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.
Discover a bespoke plan for brand transformation and improving customer experience in your sales pipeline. |
Learn how we can help you find a balance between the logical "yin" of positioning and the emotional "yang" of branding. |
Explore this seven-step programme to stand out in a competitive growth market and extend your reach. |
Discover a plan for brand transformation and lay the foundations for building a sustainable pipeline.
Learn how we can help you with the logical "yin" of positioning and the emotional "yang" of branding.
Explore this seven-step programme to stand out in a competitive growth market and grow your reach.
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.
We will send questionnaires and use that insight to guide deeper analysis during the workshop.
Uncover the intricacies of buyer's viewpoints and priorities. This dedication will sharpen your market focus and strengthen relationships with your target audience.
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?
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?
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.
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.
We will analyse website performance and online reputation, identify strengths and weaknesses, and uncover opportunities and strategies to outperform competitors in the digital landscape.
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.
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.
Identify how competitors are positioned and assess their strengths and weaknesses. Use this knowledge to differentiate effectively, emphasising unique attributes that set you apart.
Define customers' needs, desires, and pain points. Focus on delivering solutions that address these aspects. Align your services and messaging to meet these expectations.
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.
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.
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.
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.
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.
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.
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.
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.
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.
Outline the consistent experience customers can expect. Highlight your brand's intangibles: innovation, quality, sustainability, ethics, and communication. These can set you apart.
ALIGN 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.
IDENTIFY 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:
STAND 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:
By clarifying your market position, you can differentiate your brand from competitors and establish a unique selling proposition that appeals to your target audience.
The workshop fosters a deeper understanding of the target audience, enabling businesses to align their brand with customer needs, preferences, and expectations.
A clear brand positioning statement is a foundation for decision-making, guiding marketing strategies and overall business direction.
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.
DEVELOP A MESSAGING FRAMEWORK
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.
WORKSHOP & REPORT
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.
Alignment and buy-in from stakeholders
Six Workshops |
Research & Analysis |
Brand Framework |
Online or in-person |
4-Week Programme |
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.
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