A brand exists because it distinguishes itself positively from other brands. But what is this distinction? And in what way do you want to present yourself in the consumer’s mind? A well thought out brand positioning allows you to answer these questions for yourself and the consumer. This is not only important for naming, but forms the basis for everything the brand does.
What is the importance of brand positioning?
A carefully chosen positioning strategy provides clarity. Not just for consumers, but especially for those who have to propagate the brand: the employees of an organisation. The positioning can be viewed as the compass/backbone/core (or whatever you want to call it!) of the brand and identifies your position in relation to others. Strong brand positioning creates individuality and gives your brand character.
In order to jointly achieve a clear, powerful brand positioning, we organise the BrandDefiner session. The BrandDefiner session is inspiring, question driven, to the point and interactive thanks to its clever and clear design.
Crucial is the ‘why’. We start with a conversation about the world of the brand as it is now and how it should be. The next step is focussing on the needs of the audience and formulate the ‘how’. What do we have to offer? How do we want to behave as a brand? And: what is in it for the target audience? Once we figure this out we return to the basics: the ‘what’. It happens all too often that there really is no suitable category description in place.
Based on this session, we can carry out a naming process, write a Branding BluePrint or a BrandStory.
The Branding BluePrint presents the positioning of the brand clearly and concisely, so that it can be used by everyone as a basis for policy-making, communication strategy, text and design. With the help of a written feedback round about the concept version, we provide extra quality.
Branding BluePrint elements:
- vision of the brand
- category description
- target audience
- benefits (functional, emotional and social)
- key values
- brand personality
- brand promise
Of course, these elements can be adapted to the needs of the client in consultation.