Identity and positioning

“A bit of everything” – this is exactly the opposite of what makes an excellent brand positioning. An effective positioning persuades through relevance, credibility and selectivity. It forms the starting point for professional brand management – only those who know what they stand for, can also communicate this picture to the outside world.

Consequently, a focus on the most significant content is inevitable (keyword: relevance): what are the benefits your brand offers to customers and how can those be justified convincingly through the underlying competences (keyword: credibility)? A successful positioning addresses the needs of the target group and differentiates the brand from competitors (keyword: selectivity). Brand personality, core benefits and reasons why are aligned with each other and thereby lay the foundations for a consistent perception within the target group. Even new, forward-looking positioning fields should not be a no-go for a viable brand positioning. It should certainly include topics that the brand wants to occupy in the future.

A clear identity always sets a binding framework for the self-conception of the company. The guiding principle gives employees orientation internally. In contrast to that, the positioning focuses the target group externally. On top of that, it makes it easier to demonstrate a consistent brand identity and therefore offers a solid base for a long-term, strategically-led business orientation.

What we offer

Based on a clear, convincing as well as motivating and inspiring vision and mission and together with you, we develop a brand positioning that is relevant and differentiating, but at the same time credible.

While doing so, we consistently place emphasis on the most important good of every company: your target group. What are their needs and what is the best way to address these? This ensures that brand positioning is given highest priority. Moreover, we also consider the opponents on the playing field of your brand: your competitors. What benefits do they offer their target groups and what are the underlying competences? With this knowledge, it is possible to specifically and individually work out the unique selling points of your brand. Eventually we reflect together whether your brand can really communicate the promised benefits in a convincing way.

To bring the brand even closer to your target group, we elaborate the personality of your brand. If there are specific characteristics that your target group associates with the brand, these provide the best base for a strong emotional relationship between the brand and your target group.

Your benefit

Benefit from our long-term experience and our structured approach. During the interdisciplinary development process, we include different internal stakeholders from various functional areas that significantly shape the brand experience of customers. This creates acceptance, lays the foundation for commitment and eventually enhances the motivation of employees in the company. All employees have the same understanding of what the brand stands for and what makes it unique. This in turn increases effectiveness and efficiency of internal processes, communication and market development – and ultimately also of your business success.

As a result, you have a comprehensive positioning model that includes brand essence, personality, promises and reasons why. This provides the ideal base to start the communicative, behavioural and procedual implementation and anchor the brand in the minds and hearts of the target group.