The brand model as the beating heart of your marketing strategy
With our brand model, we define the beating heart of your brand: your positioning — the foundation of your marketing strategy. In a market overflowing with competitors and messages, strong positioning is crucial to stand out and secure a place in the minds of your target audience.
Together, we explore your “blue ocean”: the space where your brand can stand out uniquely. Our model consists of seven steps that lead to a relevant, credible positioning.
In our workshops, we go through these steps in co-creation with your core team. This allows us to uncover the essence — your authentic brand.
As Kotler says: “When word-of-mouth becomes the new advertising medium and consumers believe strangers in their community more than companies, there is no chance for inauthentic brands to survive.”
1. Competitive Landscape
We map out your competitors — both direct and indirect. What is their positioning? How do they communicate? Where are their strengths and where is there room for you? This helps us discover your blue ocean: untapped territory where you can truly stand out.
2. Target Audience
We define your audience concretely: demographics, values, attitudes and behaviour. This provides insight into why they would choose you. With this clarity, you can communicate more effectively instead of getting lost in mass media.
3. Insight
Why does a customer choose — or not choose — your product? Together, we explore the underlying drivers. For example, Coca-Cola Zero was created from the insight that men found “Light” drinks too feminine. Insights like these reveal the key to success.
4. Benefits
What benefits does your brand offer?
- Functional: What does the customer get concretely?
- Emotional: How does the customer feel?
- Transformational: How does your product change their life?
- Societal: What contribution does your brand make to society?
Increasingly, customers expect more than functional or emotional benefits. They want brands that make a societal impact as well.
5. Values and Personality
Values are not slogans; they are something you can feel. Think of Colruyt and their core value “simplicity,” recognisable in every store experience. Together, we discover what your brand truly stands for and how that translates into behaviour, communication and brand personality.
6. Credibility
Where are you demonstrably strong? Diplomas, certificates, recognitions, labels, or simply years of proven expertise — these are the elements that make your brand credible and build trust.
7. Differentiation
What makes you truly unique? Which three points set you apart from the rest? Together, we sharpen this in co-creation so your USPs are clear and compelling.
After completing these seven steps, we define your brand essence: a summary of everything that makes your brand unique. It is the core of your story, recognisable to your team and compelling to your stakeholders.
It’s a lot of work, but also the investment that makes the difference. A brand without clear positioning is directionless.
Do you want to return to the roots of your brand and build a stronger foundation? Together, we’ll clearly define your brand identity — the basis for your brand strategy.
