Brand positioning?
These steps are (almost) always forgotten
There are many factors that play a role in developing a brand portfolio. These include the markets in which your products are located! the target groups you are targeting and the quality of your offering. The two most important factors! in my opinion! are a) your own vision and b) the strategic movement of the organization. The first factor is very important.
Vision and strategic movement
I already indicated that building a brand portfolio is custom work. It is therefore important that the organization itself country email list a vision on this and does not blindly copy the strategy of a competitor in the field or an appealing organization. The second factor is crucial for me; what is the strategic movement of the organization?
To give a simple example. I advised an organization that was making a shift from a product belgium numbers to offering a total solution! where the products formed a whole. It was decided to build the corporate brand and gradually restructure the product brands.
In addition! there are aspects such as ‘in which markets is reducing domain congestionslovenia business email list organization active?’ and ‘how much capacity (= financial resources! manpower! etc.) do you have to keep multiple brands in the air?
The two main pitfalls in building a brand portfolio are a) the focus on the visual aspect and b) not securing or substantiating the choice made. These two components are often in line with each other.
Substantiation and vision for the future are lacking
Too often I see organizations opt for a beautiful! visual solution! while a really good substantiation and especially a vision for the future are missing.
As a result! the organization gets stuck again in no time. People often forget that you set up a brand portfolio strategy for the coming years! in which you have to take into account that new products and/or services may be added. It is important to calculate that in advance and that is often forgotten.