Brand Positioning and Corporate Identity Enhancement
Simply stated, your brand is how people feel towards and identify with it. Customers, employees, business partners, investors, competitors and the media form these beliefs based on:
- Seeing your brand in the marketplace
- Personal experience with the brand
- What they see and hear from each point of influence
- From your salespeople
- Through your distribution channels
- In your advertising
- By word of mouth
- Through the media
Return on investment in branding:
A strong brand gives you enduring marketing advantages. The strength and value of your brand influences:
- Customer purchases
- Pricing
- Customer loyalty
- How investors assess your value
- The quality of employees you attract
- How the media presents you
Brand Positioning Process
Brand positioning is much more than an advertising claim or slogan. It is a discipline that defines an enterprise and shapes the very fundamental beliefs people have in a product, service, company or organization.
Your brand position defines your relative place among competitors in the mind of prospects and customers. It must be true, unique, important to customers, beneficial for customers, and hard for competitors to copy. Brand positioning also defines your enterprise and its unique advantages for employees, vendors, business partners and investors.
The brand positioning “workshops” typically require the participation of senior management in two sessions of approximately two hours each on consecutive days.
Session One
- MatrixMT presents detailed point of view on Brand Positioning. What it is, why it’s important.
- Brands we admire: Each participant briefly presents a brand he or she admires, and tells why.
- Brand "storytelling": how we got where we are. Client management relates history and evolution of the brand.
- Defining the Brand Positioning
Each participant prepares a draft positioning statement defining the following elements:
- Who we are
- What we offer (our product/service)
- For whom (our customer)
- What customer need do we meet
- Who is our competition
- How are we different/unique
- The most important benefit we offer customers
Session Two
Developing a brand positioning consensus:
MatrixMT prepares a matrix of all draft statements, which each participant reviews and discusses. The group ranks the draft positioning according to how accurately participants believe it portrays the brand. These will include draft statements from MatrixMT.
Positioning statement:
Through a process of selection, we arrive at a consensus positioning statement that most accurately describes the desired positioning platform. This becomes the “blueprint” statement we use for defining the message platform.
Defining the brand personality:
Each participant submits five “personality” characteristics that best describe the brand as if it were a person they knew well. We will list and rank the answers according to most frequent mentions. The top three personality characteristics will be used to shape the definition of the message platform.
Putting the brand positioning message into action:
Session concludes with brainstorming of ideas on how the brand positioning message can be communicated to audiences both internally and externally.
Final brand positioning presentation:
Brand positioning statement, personality and rationale are summarized in a formal presentation (this can be done as a separate session if required).
The MatrixMT Brand Positioning Advantage
MatrixMT will help you understand your brand positioning and communicate it to your customers through each point of influence. Let us show you the difference our Brand Positioning strategies can make.
Phone Num. (858) 346-1430 ext. 11
Fax Line (858) 964-3783
San Diego Brand Positioning Services Located at:
San Diego, CA 92037
