You don't find your customers, they choose your brand.
You don't find your customers, they choose your brand.
Brand Positioning
Brand positioning helps you clarify who and how you serve.
It also tells your potential customers why you are the right company for them and what sets your products or services apart.
It also tells your potential customers why you are the right company for them and what sets your products or services apart.
Challenge
Brand owners know, the stakes are high in brand positioning. Brand repositioning is more difficult than initially positioning a brand because you must first help the customer "unlearn" the current brand positioning, and then "re learn" about the brand name, corporate identity, CD, logo, website, products and packaging that emphasize the new positioning.
Brand repositioning is necessary if one or more of these conditions exist:
· Your brand has an opaque, confusing, or nonexistent image or message.
· Your brand lacks vitality. It is perceived as "old" or "tired", not experienced or traditional.
· The primary benefit or USP your brand "owns" has evolved from a differentiating benefit to a cost-of-entry benefit.
· Your company is significantly altering its strategic direction.
· Your company is entering new markets and the current positioning is no longer appropriate.
· Your company has bought or incubated other brands or sub-brands.
· A new competitor with a superior value proposition enters your industry.
· Competition has usurped your brand's position or rendered it ineffective.
· Competition has deliberately repositioned your brand in a negative way.
· Technology has disrupted or changed your industry or your brand.
· A brand extension/incubation has repositioned the parent brand in a negative light.
· Research indicates that your brand is no longer unique or compelling.
· Research indicates your brand is not building an emotional connection with your target customer.
· Your company has acquired a very powerful proprietary advantage or USP that must be worked into brand positioning.
· Corporate culture renewal dictates at least a revision of the brand personality.
· You are broadening your brand to appeal to additional potential consumers or consumer need segments for whom the current brand positioning won't work.
Brand repositioning is necessary if one or more of these conditions exist:
· Your brand has an opaque, confusing, or nonexistent image or message.
· Your brand lacks vitality. It is perceived as "old" or "tired", not experienced or traditional.
· The primary benefit or USP your brand "owns" has evolved from a differentiating benefit to a cost-of-entry benefit.
· Your company is significantly altering its strategic direction.
· Your company is entering new markets and the current positioning is no longer appropriate.
· Your company has bought or incubated other brands or sub-brands.
· A new competitor with a superior value proposition enters your industry.
· Competition has usurped your brand's position or rendered it ineffective.
· Competition has deliberately repositioned your brand in a negative way.
· Technology has disrupted or changed your industry or your brand.
· A brand extension/incubation has repositioned the parent brand in a negative light.
· Research indicates that your brand is no longer unique or compelling.
· Research indicates your brand is not building an emotional connection with your target customer.
· Your company has acquired a very powerful proprietary advantage or USP that must be worked into brand positioning.
· Corporate culture renewal dictates at least a revision of the brand personality.
· You are broadening your brand to appeal to additional potential consumers or consumer need segments for whom the current brand positioning won't work.
Solution
By defining and emphasizing brand strategy, design, and growth, a better position will be achieved in the market. Read more...
Case Study
Holtmann Since 195O
A new USP, new message, new image, and better positioning in the market.
Holtmann (Holtmann GmbH & Co. KG) is one of the leading service providers in the trade fair and events industry in Germany. Holtmann was able to change the exhibition construction landscape internationally, and worked on various global projects in Berlin, Cologne, Frankfurt, Nuremberg, Hanover, Milan, Paris, Moscow, London, Shanghai and Dubai.
In 2018, as Holtmann (Holtmann GmbH & Co. KG) Design- and Brand Consultant, along with rebranding and brand strategy transformation, the definition and design of a new image and identity was put on the agenda.
Following a three-month deep analysis of more than a hundred international trade fair and event companies in Germany, we found more than twenty companies with black and white as their corporate colors, along with about 30 companies using the word Messe+Event in their keywords, titles, or slogans.
My suggestion was to define a brand architecture and create a new (sub) brand with a completely different and unique image, as well as to develop Holtman with a completely different approach.
The Holtmann Since1950 was born with fiery orange and white as a main color, silver and anthracite as the accent color.Traditional Holtmann but, instead of black and white, a combination of white, anthracite and orange was chosen as the accent color.
There were no other trade fair and event companies in Germany at that time using such a corporate color combination. Our goal was to create a new, relevant brand with an emphasis on design rather than construction.
In the mind of the audience, the company has two distinct images:
One is a serious color combination of anthracite and white, symbolic of the company's seventy years of experience; and another is an orange and white combination, as a more youthful and ambitious approach to more market share. Read more...
A new USP, new message, new image, and better positioning in the market.
Holtmann (Holtmann GmbH & Co. KG) is one of the leading service providers in the trade fair and events industry in Germany. Holtmann was able to change the exhibition construction landscape internationally, and worked on various global projects in Berlin, Cologne, Frankfurt, Nuremberg, Hanover, Milan, Paris, Moscow, London, Shanghai and Dubai.
In 2018, as Holtmann (Holtmann GmbH & Co. KG) Design- and Brand Consultant, along with rebranding and brand strategy transformation, the definition and design of a new image and identity was put on the agenda.
Following a three-month deep analysis of more than a hundred international trade fair and event companies in Germany, we found more than twenty companies with black and white as their corporate colors, along with about 30 companies using the word Messe+Event in their keywords, titles, or slogans.
My suggestion was to define a brand architecture and create a new (sub) brand with a completely different and unique image, as well as to develop Holtman with a completely different approach.
The Holtmann Since1950 was born with fiery orange and white as a main color, silver and anthracite as the accent color.Traditional Holtmann but, instead of black and white, a combination of white, anthracite and orange was chosen as the accent color.
There were no other trade fair and event companies in Germany at that time using such a corporate color combination. Our goal was to create a new, relevant brand with an emphasis on design rather than construction.
In the mind of the audience, the company has two distinct images:
One is a serious color combination of anthracite and white, symbolic of the company's seventy years of experience; and another is an orange and white combination, as a more youthful and ambitious approach to more market share. Read more...
Let's talk about your brand
How can brand positioning help you build a better brand?
We invite you to attend our Brand Workshop in order to achieve better results. The goal is to gain a better understanding of you, your brand, and your brand vision. This will enable us to provide you with the most effective brand strategy, brand design, and brand growth.
We invite you to attend our Brand Workshop in order to achieve better results. The goal is to gain a better understanding of you, your brand, and your brand vision. This will enable us to provide you with the most effective brand strategy, brand design, and brand growth.
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