PULL Inc. Blog

The Brand Positioning Workshop for Emerging Brands

by Thomson Dawson

in Brand Strategy, News

Brand Positioning Workshop for Emerging Brands

Gain clarity, consensus and confidence to build your brand’s value.

PULL offers a highly facilitated one-day brand positioning workshop designed to help brand owners gain clarity and consensus on key strategic and creative decisions that impact their business success when introducing new products, inventing new brands and transforming under-performing brands.

With a process designed for issue resolution, marketing and brand management teams come together in a creative environment to align marketing leaders and brand management teams around a strategic brand positioning.

Participants in the workshop will define and refine their brand’s target customer segment and what factors drive preference, create a focused brand promise and essence that will guide all strategic business imperatives into the future in the markets the brand will compete.

Over the course of the workshop day, participants will focus on building the strategic positioning for their brand in four key areas:

To whom you market?
You can only create successful products or solutions when you know who the most fervent buyers will be. It’s critical to understand as much as you can about the core target customer segment to whom the brand is intended to appeal.

Why they buy?
Grabbing the largest share of those customers’ wallets requires a complete understanding on what drives the target consumer to products / brands in your space. Defining the context that will give the brand unquestioned relevance to the target customer against their illuminating needs, motivations, attitudes, and preferences are essential for brand building success.

What makes your brand highly valued and difficult to substitute?
To drive purchase behavior, the brand needs to represent a compelling and highly emotional benefit to the target customer. This benefit must be relevant, differentiating and believable. How you position your products/services will determine whether your brand will make it into the hearts and minds of the target customer, enhance your brand’s competitive advantage to dominate their spending patterns.

How your brand competes in the marketplace?
Your brand equity or the health of your brand is a culmination of every experience customers have with your brand. These associations, attitudes and perceptions determine whether the brand will develop loyal advocates over time that will be the first to purchase new products and extensions.

Workshop Prerequisites

The workshop structure relies extensively on existing and relevant market research and consumer insight. Within the format of the workshop, the client’s current market research and insight forms the basis of all hypotheses and decisions made by brand team participants. PULL provides a brand equity assessment (separate from the workshop) for those clients that require market research to inform their strategic brand positioning.

Prior to the workshop, our brand strategists will review and assess relevant aspects of your current brand challenges as a means of designing the format to specifically address the challenges faced by the brand team. The issues assessment is reviewed with the brand owners prior to the Workshop.

The Brand Positioning Workshop is particularly useful to Brand Management Teams when they are engaged in the early stages of:

•  planning to introduce new products

•  extending brands into new product categories.

•  inventing new brands from the ground up.

•  planning to enter new markets or serves a new customer segment

•  planning to bring new life to under-performing brands

•  planning to shift brand messaging and communication strategies

PULL Strategic Workshops

Who should attend?

The Brand Positioning Workshops is usually attended by CEOs, CMOs, Marketing Directors, Product Development Managers, Brand Managers, Marketing Communications Directors, Advertising and PR Agency Account Managers and Planners, as well as other key stakeholders in your organization. Ideal group size is 8-10 participants. However we have conducted this workshop with 2- 25 participants.

The workshop is typically held off-site at a venue of your choosing. With no distractions, brand teams will step away from the urgency of marketing tactics and focus on the important strategic and creative decisions for creating bigger futures for their brands.

We have conducted the brand positioning workshops for startup, emerging and established brands in diverse industry categories in both consumer products and business-to-business markets.

At the conclusion of the Workshop, we’ll prepare a comprehensive Executive Summary Report documenting all workshops decisions and hypothesis that will inform and drive tactical marketing initiatives. The Executive Summary will include detailed descriptions of following workshop content:

•   Brand Positioning Criteria

•  The Brand Mission and Vision

•  The Brand’s Frame of Reference

•  Target Customer Segment Description

•  Target Customer Benefit Hierarchy

•  Behavioral Drivers / What Target Customers Value Most

•  Brand Positioning Framework

•  Final Brand Positioning Statement, Brand Essence, Brand Promise

•  Desired Target Customer Associations with the Brand

•  Strategic Imperatives and Next Steps

The Workshop Investment:

The investment for this workshop is $15,000.USD plus travel expenses.

Typically our workshop clients are emerging growth brands with annual sales of at least $10 million+ or a marketing budget of $1 million+.

Workshop Facilitation
PULL Managing Partner Thomson Dawson facilitates the brand strategy workshops. Thomson is a highly experienced marketing professional with three decades of executive consulting expertise in brand marketing, consumer insight, brand management and creative brand development for global brands, emerging brands and funded start-ups. Learn more about Thomson Dawson.


Thomson Dawson

Book your workshop here.

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