What do you want to stand for in the minds of your target audience, what associations do you want to create? What will make you magnetically attractive to customers?
Positioning is an intent, a strategy. It’s about identifying and delivering your unique point of difference within your category. What you end up creating when you implement positioning is equity, positive or negative, which will build up in their minds as the consumer experiences your brand. If you want to shape that, rather than just see what occurs, then you need a clear, well-crafted positioning that you and the business know how to implement.
Crafting a positioning that is differentiated, credible, relevant and motivating to your target audience isn’t easy. We like juggling the raw materials of insight, creativity and participation, and make it a challenging and exciting iterative process. Most of all we get to a clear, simple, yet rich idea.
Bluebabel are experts in creating and building brand positionings that can really connect, through:
- Powerful insight – into cultural context, competitors, consumers, customers, stakeholders, employees, brand critics and influencers
- Clarity of choice – mapping out strategic alternatives in a way that makes sense and makes clear choices evident
- Ideas – sometimes you want to create ideas yourself, sometimes you want a ‘starter for 10’ of possible idea directions/brand concepts
- Useful tools – archetype-based methods of idea creation, and both new and tested frameworks for markets, brands, architectures, and portfolio management
- External inspiration – from academia, other brands, other categories, media and culture
- Distillation – combining complex things into simple alternatives at each step
- Faciliation – designing and delivering workshops that bring the right people, teams, and agencies together to debate, create and decide
- Driving process – setting up clear process and milestones, managing expectations of stakeholders and teams, tight on deliverables
- Strategic steering – once strategy is decided, remaining the voice of that strategy through creative platform development, internal implementation and activation
- Presentation – putting together the ‘wow’ selling story that brings the strategy to life and enables people across the business to ‘get it’
