Sharpen Your Brand Positioning
Build a Relevant, Distinctive & Authentic Brand Positioning Strategy
1 or 2 DAY WORKSHOP + PREPARATION
A strong brand starts with a strong brand positioning strategy. It creates a consumer-centric, long term vision that then leads all strategic brand planning and informs all day-to-day marketing activity. It is your North Star!
So how do you create a strong brand positioning strategy?
By answering these three critical questions and applying the Brand Toolkit we use during this one day workshop!
IN THIS WORKSHOP WE WILL:
Segment and choose potential consumer target groups that are large enough to generate growth.
Write a detailed profile of your chosen consumer target, outlining their core values in life and the needs & behaviours in your category.
Develop a deep understanding of your consumer's motivations or tensions your brand could solve.
Define your competitive framework beyond your traditional direct competitors to those who solve the same needs, desires or tensions for your brand.
Identify your distinctive position within that competitive framework ie how are you different or better than the rest.
Develop a brand promise and functional & emotional benefit ladder that is meaningful to your target consumers, distinctive to your competitors, and supported by credible reasons to believe.
Define your authentic brand character & ownable identity to drive loyalty & recognition.
Pull it all together into a motivating & engaging brand handbook and then learn how to measure your success and brand growth.
A POSITIONING STRATEGY THAT IS
A BRAND TOOLKIT YOU CAN USE AGAIN
why plan with
in brand management & marketing leadership roles culminating as a Global Marketing Director
helping build Marketing Excellence & Capability across the globe
During the workshop I will be using strategy & planning processes & tools that I have developed and refined over decades of writing my own brand plans and helping my clients write theirs. The process is based on all the relevant theory but has been proven & tested in the real world many, many times.
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