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 brands face when attempting to create relevant differentiation and competitive advantage in the marketplace.
Brand Positioning is a fundamental strategic activity to align all stakeholders and target audiences to the brand’s success and growth by establishing a set of unifying principles that defines the brand’s identity, essence, promise and delivery in the markets the brand competes. To win in the marketplace, your brand must represent a highly valued idea in the mind of your customer that is not in abundant supply from other brands.
This one-day brand positioning strategy session is designed for leadership 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. Through a highly facilitated process, participants come together in a focused environment to craft a strategic positioning for their products and services that serves as the foundation for building a one and only brand.
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 have deep understanding about the core customer segment to whom the brand is intended to appeal.
WHY THEY BUY?
Effectively positioning your brand requires a complete understanding on what drives high customers to purchase 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, preferences and behavior are essential for brand building success.
WHAT MAKES YOUR BRAND DIFFICULT TO SUBSTITUTE?
To drive purchase behavior, the brand needs to represent a compelling and highly emotional benefit to the 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 customer and enhance your brand’s competitive advantage to dominate their spending patterns.
HOW YOUR BRAND COMPETES?
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 guides business leaders and their teams in the early planning 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 customer insight. Within the format of the workshop, the client’s current market research (qualitative or quantitative) 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 more 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 framework to address the challenges currently facing your brand. The issues assessment is reviewed and approved with the client leader prior to the Workshop.
Who should attend:
The Brand Positioning Workshop is attended by the Leadership Team as well as Marketing Directors, Product Development Managers, Brand Managers, Marketing Communications Managers, as well as other key stakeholders within growing organizations. Ideal group size is 6-12 participants. However we have conducted this workshop with 2-25 participants. Typically clients choose to conduct the workshop off-site.
After 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 $10,000. USD plus travel expenses when required.
Typically our clients are early growth to mid-market brands with annual revenues of $5-20 million+.