A properly thought-out brand strategy defines, who you are, what you do and why your products or service offers superior value to customers. It is an essential business tool that should be a central part of any organisation’s business and marketing strategies.
At the heart of the strategy is the positioning statement. Specifically, it identifies the audience the brand is aimed at and the market, or part of the market, in which it competes most effectively. This is the frame of reference and within this the statement defines how the brand is different and better, and how that represents a benefit.
In this way the positioning statement helps an organisation focus its resources and communications on the things that really matter, if the brand is to deliver its promise.
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