We recommend kicking off the BYBS academy with our foundation course Building a Relevant & Distinctive Brand Positioning.
WHY? Because 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!
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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.
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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:
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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.
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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.
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07
Define your authentic brand character & ownable identity to drive loyalty & recognition.
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08
Pull it all together into a motivating & engaging brand handbook and then learn how to measure your success and brand growth.
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On completion
YOU WILL BE ABLE TO CRAFT A POSITIONING STRATEGY THAT IS
YOU WILL OWN A BRAND TOOLKIT THAT IS YOURS TO KEEP
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 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.
Interested but you’d like a taste test to see what we are about?
Download our free Brand Positioning Checklist & Workbook
