A practical, on-demand course that will guide you to write a relevant, distinctive & authentic brand positioning strategy.
With 10 on-demand video lessons & an accompanying course manual full of useful tools, templates & exercises so you finish the course with your brand positioning strategy written!
Plus access to both a community forum & private 1:1 feedback to help enhance your learning & build your network with like-minded brand management professionals
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!
Therefore, learning how to develop a strong brand positioning strategy is one of the core fundamentals for a successful career in Brand Management and this course will teach you exactly how to do it, step-by-step.
So how do you create a strong brand positioning strategy?
By answering these three critical questions and using the Brand Toolkit we teach in this course!
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IN THIS COURSE YOU WILL LEARN HOW TO:
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.
YOU WILL HAVE WRITTEN A POSITIONING STRATEGY THAT IS
YOU WILL OWN A BRAND TOOLKIT THAT IS YOURS TO KEEP
in brand management & marketing leadership roles culminating as a Global Marketing Director
helping build Marketing Excellence & Capability across the globe
I will be showing you the brand strategy process I have developed and refined over decades of writing my own brand strategy 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.
Check me out on LinkedIn
why plan with
SOME OF THE BRANDS & MARKETING TEAMS I HAVE HELPED
General Manager - Vitaco
We recently used Anne Ricci to help us develop our 3-year strategic plans at Vitaco. Anne did a brilliant job from the outset. The strategic planning framework, process, and tools she introduced to the team were clear, understandable, and actually quite simple to apply to our brands. She was highly accessible to the team during the whole process and she has a rare skill of being about to engage and coach all levels of the organisation which made the actual workshops highly effective. The resulting strategic plans we developed were a huge step up from previous years and what was almost as important is that we have built planning capability across our organisation. I would highly recommend Anne and the team from via Marca.
Chief Marketing Officer - Sanitarium
After guiding our planning cycles for three consecutive years with a string of successful brand positioning workshops and strategic planning sessions, Anne Ricci has quickly been established as a key partner to the Sanitarium Marketing team.
Anne has a refreshingly unique and passionate approach to brand building workshops, utilising a wealth of Marketing know-how to deliver us powerful and productive session outcomes for the brand.
Each session is thoughtfully put together with modular customisation to best fit the brand and the problem you’re there to solve.
Executive Director - Marketing, University of Southern Queensland
Anne with her process & toolkit helped us to: articulate and focus our brand; identify priority issues and our most promising markets; and facilitate a new brand direction and campaign. She challenged us in every way and, frankly, what could have been a painful process was genuinely enjoyable and incredibly fruitful because of her engaging ways. Anne has a way of asking the killer questions with a smile. She is a delight as well as an incisive, strategic brand guru
This is a practical, on-demand course that will guide you to write a relevant, distinctive & authentic brand positioning strategy that will ensure you build a brand that is meaningful to your target consumers & stands out from your competitive set.
The course takes you through each of the 3 steps in detail and consists of 10 on-demand video lessons with an accompanying course manual full of useful tools, templates & exercises so you finish the course with your brand positioning strategy written
Define the Challenge
WHO IS YOUR CONSUMER & HOW ARE YOUR RELEVANT TO THEM
In this module we take a deep dive into your consumer.
I will show you how to segment and choose your target consumer. Those consumers whose needs you can meet best.
I will then teach you how to develop a deep understanding of their values, needs & behaviours to help you uncover the motivations or tensions your brand could solve for them.
Solving these motivations and tensions is how you build a relevant brand.
Define the Challenge
WHO IS YOUR COMPETITOR AND HOW ARE YOU RELEVANT TO THEM
In this module you will learn how to reframe your competitive set to include but also look beyond your traditional direct competitors. To those who may also solve the same needs, motivations or tensions your brand is seeking to solve.
This new perspective may open up a whole new world of opportunity and growth!
I will then show you how to find your distinctive place in this new set using your product attributes, your functional & emotional benefits and most importantly, your brand personality & assets
Define the Challenge
WHAT IS YOUR BRAND PROMISE? AND IS IT AUTHENTIC & BELIEVABLE?
In our final module, we will show you how to craft a brand promise that provides a relevant solution to your consumers in a way that is distinctive to your competitors.
We will also ensure that this brand promise and the brand character that accompanies it is authentic & credible
What others say....
“The frameworks, process & tools were clear understandable and really quite simple to apply to our brands.”
Marketing Manager, Vitaco
Cost & Inclusions
Lifetime access to The Brand Positioning course hub and content so you can learn at your own place
The Brand Positioning downloadable course manual & adaptable templates. This 150-page document is yours to keep
10 step-by-step video tutorials packed full of key principles, practical tools, inspiring case studies and exercises to Immediately apply to your brand. They are on-demand so you can learn when and wherever you like!
12-weeks access to Live Q&A's with Anne and a cohort of like-minded marketers. Here you can ask Anne questions, seek feedback and do the work along with your cohort. You can learn from others questions, help by sharing experiences and hold each other accountable.
Don't miss this opportunity to:
Create a clear vision & direction for your brand in an uncertain world. Put a stop to the constant zigging and zagging you have been enduring
Drive choice & prioritisation, allowing you to ditch the time & resource sucking tasks to focus only on the initiatives that will make an impact and help achieve your vision
Make all your day-to-day actions and decisions faster & more effective, because you are guided by a clear vision
Build your marketing excellence in consumer insight development & brand positioning strategy
THE COST OF THIS COURSE IS A FRACTION OF THE VALUE A RELEVANT & DISTINCTIVE BRAND POSITIONING WILL BRING TO YOUR BRAND AND YOUR BUSINESS, YEAR ON YEAR ON YEAR.
FREQUENTLY ASKED QUESTIONS
I’m too busy in my day-to-day to spend the time on the modules & exercises
I don’t have the access to the data I need to write a brand positioning strategy.
There is data everywhere, if you know where to look! We’ll show you how to where to find all the best data and insights for free. Or we'll put you in touch with first class researchers to help you get the information you need.
My business moves too fast to need a brand vision
I’ve tried writing a brand positioning before but just ended up lost down a rabbit hole and didn’t come up with anything new or exciting
This process has been tested and refined over many years and each step will ensure you come out the end with an exciting and inspiring brand vision. The process and toolkit will guide you to ask and answer the rigth questions you need to consider to ensure your resulting brand positioning is relevant to your consumers, distinctive to your competitors and authentic in credible in what it does and says.
If I get stuck will you be available to answer my questions or take a look at my work?
Of course! I love nerding out on juicy strategic challenges. I am very active in the community forum where I will specifically answer your questions. There is also the opportunity for a private forum if you have some commercially sensitive questions to ask.
I really want to do this course but I need to get my bosses approval to participate and to pay for it. How do I convince them?
I am worried I’ll sign up and not finish. Work and life might get in the way.
This is where the weekly exercises and community forum kick in. You are encouraged by myself and your cohort to show up and participate every week. I will give you weekly deadlines to complete your exercises and get your plan written. And no one wants to be the kid who didn't do their homework :) Plus, learning is much richer when you can participate in the forum and read others questions having done the exercise yourself.