Take a stand! Distinctive, unmistakable, and clear.
A guest column by Anne Ammann, Ammann Design.Konzepte, Ulm
Positioning means, among other things, being THE ONE in the eyes of customers—the one that stands out among the many others!
Markets are constantly changing, communication channels are evolving, and the world seems to be shrinking in some way. There are clearly too many competitors vying for attention right where you’re trying to make your mark.
When many people are vying for the same slice of the pie, there’s only one thing that helps: You have to make a lasting impression on your target groups.
The first goal, then, is to clearly differentiate yourself from the competition and position your company in a visually striking way that reflects its unique character. Presenting your products and/or services in an unexpected and experience-oriented way helps you capture and sustain attention.
7 Steps to Delighted Customers.
A distinctive brand positioning stands out and leaves a lasting impression. The foundation for this is a well-defined and authentic corporate profile.
Every company inherently has a unique profile. However, growth and developments bring about change. In day-to-day operations, this change often goes unnoticed or is deliberately ignored—as long as “things are running smoothly.”
Strong profiles make all the difference.
If you want to define your company’s profile from the ground up or adapt it to keep pace with its growth, clear corporate profiling will help you achieve your goals. Company profiling experts bring to light what sets you apart. You often already know this, but may not be able to capture it in words or images on your own.
The most proven method guides you through the seven fundamental questions of the “positioning pyramid” via an interview . In total, you’ll answer over sixty detailed questions on topics such as the following:
1 What are the factors that influence customers’ purchasing decisions?
2 What emotional and rational benefits does the offering itself provide?
3 What defines the company’s brand personality?
4 What reasons do customers have for purchasing the product (value proposition)?
5 What is the company’s unique selling proposition?
6 What is the brand essence—the core message of the offering or company?
7 What defines the company’s core identity (What does the company stand for)?
You’ll gain a modern, distinctive, and unique corporate identity; you’ll be able to adapt your company’s mission statement to reflect its evolution; and you’ll have an up-to-date communication guide covering both visual and content aspects.
This will enable you to position your company as outstanding, distinctive, and sustainable at every level.
Your employees, customers, suppliers, and business partners experience firsthand what makes your company special, its success, and its growth. Visually, you’re at the cutting edge.
We’re here to help you with that.
Just give us a call—we’d be happy to help.
“Everything that is meant to impress must have character.” (Johann Wolfgang von Goethe)
Anne Ammann * Syrlinstraße 3 * 89073 Ulm Phone 0731-9213393 * Fax 0731-9213394 mailto:info@ammann-grafik.de * http://www.ammann-grafik.de
