Positioning and differentiation is the answer to the question “How do you look different and sound different from your competition?” Our BRAND JOURNEY process seeks to help you to answer the following questions:
– What do you believe?
– What do you stand for?
– Who are you really?
– What makes you different from your competitors?
When we work with a client we create the BRAND JOURNEY Positioning Brief. This is an internal document developed to ensure that everything your organisation says, does, or plans consistently focuses on the factors that set you apart from your competitors. This Positioning Document will include following sections:
Your Market Category. The goal here is to explicitly state your market category. Simply identify the brand’s general sphere of competition.
Who Are You. Here we begin to address the factors that make you unique, including the physical, intellectual or attitudinal aspects of your product or organisation.
Who Are You Not. Pointing out who you are not can help your team get a clearer picture of exactly who you are.
What Do You Believe. This describes the values and emotional aspects of your organisation which will ultimately be reflected in your brand.
Your Brand Essence. This is a description of your market position and your brand identity. It will include your product/service profile, customer profile, the benefits of your product/service to your customers, etc.