In a marketplace full of clutter and noise, how will you distinguish your brand from competitors? The Brand Positioning Workshop is specifically designed to meet the challenges growing mid-market brands face when attempting to create relevant differentiation and preference in the marketplace.
The White Hot Center offers a one-day brand positioning strategy session designed for CEOs and their marketing teams to focus on key strategic and creative decisions that impact their business success when introducing new products, inventing new brands and transforming under-performing brands. Brand Positioning is how the brand is perceived in the context of competitive alternatives. To win in the marketplace, your brand must represent a highly valued idea in the minds of your target customer that is not in abundant supply from other brands.
Through a highly facilitated process, business leaders, marketing and brand management teams come together in a creative environment to craft a strategic brand positioning. Participants in the workshop will define and refine their brand’s target customer segment and what factors drive preference and purchase, create a focused brand promise and essence that will guide all strategic business imperatives into the future in the markets the brand will compete.
Over the course of the workshop day, participants will focus on building the strategic positioning for their brand in four key areas:
To whom you market?
You can only create successful products or solutions when you know who the most fervent buyers will be. It’s critical to understand as much as you can about the core target customer segment to whom the brand is intended to appeal.
Why they buy?
Effectively positioning your brand requires a complete understanding on what drives the target consumer to products / brands in your market space. Defining the context that will give the brand unquestioned relevance to the target customer against their illuminating needs, motivations, attitudes, and preferences are essential for brand building success.
What makes your brand highly valued and difficult to substitute?
To drive purchase behavior, the brand needs to represent a compelling and highly emotional benefit to the target customer. This benefit must be relevant, differentiating and believable. How you position your products/services will determine whether your brand will make it into the hearts and minds of the target customer, enhance your brand’s competitive advantage to dominate their spending patterns.
How your brand competes in the marketplace?
Your brand equity or the health of your brand is a culmination of every experience customers have with your brand. These associations, attitudes and perceptions determine whether the brand will develop loyal advocates over time who will be the first to purchase your new products and share your value with the world.
The Brand Positioning Workshop is particularly useful to business leaders and their when they are in the early stages of:
- planning to introduce new products
- extending brands into new product categories.
- inventing new brands from the ground up.
- planning to enter new markets or serves a new customer segment
- planning to bring new life to under-performing brands
- planning to shift brand messaging and communication strategies
The workshop structure relies extensively on the client’s existing and relevant market research and consumer insight. Within the format of the workshop, the client’s current market research forms the basis of all insights, hypotheses and decisions made by brand team participants. We can provide a brand equity assessment (separate from the workshop) for those clients that require rigorous market research to inform their strategic brand positioning work. Prior to the workshop, we’ll review and assess relevant aspects of your current brand challenges as a means of designing the format to specifically address the challenges currently facing your brand. The issues assessment is reviewed and approved with the brand owners prior to the Workshop.
Who should attend?
The Brand Positioning Workshop is attended by CEOs, CMOs, Marketing Directors, Product Development Managers, Brand Managers, Marketing Communications Directors, as well as other key stakeholders within growing organizations. Ideal group size is 8-10 participants. However we have conducted this workshop with 2-25 participants.
The workshop is typically held off-site at a venue of your choosing. We have conducted the brand positioning strategy session for brands in diverse industry categories in both consumer products and business-to-business markets.
At the conclusion of the Workshop, we’ll prepare a comprehensive Executive Summary Report documenting all insights, decisions and hypothesis that will inform and drive your tactical marketing initiatives. The Executive Summary will include detailed descriptions of following workshop content:
- Brand Positioning Criteria
- The Brand Mission and Vision
- The Brand’s Frame of Reference
- Target Customer Segment Description
- Target Customer Benefit Hierarchy
- Behavioral Drivers / What Target Customers Value Most
- Brand Positioning Framework
- Final Brand Positioning Statement, Brand Essence, Brand Promise
- Desired Target Customer Associations with the Brand
- Strategic Imperatives and Next Steps
The Workshop Investment:
The investment for this workshop is $15,000. USD plus travel expenses.
Typically our strategic workshop clients are growing mid-market brands with annual revenues of $10-100 million+.