BRANDING METHODS

The Enterprise Transformation Catalyzer

Brand Positioning

The Living Compass for Enterprise Transformation

Pain Point

What if we see brands as game changers for the world and society, then Brand Positioning is the idea and action they commit to bring to life for the world and society.

How is Brand Positioning different from Business Positioning?

A Brand Positioning differs from a Business Positioning that defines/answer the question of 

  • Who are my customers?
  • What is my price positioning?
  • How do I compete in the market?

BRAND POSITIONING ANSWERS THESE 4 QUESTIONS FOR MY BAND

01

VALUE

What value do I bring: benefits and emotions that I will commit to deliver consistently to my customers?

02

BELIEFS

What beliefs define myself: that vision unites me with my teams around a common mission and compels my customers to become active advocates.

03

PERSONALITY

What is my personality: how does the interaction with my brand feels like for my customers?

04

UNIVERSE

What universe do I create: moments of the day, situations with friends and family, places that my brand represents and idealizes for its customers.

NIKE’S

BRAND POSITIONING

A GOOD EXAMPLE

01

VALUE

What value does NIKE bring: Delivers high performance sport gear value.

02

BELIEFS

What beliefs define NIKE: Promotes a vision of pushing limits, “Just Do It”

03

PERSONALITY

What is NIKE personality: Feel like an easygoing team more than can turn into a passionate coach.

04

UNIVERSE

What universe does NIKE create: Creates the universe of victory and overcoming. (Nikes means victory in Greek)

A GOOD BRAND POSITIONING

PROVIDES

CLARITY + ACTIONABILITY

CONTRIBUTES TO

2 TRANSFORMATION GOALS

01

To align its teams and customers towards a vision that impacts the world and society.

02

To accelerate innovation and consumer centricity with the focus on its value.

In a changing world a brand positioning is set to be more dynamic, or at least brand positioning needs to be reinterpreted by its leaders to fit a variety of situations.

It is important for your company to embrace brand positioning as a living compass to navigate changing environments.

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