12 Ways to Jumpstart your Positioning Strategy

1. Positioning Strategy – An End to End Story

Key positioning strategy considerations help highlight a radical truth –  your entire business is a story. To own your position, you need to define it then decide how it is translated into actions across your business end to end, so you can own your story. In owning your story, you have a chance to own your position. Why? Because your story is what your audience believes is the reason why they allow you to be part of theirs. Because defining your story is based on knowing why you exist and why others in that space are of no consequence because only you deliver x-y-z- ­(fill in the blanks) but in that gap must live concepts to create brand love and loyalty.

When you say one thing about your brand and do another in your transactions, your brand and therefore your position begins to be eroded. This is the point of knowing the relevant positioning strategy considerations – what it is, how you achieve it, claim it and reinforce it.

We will briefly discuss the thought process of brand positioning below but this truth should be internalised for those tools to lead to an effective strategy.

 

Positioning Strategy Considerations

Your entire business is a story – ensure it is YOU telling it!

2. Perception Persistence

So, if your entire business is a story, anchored by the perceptions of your brand and the efficacy with which the values publicly espoused are actually embedded and evinced by the way your business is run, the perception and the position of your brand cannot be sustained if your processes compromise any of the above. Therefore, we believe that owning your position is the sum of all the stories your organisation creates both at brand and business level. This belief underpins everything we suggest and do in implementing a positioning strategy.

 

3. A note on ‘Uniqueness’

Discovering ‘uniqueness’ and comparison to competitors in the current conditions are critical positioning strategy considerations. Company culture, communication and conviction must coalesce around the agreed positioning principles and a long term view is critical.

A quick note about ‘uniqueness’. Last week, I met with a marketing expert who argued, that USPs may not need to exist and that what really matters is ‘remarkability’, a la Godin. This is a good and relevant point. There are very few brand new or completely unique ideas BUT the ways, methods, embellishments and channels with which and through which deliver your offering, as well as the inimitable heart and purpose of the business that may derive from you, the leader/owner/entrepreneur, can impart uniqueness. Being ‘remarkable’ is not sufficient if it does not meet the other tests of resonance, part of which is that you are given emotional and relational reasons to choose one offering above another. More on that another time.

 

Remarkability is not always a sufficient consideration on its own to secure a solid positioning strategy

Remarakability is not sufficient

4. Clear Strategy

Your product in a competitive landscape will not reach the heights your business needs it to without a deliberate, structured and clear positioning strategy. This would have as its objective to create an ownable position in the mind of your segment and all the steps required to do so.

5. Research and Analytics

A market positioning strategy is built on business data and seeks to compose the precise chain of words to balance concepts of differentiation, distinction, and similarity in a unified brand narrative. It is a long-term effort to solidify the identity of a company, and its products or services, in a unique space within the minds of the target audience. It is an organized attempt for a brand to set itself apart from the crowd and influence the way its target audience perceives them. There is value in this process because it allows the maximisation of the segment and creates clarity on unmet needs.

6.  A territory to own – the story YOU tell

Creating the impetus for your prospective customers to carve out a position for your product in their minds, hearts and consciousness requires that messaging targeted at them hold meaning, reward and a heightened desire for the kind of fulfilment they would derive from your product or service offering. Words have meaning as well as power, so the sequence of the words that will create the right triggers and parse the correct connotations should be researched.  The ultimate objective is to differentiate and create a perception that the product meets the wants and needs your prospect might knowingly or unknowingly possess. This may be the most important positioning strategy consideration, especially in a very crowded marketplace.

7. Positioning Strategy Successes

The positioning strategy has several dimensions, rooted in competitive research and analytics. Many of the biggest positioning successes of the past 50 years have done well by repositioning the competition so effectively that the only option for the ‘anti-whatever the marketer sought to marginalise’, has been the very product being marketed. This required really understanding the competitive landscape of the product.

 

The Repositioning Magic that Apple pulled off - they repositioned all other phones as ordinary

Repositioning 101

 

Apple arguably repositioned all other mobile phones, relegating them to just ‘functional’ communication devices, Airbnb repositioned short term vacation accommodation to ‘just rooms’ by promoting the experiential ‘live there’ philosophy of Airbnb. Starbucks repositioned other coffee shops by making them ‘just coffee shops’ where Starbucks became a way of life, lifestyle choice and haven. Their coffee famously doesn’t always make the top grade according to taste tests, but their target audience isn’t just going for the coffee. This is the power of positioning even in a pure commodity segment, like coffee.

8. Pitching from Power

Your company’s positioning strategy considerations should include how you will be differentiated and compete in a market, thus, what position you will pitch from. It helps you isolate gaps that you can exploit to compete more effectively. Therefore consider the businesses occupying spaces in those broad areas.

Pitching from Power - Positioning Magic

Pitching from Power – The reason for positioning

9. Leading in a segment

Your business needs to choose a few key areas upon which to focus where your leadership or uniqueness in a feature, idea or benefit can be demonstrated.

10. Content Strength in Consumer Context

Consider your offering strengths, weakness and difference where possible in the context of the customers’ needs and the strength, weaknesses and attributes of competitors

11. Innovation as Strategy

The example companies above were able to separate themselves effectively and compellingly from their competitors through not just innovative products, in the case of Apple, but innovative strategies – reimagining and representing that category to meet other needs beyond the purely functional. They went from resolving a pain point to creating a real gain and creating delight through benefits the customer had never anticipated but now cannot live without.

So as well as the following dimensions, we should consider innovation as not just a separate dimension but a possible sub-dimension within other categories

12. Dimension X – Attribute Analysis that allows Synthesis of Positioning Gold

The following are dimensions upon which your positioning strategy research and planning should focus to help to collect insights that will help positioning:

  • Brand Positioning
  • Product Positioning
  • Competitive Positioning
  • Competitive Pricing Position
  • Positioning MESSAGE
  • Quality Positioning

The dimensions that a brand should focus on in their positioning strategy considerations can be driven by what type of brand they are.

Graham Robertson identifies 4 core strengths that people developing an offering or seeking to position an offering should identify as their primary strength, in order to determine what type of strategy to adopt and so, for example, experience-driven brands might tend not to focus too much on the cost dimension of positioning.

 

Misunderstood brands signal oblique and incoherent positioning are often a result of never attempting to own a position or identify the people for whom your product should be a first choice. You find them, communicate appropriately and then, they see you!

Positioning strategy considerations are complex, and targeting and positioning take time and commitment but is very much worth the investment to set your brand apart in your audience’s perception. This is an opportunity to show the needs and wants that only your offering can meet in a particular way. Defining your business’ purpose and identity provides a psychological hook for target customers about how your business can meet their specific needs. It allows you to make a promise that emotionally as well as rationally connects you to your audience.

Brand Strategy and Positioning

TAKE A POSITION
Be seen and heard!

Brand strategy and positioning is the first step for brand development or new brand creation.

Yes, your goal is to create a strong brand and gain market share, but for your brand to be strong it has to be resonant.

Positioning, as part of an overarching marketing strategy, helps to create resonance because it ensures relevancy and clarity. It can help you think about your brand is perceived. To create a strong brand, your brand needs to occupy a distinct position in the consumer’s consciousness. You may need to build it or you can create it by changing how they think about your competitors,

Brand strategy and positioning recognises that as a business, as an aspirational brand, your business is in a battle for the consumers’ minds.

It requires an initial understanding of who your target segments are. What are their differences and similarities and their underlying loves, fears or worries. In short, you have got to know them and the entire game should focus on conquering their hearts. Winning them over at a functional fit level but more importantly, at the emotional hit level. The success of this process would mean that your brand evokes meanings and feelings about gains and benefits rather than features. Positioning is not features led, it’s feelings led. The goal is brand supremacy in that position not product superiority in the category. This is an important distinction. You are going for brand love in order to compete. We will need to project a distinct and unique brand consistently in order to get the message across.

Find your best position for competition

Let’s help you find a position to own

Positioning strategy is at the core of brand strategy and we help you create a positioning statement and to create one, we need a clear view of your target market. Data your organisation already holds is a very useful place to start as is research, especially if your product or service offering or business is new. Positioning is equally important when there is an existing stable of brands and the positioning of a new product will then need to be in light of building a powerful brand architecture that minimises the opportunities for cannibalisation.

Brand position and strategy is an approach that creates the best opportunities for your brand to thrive. You’ve got a great offering, one that you believe in. Our uniquely passionate and collaborative people will graft alongside our clients every step of the way to find the audience who  will best appreciate your product, the right message to reach them and the right voice to carry the message —  caring more and telling it like it is.

Brand Strategy and Positioning at Iconify

Industry and Competitor Research

Where you fit.

Understand the industry and competitor landscape
Data Analytics

Treasure in data

Data gives us insights into opportunities and affords a revision of SWOT analyses
Targeting

Segmentation Magic

Isolate your target segment - get to know them and speak to them
Stand-out Strategy

Real business impact

Improve performance and gain competitive advantage
Strategy Integration

Align and Integrate

Achieve Integration between marketing and business strategies

Positioning Strategy

perceptual positioning
Own your position

Your product in a competitive landscape will not reach the heights your business needs it to without a deliberate, structured and clear positioning strategy. This would have as its objective to create an ownable position in the mind of your segment and all the steps required to do so.

Finding a territory to own

Creating the impetus for the prospective customer to carve out a position for your product requires that messaging targeted at them hold meaning, reward and heightened desire for the kind of fulfillment they would derive from the product. Words have meaning as well as power and the sequence of the words that will create the right triggers and parse the correct connotations must be researched and deployed.  The ultimate objective will be to differentiate and create a perception that the product meets wants and needs their prospect might knowingly or unknowingly possess.

Research and Data Analytics

A market positioning strategy is built on business data and seeks to compose the precise chain of words to balance concepts of differentiation, distinction, and similarity in a unified brand-narrative. It is a long-term effort to solidify the identity of a company, and its products or services, in a unique space within the minds of the target audience. It is an organized attempt for a brand to set itself apart from the crowd and influence the way their target audience perceives them. There is value in this process because it allows the maximisation of the segment and creates clarity on unmet needs.

Positioning Strategy

Competitor Analysis

Repositioning

Discovering uniqueness and comparison to competitors in the current conditions are critical for positioning. Company culture, communication and conviction must coalesce around the agreed positioning principles across. A long term view is critical.
Who are you competitors? What are their objectives and what do they do that is clever?  How will they respond to your attempts to meet customers’ needs? What can they not do well? Research is critical to positioning and we help leaders through this rewarding process.
If there was never a positioning strategy in the first place and the product has been left to grow organically but is now constrained or your business has plans to fundamentaly shift its focus and offerings and try to penetrate a new market, repositioning is necessary.
Market Penetration
Targeting and Positioning
Misunderstood brands signal oblique and incoherent positioning and is often a result of never attempting to own a position or identify the people for whom your product should be a first choice. You find them, and then, they see you!
Targeting and positioning takes time and commitment but is very much worth the investment to set your brand apart in your audience’s perception. This is an opportunity to show the needs and wants that only your offering can meet in a particular way. Defining your business’ purpose and identity provides a psychological hook for target customers with how your business can meet their specific needs. It allows you to make a promise that emotionally as well as rationally connects you to your audience.

Industry and Competitor Research

DRIVEN BY DATA
Research and Analysis

Homework and first things first, so industry and competitor research is critical. Thorough and honest analysis of your business will help immeasurably for targeting and positioning. First we establish your purpose, your current position and then we start to review how you meet customers needs.When we are across the core facts, we are now in position to begin competitor analysis. The overarching and guiding framework for this is obviously data on the industry and sector as a whole with a clear view on where you and your competitors currently fit.

We will help do the same analysis of competitors to gain a thorough understanding of who they are what they do and as far as can be ascertained, how they do it. We’ll help you do to the research to understand who the players are, what their objectives are and their resultant strategies as well as their capabilities. We apply traditional competitive position analysis to understand where possible power and opportunities lie.

This process of industry and competitor research will help to determine which strategies we should pursue for your business and even help to identify possible gaps in met needs, read possible opportunities in unmet needs.

Research

Data Analytics

Targeting

MARKET PENETRATION TOOLS
Targeting
Businesses must identify the people for whom their product should be a first choice. You find them then they see you!
Planned and organised targeting takes time and commitment but is very much worth the investment to set your brand apart in your audience’s perception. This is an opportunity to show the needs and wants that only your offering can meet in a particular way. Defining your business’ purpose and identity provides a psychological hook for target customers with how your business can meet their specific needs. It allows you to make a promise that emotionally as well as rationally connects you to your audience.

Summary of industry and competitor research

 

Business environments and brand status aren’t static. It is absolutely necessary to understand the industry and how it is changing. You need to put yourself in a position to make informed decisions about the direction in which the business should go and to understand your positional possibilities in the competitive landscape. These issues and more are the purview of industry and competitor research. The fundamental value in this process is learning enough to determine not just the strengths and weaknesses in your business but where the  opportunities and threats are and even whether there are opportunities in the threats. Are there changes you can adopt may yield robust returns?

Changing tastes, influences and lifestyles mean everything is a moving target.Good strategy is dependent on good data thoroughly analysed, properly interpreted. To launch new products or brand, or even new communications strategies, industry and competitor analyses are necessary to get clarity on what, who and where you should be targeting. To understand past and current trends in your industry and to help to anticipate demand and lifestyle trends and changes in your operating and economic environment. These act as a basis for decision making for long range planning and business strategy. These are complex processes and it makes sense to get help with it, especially skilled and independent parties to review sector and industry reports, paying attention to the currency and relevancy of the data  and profitability factors. It may be necessary to test or validate the data.

We can help you undertake competitor analysis allows you to review you competitors and their objectively definable competitive strategies and analyse their  strengths and weaknesses to help you pinpoint where your possible uniqueness lies or what needs to be changes in your product, ofFer, benefits and or message to stand out and be more competitive. Porter’s 5 forces is one of the key tools we use in this process. Competitor analysis helps to expose, using a wide lens the general assumptions and objectives as well as the limitations of competitors and can act as a guide to predict their behaviour – this is important to know how they will respond to your advances and incursions on the market. Kit Needham’s guide gives a good view the process outputs.

Brand Communications

Compelling Brand Marketing

brand to life
Brand Communications
Awareness and Visibility Await

With brand communications, inform, influence, seduce, enrich and extend your audience, your brand and reach. These are all goals your business could accomplish with the communication of salient and timely information to your different stakeholders, through appropriate and available channels. Brand value is predicated on the power and compulsion created by strong brand recognition and attachment, and by the attendant loyalty. Brand power is increased and sustained through relevant brand communications.

At Iconify, our mission is to iconify your brand, through innovative thinking and deep insights into what your brand wants to stand for. Then we ensure that you are seen and heard using the right and regular communications your stakeholders need. We come with open minds about how we can make this happen, in a way that is in alignment with your purpose and your vision.

Be Seen and Heard

Passionate, talented and committed in equal measure, we pair your business with the right team with the right mix of skills for your particular sector and business profile in order to closely meet your unique challenges. Creating a transformative brand comes from the inside out, back end to the front end and everything in between. Transformative brands change people’s minds, lives and attitudes. Opportunities and risks in equal measure abound but the importance of is unavoidable and should be planned on a multi channel basis, always configured to show off and celebrate your brand’s difference, value and unique attitude.

Rise above the noise

Our Communications & PR teams are obsessed with creating impactful campaigns and are skilled in defining and sustaining brand reputation specialise in articulating strong and emotionally accessible messages to influence the audience for whom they have been built.

We'll make sure you are seen and heard

Raise visibility and awareness and bring your brand to life
FULL SERVICE COMMS, MARKETING AND PR COMMS
Brand Image and Reputation Creation

Creating a transformative brand comes from the inside out, back to front end and everything in between. Transformative brands change people’s minds, lives and attitudes. We help form the messages that create the impressions your brand needs to get attention, raise and capture awareness, maintain interest and visibility and influence buying behaviour.  Opportunities and risks in equal measure abound but the importance of planned and multi-layered brand communications is undeniable. We guide businesses in the process of deciding what should be pursued,  always configured to show off and celebrate your brand’s difference, value and unique attitude.

Compelling, Captivating and Remarkable

Iconify helps you to define brand concepts, and refine these to ensure that your core beliefs and values are aligned with the primary concept, and the purpose of your brand. Crucially, we then help you plan and execute on these ideas to mobilise the power of the concept. We will work very closely with you to ask the questions that must be asked and challenge you to validate the answers, strip back the ideas  to extract the core value in them and test them against your purpose.

There are several tests we apply to an idea in order to verify that it is resonant – is it relatable, is it unique, is it persuasive and ‘so what?’ Once we have a clear steer on the fundamental and transformative brand idea, we work with you to develop a brand strategy. We can also work with you to build a business model and plan operations that are built around delivering a customer experience that lives up to your brand promise. We’d love to discuss this with you. Call now on 02081919008.

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185365674

Brand Risk Management

Hazard Ready
Brand Identity Protection

If Brand Identity Protection is not a consideration you have articulated or have SMART objectives for in your business, you may not have thought about or sufficiently addressed the following key brand risk management questions.

  • What is the single worst thing that could happen to your company?

If you are food service organisation, this requires clearly articulating and communicating to the organisation at large. The understanding and aversion to the fundamental risks to your business and brand, which are one and the same, should be embedded in your organisation’s DNA. You must have a risk framework revolving around the fact that somebody could die from consuming your products. It’s brutal but it’s true. Recent events in the press with high profile organisations have highlighted that these risks or at least  how the communications are managed in the event of these risks manifesting as issues, may not have been managed optimally. Most likely, the risk scenarios were not operationally tested, but organisations also run agency risks with regards to employees as well as incremental risk management failures.

  • What types of events could create havoc for your business?

It’s human nature to expend our energy on the most likely risks, however we must have a robust plan in place for the risks of greatest severity no matter how low their likelihood and regardless of risk transfer mitigations in place. As important is the communications and reputational risk strategies in place.Our risk management approach will enable you to confront risks with the confidence that comes from identifying and planning for your business’s unique risks and ensuring that there are systems in place not just to combat these and survive these eventualities but also rise above them.

There are several reasons why risk management in organisations fail, not least reliance on transfer risks, but as a brand management company, we make Brand Risk Management an area of particular focus and are unique in this.

Taking a long term critical and prudential view of your risk horizon is crucial to your Operational Readiness model. Iconify can provide clients with an Integrated Brand Risk Management and Reputation Management framework, perfected in global banks and organisations. These detail planning and prioritisation of risk scenarios, process risk models and holistic Readiness Strategy. and Communications to ensure continuity and that the correct responses are deployed to defray adverse scenarios.

Proactive Brand Risk Planning

Brand Risk Identification and Assessment

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Brand Risk Management Strategy

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Brand Risk Readiness and Continuity Framework

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Risk Communications and Reputation Management

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Social Media and Communications Security Risk

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Brand Health
Brand Health

Brand value is predicated on the power and compulsion created by strong brand recognition and attachment, and the attendant loyalty. Deterioration caused by damage to the brand through adverse communications, events or ill prepared responses and operations for adversity, immediately starts to impact the brand value. This is often either accompanied by reputation damage or caused by reputation damage. We help you envision the future of your brand but also what can trip up your business and put adequate plans and Readiness Strategies in place to prevent and combat these potential factors.

Positioning

Positioning for Business Success and Brand Resonance

The power, importance and pivotal nature of positioning cannot be overstated. Positioning is critical to competitive ability because if strategic positioning can be achieved, so can competitive power. Iconify will help your company clearly articulate what will make your brand resonate with your prospects, through clarity on what you do, why it is authentic, relevant and unique and how your difference will drive your target market make a decision to buy your product or service. We will assess and review, in consultation with you, fundamental factors that facilitate the reach and reaction you require.
There are several dimensions to positioning, explored here.

Positioning strategy is at the core of brand strategy and we help you create a positioning statement and to create one, we need a clear view of your target market. Data your organisation already holds is a very useful place to start as is research, especially if your product or service offering or business is new. Positioning is equally important when there is an existing stable of brands and the positioning of a new product will then need to be in light of building a powerful brand architecture that minimises the opportunities for cannibalisation.

Our Process

Exploratory sessions

We strive to get under the bonnet and really understand your brand and business drivers as well as your goals and dreams for the business.

  • What value can be captured within your agreed strategy and what’s the smartest, fastest, most effective interesting and innovative way your company can do it.
  • We determine your risk appetite and then your innovation profile and which new ideas will when implemented will deliver the highest impact.
  • What’s your risk and innovation appetite?
Competitor Research

Naturally, it’s  pivotal to know your direct and indirect competition, their benefits and where they shine and how well they deliver overall. Data your organisation will have will be reviewed to this end.

Customer Research

Drilling down into customer data, and into their needs and wants, their profiles and habits to uncover your natural consumers as well as others you can win.

  • What’s adding value, what’s not, which initiatives are expended?
  • What’s not yet been fully plumbed and explored and what customer needs are undeserved that you could meet with marginal extension?
Pitch from Power

Determine the elements for which features and benefits can be amplified, and how we can do that.

  • At Iconify, we help our clients design a change programme that will deliver integrated positive transformation to elevate your brand.
  • Opportunities for innovating products, processes and technology.
  • Cause marketing

Benefits of getting us on board

Perspective and clarity are two primary benefits you will get immediately. You’ll see your brand possibilities like you have not before. We focus on successful delivery and we mean to get you the results you want – new campaigns for social media, a new website or a new marketing plan are examples of what we are often asked for and can certainly help you with.

Get help with positioning

Start your positioning journey

Business people walking in modern glass office building

Brand Strategy

Every Company needs Brand Strategy

RISE ABOVE THE NOISE and BE HEARD
Why Brand Strategy

Brand Strategy is about capturing brand love and loyalty, building the resonance needed for consumers to form strong and enduring attachments with the brand. The brand strategy process encompasses the principles, purposes and values running through what you do, why you do it and why it means something to people and how that translates to how you do what you do.

Our Philosophy

We call our method Inside Out Brand Strategy, where we work hard to find and connect everything we do to your brand’s purpose.We will reframe your brand story and what your offering means to your customers and if your brand makes them feel valued, using our STORIE  framework. This means we are interested in how well your business functions and people working for you are truly geared up to deliver on your promise, according to your values.

The Meaning of your Brand

What does your offering mean to your customers?  Our branding methodologies seek to honour your customers by understanding who they are and what your brand means to them on several levels, and how reinforcing these themes can propel more customers to buy in to the brand’s products, which act as bulwarks for when the brand is navigating choppy waters.

What we do

There are a number of approaches we can use to help clients set or reassert your brand vision and create a strategic plan to implement it. We will help you make purpose driven, brand led decisions and fine tune options on your target market, strategy and new ideas to realise higher ROI, stronger and more resonant reputation and clarity on CX improving activities. Our goal is to concentrate focus and gain clarity on your company’s core strength, vision and evaluating the current business and operating environments to realign the brand process to match its purpose and vision and create a roadmap to amplify brand love, power and loyalty.

Brand naming process
Unify and harmonise
Brand Architecture

Post mergers or acquisitions, the attention required for your Brand architecture, is to unify brand strategy and align positioning and prioritise activities to realise any marketing efficiencies must be top of mind. We will help you with internal and external research and with measurement and evaluation to create a sound basis for program of work to create or increase brand equity, and to calculate ROI.

As a hybrid organisation, we can provide both consulting and creative capabilities and bring the necessary skills to arriving at the right mix of solutions to create the seamless brand strategy you need. Drive your brand architecture and propel your consumers to love and passion.

Build a Brilliant Brand from the Inside Out

Research, insights,  purpose, gap analysis and change – Brand Power. Let’s help you build it so they will come

WHITE ICON
Brand Purpose
We'll help you discover your resonance through purpose and passion
WHITE ICON
Brand Positioning
We help find your tribe and a position and proposition they'll love
WHITE ICON
Brand Research
We'll help you find your sweet spot segment using data
WHITE ICON
Creatives & Analytics
We forge a compelling proposition and message.
WHITE ICON
Consolidate and Extend
Explore resonant growth and assimilation options.

Brand Strategy Development

Brand Strategy Development

Brand strategy development is a key part of standing out and competing on your difference as well as identifying who your primary targets are.

We have a wealth of experience and skill in building your brand or creating a new brand or repairing an existing brand, so that whatever phase of lifecycle your business is in, we can help.

Resonance

We are motivated and energised by the ongoing race to keep your brand relevant, to keep your message and brand resonant. For all your brand and branding requirements, we are your partner to help you to articulate your brand purpose, values and identity, the essence of brand strategy development.

Please  visit our main Brand pages, here to find out more about our brand services.

Brand Strategy – ‘Inside out’ Branding strategy and Branding

To help you formulate your brand strategy, we start from the ‘Inside Out’  to understand what your company stands for and fashion a unique and tenable position for your brand. On this, we base the crafting of your resonant brand, message and communications to adequately counter competition.

If you are just setting out, with your head full of dreams and plans, and you need help to build and plan your business model, we can provide an end to review of how you plan to operate, the possible impediments and advantages, and how to leverage the latter. Please visit our main brand positioning pages  for more information.

We work with clients to align their transformation strategy and implementation plans to core brand purpose tenets and your business’ fundamental values.

What is your brand’s purpose, at its core, what does it stand for and what definable and indefinable benefits does it confer upon your target market that they cannot get elsewhere? How can you started in a crowded marketplace and how do you get your customers to really, truly hear you. You have to speak their language and in order to do this, you really need to understand them, what they want and what they will love. We start with the data and we conduct the analysis that lets our clients confidently hit the right notes – notes that soar and resonate.

Brand risk management to protect brand collateral and reputation

Resonant and established brands garner brand love and loyalty and as a result, widespread uptake, which exposes you to particular risks with regards to what could go wrong and building a risk framework to help you plan for and manage those risks. Any brand strategy work we do will focus on managing the risks that your brand faces, to protect its assets and we advise on process improvement in this regard.

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