Positioning and Marketing

For positioning and marketing, we pay attention to a number of considerations in order to outline the options open to your business with regard to positioning your brand.

The power, importance and pivotal nature of positioning and marketing cannot be overstated and as such it is critical to business health and 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 resonant, that is, 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.


Positioning and Marketing – Exploring Brand Positioning

The Brand Positioning Dimension

We pay attention to a number of considerations in order to outline the options open to your business with regard to positioning your brand. We can advise you on how best to manage or pivot your brand by looking on the decision making dimensions of your target segments and the current positioning of your brand in their minds and the awareness relevant to your business’ stage in the business life cycle as well as any gaps in need fulfillment in order to help carve out a strong brand position. This is at the heart of marketing and forms the foundation of all the work that will be incorporated in marketing campaigns and brand communications.

The Product Positioning Dimension

We pay attention to the clear factors of differentiation in the context of the market the business operates or seeks to compete in and the functionality provided. Equally important is the internal consistency in the positioning of your business as well as your offerings. This especially important if your company has multiple products or if you considering extending your product portfolio, as there are brand risks attached to those. We are ready to discuss these with you now.

The Competitive Positioning Dimension

Your business’ ability to be differentiated is directly correlated to competitive ability and strategy options – functionality, delivery methods and channels are primary considerations. This difference must be effectively and compellingly sold through an underlying lens that presents your offering as more desirable based on what else is available even if not necessarily empirically superior, as this latter consideration matters much less. Positioning and Marketing are right at the heart of what your brand needs to do to have a powerful positioning strategy.

The Competitive Pricing Dimension

Iconify consult to our clients on the pricing that propels their products based on your offerings competitive position and the positioning message, and clear first considerations revolve around price sensitivity of target segment, relative to awareness of the brand, the business position and the product or service’s value and/or difference. For all of these dimensions, we refer to your purpose and rely on market data to help to make the decisions.

The Positioning Message Dimension

The positioning messdage dimension is a synthesis of the output of the other dimensions and is the point at which your target segment interfaces with the decisions made on the other areas. We help you clarify this target audience with persona and pain points and unifying characteristics, within a relevance framework applicable to that audience so that your customers can ‘perceive your position’ in relation to competitors and make cognitive comparative analyses and  decisions on where your business fits based on the product’s strengths of meeting their wants and needs.

Breaking Down the Process of Positioning and Marketing

Competitor Research

Know and understand your competition, their benefits and how well they deliver

Customer Research

Drill down in the consumer data to uncover the people who you can win.

Pitch from Power

Determine the elements for which features and benefits can be amplified, and how

Benefits of getting us on board

We never forget, as scholars from Insead point out, that effective brands have regarded positioning as a strategic necessity that is aligned to business objectives, as we focus on your business’s positioning and marketing efforts. Perspective and clarity are two primary benefits you will get immediately, in the initial marketing phase of defining positioning. You’ll see your brand possibilities like never before. We focus on successful delivery pf positioning and marketing activities and we mean to get you the results you want. New campaigns for social media, a new website or a new marketing plan – whatever it is, we can help to take your marketing objectives a reality and take your marketing to next level. The key thing you need to know is that when you come on board, we genuinely care about your success – we envision and work for all that you want fro your marketing efforts.

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    Brand HackStrategy SprintMarketing MarathonBrand Communications HackPole Position HackDiscovering your valueNaming and Visual Branding HackBrand Risk HackBrand Messaging HackStorytelling & Ideas Generation HackResearch and Data AnalyticsBrand ArchitectureInside Out Brand Strategy DefinitionPurpose and Proposition DefinitionOther

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