Brand Research and Positioning
.png)
To Create Effective Brand Positioning Strategies for Our Clients:
We utilize a systematic process that incorporates market research and data analytics to identify and analyze current market conditions, industry trends, and consumer preferences to develop an effective positioning strategy that differentiates the brand from its competitors while aligning with its overall corporate goals. Below are some of the major steps involved in our methodology.
Determine current brand positioning.
Reflect on brand essence (attributes, benefits, personality, source of authority, ideal customer, customer feelings when interacting with products).
Brand Competitor identification and research.
Brand value proposition.
Tie it together with a positioning framework (mission statement, tone of voice, elevator pitch, messaging, touchpoints of the customer journey).
Positioning thesis and evaluation of thesis effectiveness.
Deployment
Conduct market research to uncover insights into the competitive landscape and identify potential opportunities for growth/development based on the insights gathered. This information provides the foundation for developing the positioning strategy by identifying key attributes that can be leveraged to create a strong competitive advantage for your brand.
Identify the target market for the brand and identify the segment where the brand has the strongest growth potential based on data and insights gathered from the consumer interviews conducted during the market research phase. This step helps us develop a deeper understanding of the target audience and develop targeted marketing messages that appeal to them. It also informs the development of specific product features that will appeal to the target audience and enhance the appeal of the brand.
Develop the positioning strategy for the brand based on the insights gained from the research and the positioning of the competitive brands in the local market. The positioning strategy should include a mission and vision statement as well as a set of values that convey the unique character of the brand. We also develop a positioning strategy that places the brand at the forefront of the industry by defining a unique point of difference that separates it from the competition. Finally, we develop a positioning strategy that outlines the company’s strategic approach in achieving its business goals by outlining the marketing activities it intends to undertake and the budget required to implement them.
.png)
Implement the positioning strategy by developing a range of marketing messages and identifying creative ways of leveraging the strengths of the brand to stand out in the market and attract customers. This involves conducting customer research to determine the most effective ways in which they can communicate with customers and establish a strong emotional connection with them. We also identify specific features of the product that will appeal to customers and enhance the overall appeal of the brand.
Why should you properly position your brand?
Now more than ever, consumers take a brand's mission into careful consideration when making purchasing decisions. In competitive industries, retaining customers is becoming increasingly difficult. The backbone to customer retention is careful development and maintenance of your brand’s positioning amongst the competition.
