Positioning of companies & brand building

The first part deals with the advantages of a strong brand and the five questions that companies should ask themselves in order to check whether their own positioning is still coherent.

It explains how the positioning of companies can be fundamentally differentiated into uniqueness, cost leadership and niche focus with an impact on the submarket and the overall market.

You will receive an overview and various practical examples that show how you can position yourself in a particular unique position (such as specific problem solutions), in your role as a specialist or in narrow target groups - and what your advantages are.

Find out here which characteristics are characteristic of a positioning on a product or product group and gain a direct insight into the mindset of a successful founder of an ice cream manufacturer as a practical example.

Positioning via the low price can be successful, but it is also dangerous. This tutorial will give you an overview of the pros and cons as well as a few personal experiences.

Niche strategies focus on priorities in a sub-market. Learn about the advantages and disadvantages of focusing on a niche and get to know some successful companies that have successfully positioned themselves in their niche.

What roles do target group clarity, design, status, value orientation, scope of services and scalability play as positioning factors? Find out here with examples of what contributes positively and negatively to your positioning.

What roles do additional services, the individualization potential of your offer, the standardization of processes, responsiveness and contact options as well as support and care play as positioning factors? Find out here with examples of what contributes positively and negatively to your positioning.

What roles do technology and the degree of digitalized production and sales processes, the particularly high user experience and the shopping and user experience, price perception and the available means of payment play as positioning factors? Find out here with examples of what contributes positively and negatively to your positioning.

What roles do the promise of quality and social proof, guarantees to increase the feeling of security and any negative consequences, fear and enemy images play as positioning factors? Find out here with examples of what contributes positively and negatively to your positioning.

How do companies go about positioning themselves and what specific steps are recommended: Find out a possible approach for you here.

What is the overarching why of your company, where do you see it going in the future and how is something done in your company? This part is about the purpose and values of your company and how you can raise awareness and perception of your own corporate brand.

One way of approaching the definition of mission, vision and values is through Simon Sinek's Golden Circle approach, which is presented in this tutorial.

Success comes to companies that trigger emotions and meet the true motives and psychological needs of a clearly defined target group. In this tutorial, two approaches will be presented to you and linked with companies from the real world for optimal understanding.

Shownotes:
https://www.youtube.com/watch?v=oVIWrXzjVI4
https://www.youtube.com/watch?v=YQbAOHfXhf0
https://www.youtube.com/watch?v=bkho0RB0zz0
https://www.youtube.com/watch?v=FseQVTnhz4w

In this tutorial, you will learn the difference between corporate design and corporate identity. You will receive three tips from an agency's perspective on commissioning an agency, brand protection and the nature of a style guide as a tool for day-to-day work.

Employees should have a special place in the positioning considerations of companies because they are part of the corporate culture and key to the company's success.