Brand strategy and positioning
Why do I need brand positioning?
Brand positioning is vital for establishing a unique market presence, engaging target audiences, building brand equity, and driving long-term business success. It is an essential component of a brand’s overall strategy and plays a key role in achieving a sustainable competitive advantage.
Effective brand positioning builds a strong foundation for long-term success. Brands that are well-positioned are better able to withstand market fluctuations, competitive pressures, and changing consumer preferences.
Objective
Our client has been in a positive growth mode and was ready to move offices into a more appropriate space to support their growth. She began to have a deeper look at the structure and the brand identity, and that's where we stepped in to assist.
Approach
Over several strategy sessions, we uncovered the root of the culture and began to set the tone for the future through developing a brand purpose, mission, vision, and values. We then honed the elevator pitch and client service principles for the staff to live by.
Brand positioning guidelines
We developed the brand positioning guidelines as an easy-to-use reference guide to support the organization's strategy, providing staff with a clear understanding of the company's culture and expectations for client interactions.
Content creation
The final brand positioning has lent itself to improved website copy to refresh the organization’s client-facing key messaging, body copy, and calls-to-action.
Credits
Eileen Tellis, Robin McLoughlin
