The Brand Positioning Plan
Discover a programme to set your business apart in the eyes of your ideal OEM partners.
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Transform your Brand
| Discover a bespoke plan for brand transformation and improving customer experience in your sales pipeline. |
Tune your Positioning
| Learn how we can help you find a balance between the logical "yin" of positioning and the emotional "yang" of branding. |
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
Discover a plan for brand transformation and lay the foundations for building a sustainable pipeline.
Craft you Positioning
Learn how we can help you with the logical "yin" of positioning and the emotional "yang" of branding.
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.
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.
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?
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?
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.
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).
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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
DIGITAL BRAND FOUNDATION
CUSTOMER FOCUS
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.
YOUR DIGITAL BRAND
Competitor Analysis
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:
- Opportunities to gain a digital advantage
- Insights on where you may be falling behind
- Your digital position in a burgeoning market
YOUR DIGITAL BRAND
BRAND POSITIONING
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:
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
BRAND NARRATIVE
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.
YOUR DIGITAL BRAND
VALUE PROPOSITION
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.
- Understanding customer segments
- Jobs to be done, pains, and gains
- Pain relievers and gain creators
- Unique Selling Points (USPs)
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Alignment and buy-in from stakeholders
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What you get
 Six Workshops |
 Research & Analysis |
 Brand Framework |
 Online or in-person |
 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.
Six Workshops
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Brand Framework
Online or in-person
4-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.
WHILST YOU WAIT...
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