A brand is the ultimate attractive summary of who you are and where you want to go, and therefore why customers and employees must enter into a relationship with your brand. Good brand positioning stands for years, but must be recalibrated. You want a brand that is current and vital, and that fits the spirit of the times, especially now.
When the brand is well positioned, the promise that the brand makes to customers externally also works as an organizing principle. It then forms a well-understood internal compass that employees can rely on and which makes steering much simpler and more effective.
Connecting your authentic core with the needs of your target group
In our positioning processes, we use our Brand Cube approach. The essence of this approach is to make the connection between the authentic core of an organization on the one hand and the needs of the target group on the other. In a context of the business model of today and later.
By choosing the market position where both come together in co-creation with customers and employees, you will achieve a powerful, individual and relevant positioning.
Embed brand positioning in a brand book
Anchoring the brand positioning is important to build your brand consistently. That is why our creatives like to record our work in an inspiring brandbook. To keep on your desk as a source of inspiration, or to give to customers.
View the mini lecture “brand positioning model explained in 7 minutes”From Peter van der Schouw about our Brand Cube approach.