Sharpen Your Brand Positioning
Build a Relevant, Distinctive & Enduring Brand Positioning Strategy
1 DAY WORKSHOP + INSIGHT PREPARATION

A strong brand starts with a sharp, enduring brand positioning strategy. One that creates a consumer-centric, long-term vision and then leads everything from strategic brand planning through to day-to-day marketing activity. It is your North Star!

So, how do you create a sharp, enduring brand positioning strategy? Or sharpen the one you already have?

By answering these four critical questions during our one-day workshop...

1. Who are your consumers & are you relevant to them?

2. Who are your competitors & are you distinctly different to them

3. What is your brand promise & personality & why should you be trusted?

4. What are your brand guardrails to maintain consistency but guide agile, informed decision-making?

DURING THIS WORKSHOP WE WILL

01

Segment and choose potential consumer target groups that are large enough to generate growth but discrete enough to find a common need to satisfy.

02

Write a detailed profile of your chosen consumer target, outlining their core values and needs which impact their behaviours in your category.

03

Develop a deep understanding of your consumer and select the motivation or tension your brand will seek to solve.

04

Define your competitive framework beyond your traditional direct competitors to those who solve the same needs, desires or tensions for your brand.

05

Ensure you meet the competitive mandatories & identify your point of difference within that competitive framework

06

Develop a brand promise and benefit ladder that is meaningful to your target consumers, distinctive to your competitors, and supported by credible reasons to believe.

07

Define your authentic, consistent brand character & ownable identity to stand out, connect and build trust.

08

Construct a set of brand strategy guardrails determining what the brand always is, could be and never be, to guide day-to-day decisions & execution

OUR PROPRIETARY BRAND TOOLKIT WILL GUIDE DISCIPLINED, LOGICAL THINKING

YOU'LL LEAVE WITH A POSITIONING STRATEGY THAT IS

why plan with

Anne Ricci?

in brand management & marketing leadership roles culminating as a Global Marketing Director

+25 YEARS

helping build Marketing Excellence & Capability across the globe

+14 YEARS

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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