The Brand Positioning Plan

Discover a programme to set your business apart in the eyes of your ideal OEM partners.

B2B Brand Positioning Plan

Why Brand Positioning Matters

As a contract manufacturer, you may be unable to showcase your customers to prove your expertise. That's why understanding the significance of your brand's unique identity is crucial. 

Positioning defines how your services are a better fit than alternatives for a particular set of customers. Your services will stand out by better meeting specific customers' needs. 

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Transform your Brand

Discover a bespoke plan for brand transformation and improving customer experience in your sales pipeline.
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Tune your Positioning

Learn how we can help you find a balance between the logical "yin" of positioning and the emotional "yang" of branding.
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Stand out where it matters

Explore this seven-step programme to stand out in a competitive growth market and extend your reach.
Transform your brand
Transform your Brand

Discover a plan for brand transformation and lay the foundations for building a sustainable pipeline.

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Craft you Positioning

Learn how we can help you with the logical "yin" of positioning and the emotional "yang" of branding.

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Stand out where it matters

Explore this seven-step programme to stand out in a competitive growth market and grow your reach. 

 

Get the full story

Discover why branding and positioning impact your pipeline more than ever today.

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Diagnostic Review

A Workshop | In-Person or Online

Establish the Baselines

We will conduct a review to evaluate your setup and goals.

We want to establish your objectives and benchmarks. And establish a process to track progress and identify opportunities.

Involve key people from Sales, Marketing, Customer Services and other senior management teams for comprehensive insight.

  • Assess the effectiveness of current marketing strategies and channels.
  • Analyse the sales process to identify trends, patterns, and concerns.
  • Examine collaboration and communication between teams.
  • Evaluate target audiences and segmentation strategies.
  • Catalogue questions and objections at stages of the buyer's journey.

We will send questionnaires and use that insight to guide deeper analysis during the workshop.

 

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Target Audience

A Workshop | In-Person or Online

Enhance your Customer Focus

Uncover the intricacies of buyer's viewpoints and priorities. This dedication will sharpen your market focus and strengthen relationships with your target audience. 

  • We want to explore what motivates customers to invest in solutions like yours and what they expect to achieve.
  • We want to identify aspects of competing solutions they consider most critical, any doubt that your solution is the best option, and any individuals or factors in their ecosystem that could influence their decision-making process.
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Ideal Customer Profile

What are the characteristics of your perfect customer – the type of customer that will benefit most from your services and generate the most value for your business?

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Define Buyer Personas

Who are the buyers involved in a decision to work with you? What are their challenges, fears, and aspirations - their priority initiatives, success factors, perceived barriers, and decision criteria?

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Map Your Buyer's Journey

Break the buyer's journey into critical stages. Then, tailor your approach to answer their urgent questions. Map your content to the journey stages and improve sales and marketing outcomes.

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Market Analysis

Research & Analysis

Identify gaps in the market

We will assess your current position and analyse your competitors' online strategies.

  • This evaluation will uncover their strengths, weaknesses and position in the digital landscape.
  • This research and its findings are essential.
  • They are required for the Brand Positioning Workshop (Step 4).
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Analyse Your Position

We will evaluate your digital presence and performance. This analysis will help us define your strengths and identify areas for improvement. It will also compare you to competitors.

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Review Competitors

We will analyse website performance and online reputation, identify strengths and weaknesses, and uncover opportunities and strategies to outperform competitors in the digital landscape.

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Identify Gaps

We will identify where your competitors lag and excel. We will use this to improve your strategies. It will help us seize online market opportunities and reduce digital threats.

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Stand out where it matters

A Workshop | In-Person or Online

Brand Positioning

How do customers perceive you? What do you stand for? And what differentiates you from your competitors?

  • The best B2B brands define their market space and position, which helps them stand out to the right customers. A positioning statement guides decisions and shapes marketing, customer experience, and business direction.
  • Engaging with stakeholders can help you build a shared understanding and commitment to your brand. A clear market position can set your brand apart, creating a unique proposition that appeals to your target audience.
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What You Stand For

Establish a precise identity by outlining your brand's differentiation. Make sure this shows your beliefs and principles. This will build a brand that resonates with stakeholders.

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Competitor Positioning

Identify how competitors are positioned and assess their strengths and weaknesses. Use this knowledge to differentiate effectively, emphasising unique attributes that set you apart.

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What Customers Want

Define customers' needs, desires, and pain points. Focus on delivering solutions that address these aspects. Align your services and messaging to meet these expectations.

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Hone your messaging

A Workshop | In-Person or Online

Value Propositions

Crafting compelling value propositions is crucial for any business. They showcase your business's unique benefits and address what customers need, want to avoid, and want to achieve.

  • This workshop will guide you through the process of creating solid propositions that can set your services apart from competitors, improve your marketing, and boost your sales.
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Your Customer's Jobs

To establish your 'jobs to be done' you must identify the tasks your customers aim to complete, the problems they need to solve, and the needs they want to meet.

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Your Service Solutions

Create a map that demonstrates how your services solve real customer problems and meet their needs, connecting the dots between their "jobs to be done", pain points, and desired outcomes.

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Innovate Propositions

Learn how to identify opportunities to create value, brainstorm ideas to evolve and improve them, and match customers' jobs, pains, and gains with your pain relievers and gain creators.

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Develop a Messaging Framework

A Workshop | In-Person or Online

Brand Narrative

A brand narrative shapes your marketing and communications strategy. It's not a script to be repeated verbatim. You must interpret it and tailor it to your customers' individual situations.
  • A robust and cohesive brand must stand for something. Your brand persona, values, and purpose are the foundation of your story. You establish the DNA that must run through everything you say or show.
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Brand Pillars

Brand Pillars are characteristics and core values that help define your company's identity and personality. They help develop the brand story and organise its messaging for the audience.

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Brand Persona

Creating a clear brand persona is vital. It helps attract and retain clients and staff. It demonstrates your reliability and excellence, helping your brand connect with customers.

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Brand Story

Define the change customers need from you. Hone the problem you solve for them. Show empathy. Establish your authority. Introduce a plan to make them heroes in your story.

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Grow your digital reach and impact

A Workshop | Online

Brand Identity

Your brand identity is compiled from a collection of elements that culminate to create a feeling about your business. A strong B2B brand will match its buyers' needs, interests, and challenges.

  • Your brand identity includes how your company looks, feels, and communicates. This must be true across all channels. It creates a clear image that reflects your values and aims and sets you apart from competitors.
  • In addition to customer needs, focus on operational excellence. Incorporating advanced practices and maintaining high standards across operations helps build trust and distinguish your business in a competitive market.
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Tone of Voice

Your brand is not just about what you say but how you say it. Your 'tone of voice' should reflect your values, connect with your target audience, and be consistent across all channels.

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Visual Identity

Extend your digital brand and enhance its impact. Your logo, colours, and typography are integral to a design style that should mirror your brand's identity and beliefs. Consistency builds trust.

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Brand Promise

Outline the consistent experience customers can expect. Highlight your brand's intangibles: innovation, quality, sustainability, ethics, and communication. These can set you apart.

DIGITAL BRAND FOUNDATION

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DIGITAL BRAND FOUNDATION

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CUSTOMER FOCUS


shield-tickALIGN YOUR BRAND WITH CUSTOMER PERSPECTIVES


If you're serious about elevating your brand, obsess over your customers' perspectives. Profoundly understand their pains, desires, and preferences. Use that intelligence to carve out a market position so spot-on that your competitors will weep. 

Before the workshop, we gather and collate data to craft an ideal customer profile (ICP) and develop buyer personas for the key stakeholders influencing purchase decisions. This preparatory work ensures that during the workshop, we can focus on their challenges, fears, aspirations, and the motivations and expectations they have from solutions like yours.

Following the workshop, we synthesise this information into comprehensive ICP and Buyer Persona profiles. These documents outline priority initiatives, success factors, perceived barriers, buyer journeys, and decision-making criteria. 

With this, you will have a framework for creating content across buyers' journeys to guide and influence them throughout their complex and often protracted purchasing experience, enhancing your ability to sway decisions and drive successful outcomes.

YOUR DIGITAL BRAND

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Competitor Analysis


shield-tickIDENTIFY GAPS IN YOUR MARKET


A review examines competitors' online strategies to gauge their strengths and weaknesses and reveal their digital positioning. We will analyse website performance, SEO rankings, paid advertising campaigns, social media engagement, content strategies and online reputation. 

Understanding these facets helps pinpoint opportunities where competitors lag and excel. This data aids in refining a business's digital strategy to seize online market opportunities and mitigate digital threats.

Following our assessment, we'll provide actionable insights and strategic recommendations to enhance your competitive edge and address shortcomings. 

The research will help define:

  • Opportunities to gain a digital advantage
  • Insights on where you may be falling behind
  • Your digital position in a burgeoning market

YOUR DIGITAL BRAND

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BRAND POSITIONING


shield-tickSTAND OUT WHERE IT MATTERS


A brand positioning workshop is a collaborative session to define and articulate a company's unique position in the market. It helps businesses identify their target audience, competitors, and differentiators to create a clear and compelling brand narrative. The value of a brand positioning workshop includes:

Competitive advantage

By clarifying your market position, you can differentiate your brand from competitors and establish a unique selling proposition that appeals to your target audience.

Improved customer understanding

The workshop fosters a deeper understanding of the target audience, enabling businesses to align their brand with customer needs, preferences, and expectations.

Strategic focus

A clear brand positioning statement is a foundation for decision-making, guiding marketing strategies and overall business direction.

Stakeholder alignment

Engaging team members and stakeholders in the workshop promotes shared understanding, buy-in, and commitment to the brand positioning, fostering collaboration and unity across the organisation.

 

BRAND VOICE & MESSAGING

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BRAND NARRATIVE


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Clarify why and how your customers work with you. A brand narrative is a story that shapes your marketing and communications. It is not a script you repeat verbatim but an interpretation of what needs to be said through your unique lens, explicitly tailored to your customers' situation.

In this workshop, we will define the transformation your customers need from you, hone in on the problem you solve for them, and introduce a model for positioning your customer as the hero in your story. We will establish a controlling idea and story question, define the stakes and your authority to provide the solution and clarify how they can work with you.

YOUR DIGITAL BRAND

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VALUE PROPOSITION


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Crafting a compelling value proposition is crucial for any business. It showcases your business's unique benefits and addresses customers' jobs to be done, pains to avoid, and gains to achieve.

In this workshop, we'll guide you through creating a strong value proposition that will set you apart from competitors, optimise your marketing efforts and boost sales conversions, all contributing to long-term success and growth.

  • Understanding customer segments
  • Jobs to be done, pains, and gains
  • Pain relievers and gain creators
  • Unique Selling Points (USPs)
  • Alignment and buy-in from stakeholders

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Define your custom plan

Surveys | Research | Workshops

What you get


six-workshops    Six Workshops
research   Research & Analysis
brand-framework   Brand Framework
in-person   Online or in-person
programme   4-Week Programme

The PLAN


This tailored strategy aims to elevate your market standing while enhancing your marketing, sales, and customer service efforts. We distill our extensive findings into key deliverables, securely hosted on a dedicated microsite.

This user-friendly platform ensures round-the-clock access to your brand plan, allowing easy downloads and sharing capabilities for seamless collaboration and implementation.

The Price £19,200*


*This price is a 20% discount on the full price of £24,000 which is the price you would pay if you booked workshops individually. 

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What you get


calendar-heartSix Workshops
timeResearch & Analysis
pie-chart-01 (1)Brand Framework
bookOnline or in-person
shield-tick4-Week Programme

 

The PLAN


Surveys, research, and workshops form the core of our Brand Positioning Plan. This tailored strategy aims to elevate your market standing while enhancing marketing, sales, and customer service efforts. We distill our findings into key deliverables, securely hosted on a dedicated microsite. This user-friendly platform ensures round-the-clock access to your brand plan, allowing easy downloads and sharing capabilities for seamless collaboration and implementation.

The Price £19,200*


*This price is a 20% discount on the full price of £24,000 which is the price you would pay if you booked workshops individually. 

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