Is your corporate brand reputation competitive? Let’s boost growth and profitability based on a strong brand positioning.
Brand positioning strategy
Is your corporate brand reputation competitive? Let’s boost growth and profitability based on a strong brand positioning.
Positioning or repositioning a brand requires a systematic process that begins with comprehensive market research to understand the current brand perception, target audiences, and detailed competitive positioning. This data forms the foundation for a winning (re-)positioning strategy. The next step is to define the unique value proposition of the brand, focusing on what differentiates it from competitors (USPs) and how it resonates with the target audience’s needs and desires. The brand’s vision, mission & purpose statements may also need to be revised to align with the new positioning. With the redefined brand proposition, the company develops a messaging strategy that communicates the brand’s new identity and value clearly and compellingly. This messaging is then disseminated across all marketing materials, channels & campaigns, ensuring consistency in voice and visual elements to reinforce the new brand positioning.
It is also important to engage with key stakeholders, such as employees, partners, and existing customers, to introduce the newly positioned brand and ensure their buy-in and support.
A (re-) positioning has impact on many success critical metrics of an organization. Progress is typically monitored and measured against predefined metrics such as brand awareness, brand perception in key positioning dimensions, market share, customer feedback, and sales figures. This evaluation helps in fine-tuning the strategy and making adjustments as necessary. The repositioning effort is an ongoing cycle of implementation, feedback, and refinement to establish the brand’s new place in the market firmly.
Lead strategy agency for the relaunch of the ABB brand
Development of the Schaeffler brand model as the Motion Technology Company, including the strategic purpose, vision and mission framework
Development of global positioning and messaging framework for the newly formed group
Niklas has pioneered in the conversation of purpose development and what this means for companies. Complimenting this work includes a broad portfolio of purpose-driven transformation, international brand and communication strategy mandates. He is an expert on the internationalization of brands and a sparring partner for top-executives across industries in the context of challenging sustainability and ESG requirements.
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Carina has more than 15 years of experience working in and for large corporations around the world. Her expertise includes strategy development and purpose-driven brand management. She is particularly passionate about working with B2B brands in expanding business ecosystems on a mission to create true customer value.
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With more than 10 years of experience, Simon has led a cross-cutting portfolio of purpose-driven organizational and cultural change as well as corporate communications projects. He guides planning and implementation programs to help our clients on their demanding transformation journeys. Based on his firm belief that complex situations require a clear way forward, he encourages companies and teams to embrace simplification for lasting change.
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