

Quinn Records TM: "Where the sound of blues,gospel, jazz and soul music is made."

Notice the level of emotion in each of our tagline, which essentially highlights our brand's 
positioning. 

Here's how we translate the tagline into our positioning statements:

Quinn Records TM: Makes you feel like you'll get what you asked for.

We digs deep into the emotional benefit that we offer to our customers. We're always thinking  
about how we want our customer to feel about us, every time they think about us. We tried to 
capture that in a brief statement that best describes what we can offer, and keep a list of  options on hand. And throw them out to the team and do a little brainstorming. 
It's makes for a lot of fun,especially when those creative juices start flowing and ideas comes from seemly out of nowhere.

Visit us: www. quinnrecords.net

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