The Blake Project helps brands discover what they can own in the minds of their target audiences. We get there through an exercise we call The Brand Positioning Workshop. This highly facilitated, day long, workshop is designed to gain complete consensus among your organization’s management team and marketing leadership on the brand’s target customers, brand essence, brand promise, brand personality and brand archetype. A compliment to our two-day and B2B brand positioning workshops, this workshop integrates insights about the elements that most often differentiate business to consumer companies from each other.
We work with you to develop your B2C brand’s position in its current marketplaces, while designing flexibility for its future growth. This includes identifying, analyzing and selecting the brand’s target audiences, competitive frame of reference and key customer benefits (functional, emotional, experiential and self-expressive). The workshop focuses on developing the brand’s essence, promise and personality. We also ensure that your brand has chosen the most powerful benefits to own and that it has developed the proof points and “reasons to believe” for those benefits.
We believe that to gain an advantage in the mind of your customer, the primary brand benefit must deliver against these objectives:
- The benefit is extremely important to your target audience(s).
- Your organization has unique, sustainable competencies (and strategic intent) in delivering against the benefit.
- Your competitors are not delivering against the benefit (nor would it be easy for them to do so in the future).
- Any benefit chosen must be unique, compelling, motivating, understandable and believable.
We generally plan for attendance by 6 to 10 key organization stakeholders, including the organization’s leadership.
Previous research steps provide critical input to this workshop. With or without a formal research component, the workshop is preceded by a questionnaire designed to accomplish the following:
- Provoke thinking about the brand’s positioning elements by workshop participants just prior to the workshop
- Invite other stakeholders not able to attend the workshop to provide their input
- Help us understand the thinking of the key stakeholders prior to facilitating the workshop
We include educational components throughout the day so that all participants are speaking a common language. For instance, we make sure people understand the five drivers of customer brand insistence: awareness, relevant differentiation, value, accessibility and emotional connection. We also make sure that people know the difference between brand terms such as unique value proposition, essence, mantra, promise, personality, associations and position.
The deliverable is a one-page brand positioning statement that incorporates the following essential elements: target customer, brand essence, brand promise, brand personality and brand archetype. This is delivered at the end of the workshop and can be a direct input into tagline development. This can also be used to inform and rally employees and staff, guide external communications, inform customer touchpoint design, influence corporate strategy and serve as a foundation for other brand identity work. This statement is always valued by advertising agencies as an important component of the creative brief.
Brand owners know, the stakes are high in brand positioning. This work will greatly impact the success of the brand for years to come. The Brand Positioning Workshop has been validated by 100+ corporate, product and place brands across numerous business categories. It has been very well received around the world by CEOs, senior marketers, brand managers, executive directors, heads of government, celebrities and other organizational leaders for its ability to align and energize the organization and its management team with the brand’s positioning as well as build a competitve advantage for the brand.