Positioning is the foundation of a brand. It defines what a brand is, its benefits, the competitive advantages and what it means to its target customers. In other words: by brand positioning, you build connections and expections with your customers. It’s how you want your business to be perceived in their and your competitors mind.
Segmentation is a powerful tool both to discover the needs of your customers and identify areas of potential growth. In analysing the behaviour, motivations and frustrations of specific groups within the target market, unmet needs may be identified and used for the competitive advantage. These insights may be leveraged both in communication and in business operations.
USER PROFILES & JOURNEYS
The results of the segmentation are used in the creation of ‘user profiles’. User profiles are users who represent the target segmentation. We develop several scenarios where these profiles interact with the brand. This provides insights in possible pain points, functional needs and behavior of customers. This can be used to create marketing tools optimized for your target customers.
Brand attributes describe intrinsic and extrinsic qualities and values of a brand. They provide personality, functionality and physical traits through the use of imagery, language and actions of an organisation. These characteristics allow us to distiguish one brand from another. Identifing these characteristics gives the possibility of being consistent in all expressions of the business.
A thorough analysis of the competition is essential for each emerging or evolving business. This proces identifies the strenghts and weaknesses of the competition. This information provides us with insight in the market, with this can we target customers more effectively and make intelligent decisions on how to grow your brand.