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Brand Positioning Development
B d P iti i D         l     t
Workshopp
Sample Materials
Workshop Agenda


 Workshop Overview                                      9:00 – 9:15
 Brand Positioning Overview                            9:15 – 10:00
 Brand Analysis and Implications                       10:00 – 10:45
 Break                                                 10:45 – 11:00
 Target Audience Benefits Laddering                    11:00 – 11:30
 Positioning Concept Brainstorming (Breakout Groups)   11:30 – 12:30
 Break                                                 12:30 – 1:00
 Positioning Concept Playback/Discussion                1:00 – 2:00
 Concept Consolidation and Prioritization               2:00 – 2:30
 Break                                                  2:30 – 2:45
 Building on Preliminary Ideas                          2:45 – 3:30
 Wrap-up and Next Steps                                 3:30– 4:00

                                                                        2
Workshop Overview – Workshop Objectives


The primary objective today is to brainstorm brand positioning options for
our brand to be tested with target audiences


As a means to reach this objective, we will also:


 Reach a common understanding of brand positioning, its purpose, and what
  makes it successful


 Confirm the current customer, market, competitive and business analysis as
  an input into brand positioning development

 Consider future trends and potential scenarios that may influence our market
  and customers



                                                                               3
Workshop Agenda


 Workshop Overview                                      9:00 – 9:15
 Brand Positioning Overview                            9:15 – 10:00
 Brand Analysis and Implications                       10:00 – 10:45
 Break                                                 10:45 – 11:00
 Target Audience Benefits Laddering                    11:00 – 11:30
 Positioning Concept Brainstorming (Breakout Groups)   11:30 – 12:30
 Break                                                 12:30 – 1:00
 Positioning Concept Playback/Discussion                1:00 – 2:00
 Concept Consolidation and Prioritization               2:00 – 2:30
 Break                                                  2:30 – 2:45
 Building on Preliminary Ideas                          2:45 – 3:30
 Wrap-up and Next Steps                                 3:30– 4:00

                                                                        4
Brand Positioning Overview – Brand exercise



Everyone think of their favorite brand/a brand that they are loyal to:
    y                                                  y       y


     Why is it your favorite/why are you loyal?


     How much would the price have to go up before you switch?


     What would need to happen other than a price increase to get
        you to change?




                                                                         5
Brand Positioning Overview – Brand Definition


A Brand is:
 Built by the sum of all interactions between a
   product, service or company and its key
   stakeholders
 A relationship based on past experience and future
   expectations
 Defined by functional and emotional benefits
 Intended to influence customer behavior
 An asset that must be actively managed



  Brands are not optional – whether or not you choose to manage them is



                                                                          6
Brand Positioning Overview – Brand Management


 Since brands are not only what we say but also what we do, brand strategy
 needs to balance our aspirational goals with a recognition of capabilities




                                                                  gement
                                                                                                  • Aspirational brand associations




                                            rience
                                                                                                  • Ideal experience customers should




                                                                                            egy
                                                     Employee Engag
                                                                                                    have with the company & offerings




                                                                             Marketing Strate
                               Customer Exper
                                                                                                         Aspirational
                                                                                                           Brand




                                                                             M
                               C
Brand
Equity
                                        Brand
                                      Positioning
         • Current customer
           perceptions
                              • Bridge between existing
                                reality & desired state
             Current
           Brand Image


                                                                           Time
                                                                                                                                        7
Brand Positioning Overview – Brand Positioning
Framework

                    The following is the positioning framework HawkPartners recommends
                     using to define a brand positioning
                        TARGET
                        The specific stakeholder(s) that the brand is targeting


                        FRAME OF REFERENCE
                        The category of products/services/companies that the brand exists within
     WORKSHO FOCUS




                        WHAT IT DOES
                                                                       WHAT IT DELIVERS
                        How we define the brand’s unique
                                                                       The benefits the brand delivers to target
                        capabilities and approach to delivering
                                                                       audiences
                        benefits
           OP




                        REASONS TO BELIEVE
                        The tangible things the brand can point to that prove that it can consistently deliver on
                        its promise
     W




                                                                                                                    8
Brand Positioning Overview – How Brand Positioning is
Used

 Brand positioning is one piece of a bigger marketing and communications
  effort


  A brand positioning should be          A brand positioning should NOT be
  used…                                  used…


   As a central reference tool to
    guide consistent marketing and        Literallyin marketing and
    communications                         communications – it is merely a
   To convey the essence of the           basis for ideas and messages
    product, as well as its tone,
    p                                     To guide behavior although it
                                                     behavior,
    manner and personality                 may inform actions and potential
   To convey the value of the             service ideas
    product to diverse audiences


                                                                              9
Brand Positioning Overview – Evaluating Brand
Positioning
          g
A good brand positioning is…

Relevant            Addresses a relevant need valued b customers
                    Add           l    t    d l d by      t



Distinct
Di ti t             Is diff
                    I different from other products in i category
                                f      h      d     i its



Credible
C dibl              Promises something that the product can deliver



                    Explains the functional/emotional benefits of the
Benefit-Driven      product vs. just the product attributes


Strategically       Considers the long-term product strategy, as well
                                  long term
Aligned             as the corporate and related product direction
                    and desired meaning
                                                                        10
Workshop Agenda


 Workshop Overview                                      9:00 – 9:15
 Brand Positioning Overview                            9:15 – 10:00
 Brand Analysis and Implications                       10:00 – 10:45
 Break                                                 10:45 – 11:00
 Target Audience Benefits Laddering                    11:00 – 11:30
 Positioning Concept Brainstorming (Breakout Groups)   11:30 – 12:30
 Break                                                 12:30 – 1:00
 Positioning Concept Playback/Discussion                1:00 – 2:00
 Concept Consolidation and Prioritization               2:00 – 2:30
 Break                                                  2:30 – 2:45
 Building on Preliminary Ideas                          2:45 – 3:30
 Wrap-up and Next Steps                                 3:30– 4:00

                                                                        11
Brand Analysis and Implications – Key Topics

The Brand Analysis provides a common fact base to help fuel positioning ideas
             Brand Analysis Topics                        Brand Positioning Criteria
  Market Opportunity
    – Market size and dynamics                                                Strategically
    – Growth and other trends                           Relevant
    – Future state scenarios
                                                                              Aligned

  Target Audience
     – Key roles/segments and influence
     – Drivers of preference and decision-making        Relevant              Benefit-Driven
     – Key needs (met and unmet)


  Current Brand Assets
    – Current awareness, consideration and preference
    – Current perceptions                               Credible              Benefit-Driven
    – Potential strengths and weaknesses


  Competitive Overview
    – Current competitor perceptions
    – Perceived strength/weaknesses                                Distinct
    – Potential future development/direction



       ANALYSIS (15 – 20 PAGES) CUSTOMIZED BASED ON SPECIFIC CLIENT BRAND
                                                                                              12
Workshop Agenda


 Workshop Overview                                      9:00 – 9:15
 Brand Positioning Overview                            9:15 – 10:00
 Brand Analysis and Implications                       10:00 – 10:45
 Break                                                 10:45 – 11:00
 Target Audience Benefits Laddering                    11:00 – 11:30
 Positioning Concept Brainstorming (Breakout Groups)   11:30 – 12:30
 Break                                                 12:30 – 1:00
 Positioning Concept Playback/Discussion                1:00 – 2:00
 Concept Consolidation and Prioritization               2:00 – 2:30
 Break                                                  2:30 – 2:45
 Building on Preliminary Ideas                          2:45 – 3:30
 Wrap-up and Next Steps                                 3:30– 4:00

                                                                        13
Target Audience Benefits Laddering – Example


Audience needs should cover those that are both category specific and more
broad


 Maslow’s Hierarchy of Needs                 Sample Benefits Hierarchy



                                                       Self-Expressive
                                                           Benefits
                                                    (I’m on the Cutting Edge)

                                                      Emotional Benefits
                                                          (Pioneering )


                                                     Functional Benefits
                                                   (Fastest and Easiest to Use)


                                                     Functional Attributes
                                                   (Most Ad
                                                   (M t Advanced T h l
                                                               d Technology)
                                                                           )



                                                                                  14
Target Audience Benefits Laddering – Brainstorm
        Benefits
Expressive Benefits
  Emotional/ Self-
           B




                             What are the functional and emotional needs of target
                             audiences that go beyond the product/service features?
E




                               –    What day to day challenges are we helping them overcome?
  nctional




                               –    What are they ultimately striving to achieve?
  enefits
Fun
 Be




                               Attribute 1        Attribute 2        Attribute 3        Attribute 4        Attribute 5
         al
Attributes
Functiona




                      Attribute 6        Attribute 7        Attribute 8        Attribute 9        Attribute 10       Attribute 11



                              ATTRIBUTES CUSTOMIZED BASED ON SPECIFIC CLIENT BRAND

                                                                                                                                15
Workshop Agenda


 Workshop Overview                                      9:00 – 9:15
 Brand Positioning Overview                            9:15 – 10:00
 Brand Analysis and Implications                       10:00 – 10:45
 Break                                                 10:45 – 11:00
 Target Audience Benefits Laddering                    11:00 – 11:30
 Positioning Concept Brainstorming (Breakout Groups)   11:30 – 12:30
 Break                                                 12:30 – 1:00
 Positioning Concept Playback/Discussion                1:00 – 2:00
 Concept Consolidation and Prioritization               2:00 – 2:30
 Break                                                  2:30 – 2:45
 Building on Preliminary Ideas                          2:45 – 3:30
 Wrap-up and Next Steps                                 3:30– 4:00

                                                                        16
Positioning Concept Brainstorming – Break-out group
assignment
    g


Breakout Group Objective:
             p   j

       Develop 5+ preliminary positioning concepts with the following
        questions in mind:

         –    What is the essence of the positioning concept, and what are
              the desired brand associations?

         –    How does the positioning address the broad emotional and
                            p        g
              category-relevant needs?

         –    Which attributes and benefits best support the concept
              (
              (reasons-to-believe)?
                                 )




             SPECIFIC BRAINSTORMING AREAS CUSTOMIZED TO CLIENT NEEDS

                                                                             17
Workshop Agenda


 Workshop Overview                                      9:00 – 9:15
 Brand Positioning Overview                            9:15 – 10:00
 Brand Analysis and Implications                       10:00 – 10:45
 Break                                                 10:45 – 11:00
 Target Audience Benefits Laddering                    11:00 – 11:30
 Positioning Concept Brainstorming (Breakout Groups)   11:30 – 12:30
 Break                                                 12:30 – 1:00
 Positioning Concept Playback/Discussion                1:00 – 2:00
 Concept Consolidation and Prioritization               2:00 – 2:30
 Break                                                  2:30 – 2:45
 Building on Preliminary Ideas                          2:45 – 3:30
 Wrap-up and Next Steps                                 3:30– 4:00

                                                                        18
Positioning Concept Playback – Regroup Exercises



 Playback
     y
    – Per group, briefly introduce each developed (~15 minutes each)


 Consolidation
    – Together, discuss similarities among concepts and collapse/reorganize


 P i iti ti
  Prioritization
    – Individually, vote for positioning concepts considered most promising
       (relevant, compelling, distinct, credible, etc.)




                                                                              19
Workshop Agenda


 Workshop Overview                                      9:00 – 9:15
 Brand Positioning Overview                            9:15 – 10:00
 Brand Analysis and Implications                       10:00 – 10:45
 Break                                                 10:45 – 11:00
 Target Audience Benefits Laddering                    11:00 – 11:30
 Positioning Concept Brainstorming (Breakout Groups)   11:30 – 12:30
 Break                                                 12:30 – 1:00
 Positioning Concept Playback/Discussion                1:00 – 2:00
 Concept Consolidation and Prioritization               2:00 – 2:30
 Break                                                  2:30 – 2:45
 Building on Preliminary Ideas                          2:45 – 3:30
 Wrap-up and Next Steps                                 3:30– 4:00

                                                                        20
Building on Preliminary Ideas – Personification Exercise



The purpose of this exercise is to further define and distinguish p
    p p                                                     g     preliminary
                                                                            y
concepts from one another, as well as from competitor brands
       What person, place, or thing best embodies or personifies the
        concept? Why?
         – Celebrity
         – Sports Figure
         – Movie/TV Character
         – Historical Figure
         – Superhero
         – Fictional Character

       How would you embody our key competitors along that same
        dimension? Why?

               EXERCISE CUSTOMIZED TO RELEVANT CLIENT EXAMPLES

                                                                                21
Building on Preliminary Ideas – Spectrum Exercise


   The purpose of this exercise is to ensure a broad range of ideas have been
    explored
                            Potential P i i i Di
                            P     i l Positioning Dimensions
                                                        i

  Strong                                  Power                       Safe


  Short Term                                                          Long-term
                                          Timing
  Impact                                                              Impact


Broad Focus                         Audience Coverage                 Narrow Focus


Functional                                                            Emotional
                                         Benefits
Benefits                                                              Benefits


                                        Others???

              SPECTRUMS CUSTOMIZED BASED ON KEY TARGET AUDIENCE FACTORS

                                                                                 22

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Brand Positioning Development Workshop

  • 1. Brand Positioning Development B d P iti i D l t Workshopp Sample Materials
  • 2. Workshop Agenda  Workshop Overview 9:00 – 9:15  Brand Positioning Overview 9:15 – 10:00  Brand Analysis and Implications 10:00 – 10:45  Break 10:45 – 11:00  Target Audience Benefits Laddering 11:00 – 11:30  Positioning Concept Brainstorming (Breakout Groups) 11:30 – 12:30  Break 12:30 – 1:00  Positioning Concept Playback/Discussion 1:00 – 2:00  Concept Consolidation and Prioritization 2:00 – 2:30  Break 2:30 – 2:45  Building on Preliminary Ideas 2:45 – 3:30  Wrap-up and Next Steps 3:30– 4:00 2
  • 3. Workshop Overview – Workshop Objectives The primary objective today is to brainstorm brand positioning options for our brand to be tested with target audiences As a means to reach this objective, we will also:  Reach a common understanding of brand positioning, its purpose, and what makes it successful  Confirm the current customer, market, competitive and business analysis as an input into brand positioning development  Consider future trends and potential scenarios that may influence our market and customers 3
  • 4. Workshop Agenda  Workshop Overview 9:00 – 9:15  Brand Positioning Overview 9:15 – 10:00  Brand Analysis and Implications 10:00 – 10:45  Break 10:45 – 11:00  Target Audience Benefits Laddering 11:00 – 11:30  Positioning Concept Brainstorming (Breakout Groups) 11:30 – 12:30  Break 12:30 – 1:00  Positioning Concept Playback/Discussion 1:00 – 2:00  Concept Consolidation and Prioritization 2:00 – 2:30  Break 2:30 – 2:45  Building on Preliminary Ideas 2:45 – 3:30  Wrap-up and Next Steps 3:30– 4:00 4
  • 5. Brand Positioning Overview – Brand exercise Everyone think of their favorite brand/a brand that they are loyal to: y y y  Why is it your favorite/why are you loyal?  How much would the price have to go up before you switch?  What would need to happen other than a price increase to get you to change? 5
  • 6. Brand Positioning Overview – Brand Definition A Brand is:  Built by the sum of all interactions between a product, service or company and its key stakeholders  A relationship based on past experience and future expectations  Defined by functional and emotional benefits  Intended to influence customer behavior  An asset that must be actively managed Brands are not optional – whether or not you choose to manage them is 6
  • 7. Brand Positioning Overview – Brand Management Since brands are not only what we say but also what we do, brand strategy needs to balance our aspirational goals with a recognition of capabilities gement • Aspirational brand associations rience • Ideal experience customers should egy Employee Engag have with the company & offerings Marketing Strate Customer Exper Aspirational Brand M C Brand Equity Brand Positioning • Current customer perceptions • Bridge between existing reality & desired state Current Brand Image Time 7
  • 8. Brand Positioning Overview – Brand Positioning Framework  The following is the positioning framework HawkPartners recommends using to define a brand positioning TARGET The specific stakeholder(s) that the brand is targeting FRAME OF REFERENCE The category of products/services/companies that the brand exists within WORKSHO FOCUS WHAT IT DOES WHAT IT DELIVERS How we define the brand’s unique The benefits the brand delivers to target capabilities and approach to delivering audiences benefits OP REASONS TO BELIEVE The tangible things the brand can point to that prove that it can consistently deliver on its promise W 8
  • 9. Brand Positioning Overview – How Brand Positioning is Used  Brand positioning is one piece of a bigger marketing and communications effort A brand positioning should be A brand positioning should NOT be used… used…  As a central reference tool to guide consistent marketing and  Literallyin marketing and communications communications – it is merely a  To convey the essence of the basis for ideas and messages product, as well as its tone, p  To guide behavior although it behavior, manner and personality may inform actions and potential  To convey the value of the service ideas product to diverse audiences 9
  • 10. Brand Positioning Overview – Evaluating Brand Positioning g A good brand positioning is… Relevant Addresses a relevant need valued b customers Add l t d l d by t Distinct Di ti t Is diff I different from other products in i category f h d i its Credible C dibl Promises something that the product can deliver Explains the functional/emotional benefits of the Benefit-Driven product vs. just the product attributes Strategically Considers the long-term product strategy, as well long term Aligned as the corporate and related product direction and desired meaning 10
  • 11. Workshop Agenda  Workshop Overview 9:00 – 9:15  Brand Positioning Overview 9:15 – 10:00  Brand Analysis and Implications 10:00 – 10:45  Break 10:45 – 11:00  Target Audience Benefits Laddering 11:00 – 11:30  Positioning Concept Brainstorming (Breakout Groups) 11:30 – 12:30  Break 12:30 – 1:00  Positioning Concept Playback/Discussion 1:00 – 2:00  Concept Consolidation and Prioritization 2:00 – 2:30  Break 2:30 – 2:45  Building on Preliminary Ideas 2:45 – 3:30  Wrap-up and Next Steps 3:30– 4:00 11
  • 12. Brand Analysis and Implications – Key Topics The Brand Analysis provides a common fact base to help fuel positioning ideas Brand Analysis Topics Brand Positioning Criteria  Market Opportunity – Market size and dynamics Strategically – Growth and other trends Relevant – Future state scenarios Aligned  Target Audience – Key roles/segments and influence – Drivers of preference and decision-making Relevant Benefit-Driven – Key needs (met and unmet)  Current Brand Assets – Current awareness, consideration and preference – Current perceptions Credible Benefit-Driven – Potential strengths and weaknesses  Competitive Overview – Current competitor perceptions – Perceived strength/weaknesses Distinct – Potential future development/direction ANALYSIS (15 – 20 PAGES) CUSTOMIZED BASED ON SPECIFIC CLIENT BRAND 12
  • 13. Workshop Agenda  Workshop Overview 9:00 – 9:15  Brand Positioning Overview 9:15 – 10:00  Brand Analysis and Implications 10:00 – 10:45  Break 10:45 – 11:00  Target Audience Benefits Laddering 11:00 – 11:30  Positioning Concept Brainstorming (Breakout Groups) 11:30 – 12:30  Break 12:30 – 1:00  Positioning Concept Playback/Discussion 1:00 – 2:00  Concept Consolidation and Prioritization 2:00 – 2:30  Break 2:30 – 2:45  Building on Preliminary Ideas 2:45 – 3:30  Wrap-up and Next Steps 3:30– 4:00 13
  • 14. Target Audience Benefits Laddering – Example Audience needs should cover those that are both category specific and more broad Maslow’s Hierarchy of Needs Sample Benefits Hierarchy Self-Expressive Benefits (I’m on the Cutting Edge) Emotional Benefits (Pioneering ) Functional Benefits (Fastest and Easiest to Use) Functional Attributes (Most Ad (M t Advanced T h l d Technology) ) 14
  • 15. Target Audience Benefits Laddering – Brainstorm Benefits Expressive Benefits Emotional/ Self- B What are the functional and emotional needs of target audiences that go beyond the product/service features? E – What day to day challenges are we helping them overcome? nctional – What are they ultimately striving to achieve? enefits Fun Be Attribute 1 Attribute 2 Attribute 3 Attribute 4 Attribute 5 al Attributes Functiona Attribute 6 Attribute 7 Attribute 8 Attribute 9 Attribute 10 Attribute 11 ATTRIBUTES CUSTOMIZED BASED ON SPECIFIC CLIENT BRAND 15
  • 16. Workshop Agenda  Workshop Overview 9:00 – 9:15  Brand Positioning Overview 9:15 – 10:00  Brand Analysis and Implications 10:00 – 10:45  Break 10:45 – 11:00  Target Audience Benefits Laddering 11:00 – 11:30  Positioning Concept Brainstorming (Breakout Groups) 11:30 – 12:30  Break 12:30 – 1:00  Positioning Concept Playback/Discussion 1:00 – 2:00  Concept Consolidation and Prioritization 2:00 – 2:30  Break 2:30 – 2:45  Building on Preliminary Ideas 2:45 – 3:30  Wrap-up and Next Steps 3:30– 4:00 16
  • 17. Positioning Concept Brainstorming – Break-out group assignment g Breakout Group Objective: p j  Develop 5+ preliminary positioning concepts with the following questions in mind: – What is the essence of the positioning concept, and what are the desired brand associations? – How does the positioning address the broad emotional and p g category-relevant needs? – Which attributes and benefits best support the concept ( (reasons-to-believe)? ) SPECIFIC BRAINSTORMING AREAS CUSTOMIZED TO CLIENT NEEDS 17
  • 18. Workshop Agenda  Workshop Overview 9:00 – 9:15  Brand Positioning Overview 9:15 – 10:00  Brand Analysis and Implications 10:00 – 10:45  Break 10:45 – 11:00  Target Audience Benefits Laddering 11:00 – 11:30  Positioning Concept Brainstorming (Breakout Groups) 11:30 – 12:30  Break 12:30 – 1:00  Positioning Concept Playback/Discussion 1:00 – 2:00  Concept Consolidation and Prioritization 2:00 – 2:30  Break 2:30 – 2:45  Building on Preliminary Ideas 2:45 – 3:30  Wrap-up and Next Steps 3:30– 4:00 18
  • 19. Positioning Concept Playback – Regroup Exercises  Playback y – Per group, briefly introduce each developed (~15 minutes each)  Consolidation – Together, discuss similarities among concepts and collapse/reorganize  P i iti ti Prioritization – Individually, vote for positioning concepts considered most promising (relevant, compelling, distinct, credible, etc.) 19
  • 20. Workshop Agenda  Workshop Overview 9:00 – 9:15  Brand Positioning Overview 9:15 – 10:00  Brand Analysis and Implications 10:00 – 10:45  Break 10:45 – 11:00  Target Audience Benefits Laddering 11:00 – 11:30  Positioning Concept Brainstorming (Breakout Groups) 11:30 – 12:30  Break 12:30 – 1:00  Positioning Concept Playback/Discussion 1:00 – 2:00  Concept Consolidation and Prioritization 2:00 – 2:30  Break 2:30 – 2:45  Building on Preliminary Ideas 2:45 – 3:30  Wrap-up and Next Steps 3:30– 4:00 20
  • 21. Building on Preliminary Ideas – Personification Exercise The purpose of this exercise is to further define and distinguish p p p g preliminary y concepts from one another, as well as from competitor brands  What person, place, or thing best embodies or personifies the concept? Why? – Celebrity – Sports Figure – Movie/TV Character – Historical Figure – Superhero – Fictional Character  How would you embody our key competitors along that same dimension? Why? EXERCISE CUSTOMIZED TO RELEVANT CLIENT EXAMPLES 21
  • 22. Building on Preliminary Ideas – Spectrum Exercise  The purpose of this exercise is to ensure a broad range of ideas have been explored Potential P i i i Di P i l Positioning Dimensions i Strong Power Safe Short Term Long-term Timing Impact Impact Broad Focus Audience Coverage Narrow Focus Functional Emotional Benefits Benefits Benefits Others??? SPECTRUMS CUSTOMIZED BASED ON KEY TARGET AUDIENCE FACTORS 22