ONE DAY BRAND TRANSFORMATION WORKSHOPS

Be the Only Choice

Discovering Your White Hot Center.

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The Brand Positioning Workshop is specifically designed to help leaders and teams gain clarity, confidence and consensus to develop an idea of value customers love, can't live without, and can't get from available alternatives.

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In a marketplace full of clutter and noise, how will you distinguish your business / brand from competitors?  Positioning is a fundamental strategic activity to align target audiences and stakeholders to a set of unifying principles that defines the essence, promise and delivery in the markets the business / brand competes. To win in the marketplace, your business must represent a highly valued idea in the mind of your customer that they love, can't live without, and can't get from alternatives in your category. The Brand Positioning Workshop guides business leaders and their teams in the early planning stages of:

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• 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

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​In this full-day facilitated workshop, participants come together in a focused environment to discuss strategic positioning for their business / brand in four key areas:

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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.

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WHY THEY BUY?
Effectively positioning your business / 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 building your future success.

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WHAT MAKES YOUR BRAND DIFFICULT TO SUBSTITUTE?
To be the one and only choice of customers, your business brand must represent a compelling and highly emotional benefit to the customer. This benefit must be relevant, differentiating and believable, and only you can provide. When you position your products/services with precision, you will make it into the hearts and minds of high value customers and enhance your competitive advantage.

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HOW YOUR BRAND COMPETES?
The strength of your business value is a culmination of every experience customers have. 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.

 

Workshop Prerequisites

The workshop structure relies extensively on the client’s existing knowledge and relevant  customer insights. The client’s existing market insight (qualitative or quantitative) informs all insights, hypotheses and decisions made by brand team participants. We can provide a brand equity assessment (a separate engagement from the workshop) for those clients that require more rigorous market research to inform their strategic brand positioning work. 

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Who should attend:

The Brand Positioning Workshop is attended by the Leadership Team as well as Marketing Leaders, Product Development Leaders, Brand Managers, Marketing Communications Managers, as well as other key stakeholders. Ideal group size is 8 participants. However we have conducted this workshop with 2-20 participants. Typically clients choose to conduct the workshop in an off-site location.

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The Workshop Investment:

The investment for this one-day workshop is $5,000.USD  

Paid in Advance and Non refundable (plus travel and accommodation expenses). Our clients are startups and emerging growth companies in diverse consumer and B2B categories with annual revenues of $1-5M+.