Expertise — Brand strategy

Brand
strategy

Positioning is a reflection of the brand in the minds of the target audience, based on consumer insight and brand essence. The key task is to convey rational and emotional benefits: product features, price, and image. Positioning is a range of works including research and analytics, where an important step is the brand audit.

The process begins with an understanding of the key drivers of the market and the current positions of the product in relation to competitors, which will help to find out the most successful points of product differentiation, which will later become the basis for brand positioning in the segment. A strong brand gives us confidence in the quality and a prerequisite - obtain satisfaction from the purchase of goods or services.

Positioning strategies have a wide range, but it is necessary to take into account the specifics of the market and features of branded goods. An essential step in the development of the concept of positioning is the creation of graphic and creative solutions, because the visual perception of the brand is one of the factors shaping the relationship to the product, the design broadcasts to the target audience the main communication message that reflects positioning.