Marketing & digital:
how to position your brand
Busy as it is with daily activities – the What – an organization rarely has the opportunity to question the Why of its actions. The clarity of its mission, however, facilitates the digital marketing activities to be carried out, particularly in content marketing.
Phillip Kotler, author and professor of marketing, defined brand positioning as “the act of crafting the company’s offering and image so that it occupies a distinct place in the mind of the target market”.
3 questions of strategic nature can then be addressed:
1.
What is your purpose? The purpose of your business is the why of its existence, beyond money. It is the fundamental motivation that makes it exist. It is not (yet) about the product or service you are marketing, because your offer will evolve over time but not your purpose.
2.
What are the profiles of your key customers? Key customers (who) are distinguished from others by the long-term value they bring to the company. Their profiles can be synthesized as Personas.
3.
What is your unique value proposition (or USP for Unique Selling Proposition)? It is a phrase that describes the promise of differentiated value (What) that a brand makes to its customers. This is THE main reason why they should buy its products or services.
The WWW workshop created by Odienz allows your team to respond in 3 stages, in a conceded decentralized way:
Online Survey
The purpose of this step is to collect useful data for:
- The preparation of of the 2 upcoming workshops
- The support of the teams at the operational level: the survey targets a wider audience of employees than that selected for the 2 workshops
- Monitoring business development oriented activities once the participatory process is completed.
Co-building Workshop
The 1st workshop allows to:
- Provide the results of the online survey to the participants
- Co-construct the notions of purpose, corporate values, Personas and USP
- Included: analyzing the strengths, weaknesses, opportunities and threats (SWOT analysis) underlying your business
Lasting about 2 hours, the animation of this workshop is planned on site.
Validation Workshop
The objective here is the presentations of the elements co-constructed with the participants during the 1st workshop to have a final round of feedback before the delivery of the finalized deliverables:
- Online survey results (.xls)
- Document summarizing the notions of purpose, SWOT analysis, Personas and brand promises (.pptx, .pdf)
Optional: a restitution session to present the concepts co-constructed internally
