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Brand Positioning

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 

30% OFF LOCKDOWN SPECIAL

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: 

01

Segment and choose potential consumer target groups that are large enough to generate growth.

02

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

03

Develop a deep understanding of your consumer's motivations or tensions your brand could 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

Identify your distinctive position within that competitive framework ie how are you different or better than the rest.

06

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.

07

Define your authentic brand character & ownable identity to drive loyalty & recognition.

08

Pull it all together into a motivating & engaging brand handbook and then learn how to measure your success and brand growth.

On completion

YOU WILL HAVE WRITTEN A POSITIONING STRATEGY THAT IS
3 qualities of a strong brand positionin

YOU WILL OWN A BRAND TOOLKIT THAT IS YOURS TO KEEP

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

+20 YEARS

helping build Marketing Excellence & Capability across the globe

+14 YEARS

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

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why plan with

Anne Ricci?

SOME OF THE BRANDS & MARKETING TEAMS I HAVE HELPED

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ALEX BODEN

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.

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JESSICA MANIHERA

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.

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KIRSTEN MACGREGOR

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

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Enrol now to build your skills & write your brand positioning for our special lockdown price

AUD$875 + GST  

per participant

Normally $1250

 

What's inside?

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

STEP 1

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.

STEP 1
Consumer

STEP 1

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

STEP 2
Competitor

STEP 1

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

STEP 3
Brand

What others say....

Keyboard and Mouse

“The frameworks, process & tools were clear understandable and really quite simple to apply to our brands.” 

Marketing Manager, Vitaco

Cost & Inclusions

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Lifetime access to The Brand Positioning course hub and content  so you can learn at your own place

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The Brand Positioning downloadable course manual & adaptable templates. This 150-page document is yours to keep 

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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!

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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. 

Join uS!

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.  

Keyboard and Mouse

Enrol now to build your skills & write your brand positioning for our special lockdown price

AUD$875 + GST  

per participant

Normally $1250

FREQUENTLY ASKED QUESTIONS

I’m too busy in my day-to-day to spend the time on the modules & exercises


Writing a brand vision will ease your day-to-day burdens because you will be able to confidently ditch the time suckers which aren’t counting to anything. Every task will count & contribute to growing your brand and delivering career-building results. Plus, the course is on-demand and you have lifetime access to you can work at your own pace, when and where you want. Every tutorial is bite-sized and no longer than 20mins. If you want to knock this out as soon as you sign up, you will need to allocate 10 weeks, 1 x 20min lesson and about 1-2 hours to complete the exercises each week. Don't forget, you will leave this course with your brand positioing written, so you will kill two birds with one stone and get work done!




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


We live in a fast-paced, every changing world but Strong brands take time to grow. You will need to build your brand over time and be consistent for about what the brand says and does for your brand to become meaningful and distincitive. Therefore every business needs a brand vision to guide its actions, decision making and resource allocation. The brand vision will help you make choices on which opportunities to pursue to grow the brand correctly and which ones to leave alone. These choices will also ensure you have the right focus and investment in the right places to achieve your long term 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?


Send them this page and point out the importance and benefits of brand positioning, and that for this small investment you will be able to present a completed brand strategy to them. Potentially, they could put the whole team on the course so you all have a common approach, language and toolkit to use over and over again. Mention the team discounts! Furthermore, they will be investing in your professional development to build your marketing excellence and skills in strategic thinking and creating direction which are critical competencies for a marketing team to lead the growth agenda for the entire organisation. And if they'd like to talk to me further, I'd love to chat about the course and the benefits you will receive. Just email me at anne@viamarca.com.au and we'll set up a call.




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.