Positioning of companies

Language: German

Positioning of companies & brand building

Mark always orders his pizza from the same delivery service. Why? Because only this delivery service keeps the pizza at the right temperature in an oven during delivery. Now the big question: Why should customers buy or book with you? Develop a sustainable positioning and brand building concept now to become THE solution provider for your target group in your segment. Matthias Petri, long-time managing director of a successful agency, shares his experience with you in this three-hour course: How to create a convincing identity for your company, your customers and your team.

Take the next step with your company towards a brand with identity and a unique position
Position yourself: Why your target group should buy/book from you!
Practical guide: How to use positive factors and avoid negative ones
A holistic view: How to attract talent with your corporate culture
Ideally suited for entrepreneurs, the self-employed and those responsible for marketing and communication
Three-hour video course by Matthias Petri, who reports from the field as an experienced managing director

Your next goal: to stand out! Your next step: positioning your company. How to proceed and what to look out for - start the training now!

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Details

content: 3 h Video training
Licence: private and commercial Rights of use

Examples of use

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Positioning and brand building - a practical guide

Positioning companies and building brands: Screenshot from the course on a tablet

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Use the tips to develop your concept for positioning your company.

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Learn what is important when it comes to positioning and which factors you should consider.

Tutorial on positioning companies and building a brand

free of charge

Positioning of companies & brand building: 01 | Brand strength and positioning issues

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.

Positioning of companies & brand development: 02 | Basic differentiation

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.

Positioning of companies & brand building: 03 | Positioning on uniqueness, target groups and specialist

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.

Positioning of companies & brand building: 04 | Positioning on a product

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 of companies & brand building: 05 | Positioning for cost leadership

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.

Positioning of companies & brand building: 06 | Niche strategies for positioning

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.

Positioning of companies & brand building: 07 | Factors that have a positive (or negative) effect - first part

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.

Positioning of companies & brand building: 08 | Factors that have a positive (or negative) effect - part two

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.

Positioning of companies & brand building: 09 | Factors that have a positive (or negative) effect - third part

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.

Company positioning & brand building: 10 factors that have a positive (or negative) effect - part four

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.

Positioning companies & building brands: 11 steps in positioning

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

Company positioning & brand building: 12 | Mission, vision and values

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.

Company positioning & brand building: 13 | The Golden Circle

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.

Company positioning & brand building: 14 | The basic needs and emotions of your target group

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

Positioning of companies & brand development: 15 | Corporate Design & Identity

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.

Positioning of companies & brand building: 16 | Employer attractiveness and employer branding

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.

Details of the content

Success ahead! How to position your company on the market
Why should your target group buy or book with you? The positioning of your company answers precisely this question. Your positioning strategy is therefore fundamental to your company's success. It always precedes your marketing, as your company goals and marketing measures, such as in the area of local SEO, can be derived from it.

Your practical guide to positioning and brand building

This tutorial provides you with a guide on how to raise awareness of your company positioning and recognize whether it is still correct. Many practical examples are used to show you ways to make your target group aware of

exactly what your company stands for,
why you know the problems and needs of your target group and
how to position yourself so that you are perceived as the best solution provider.

Find out everything you need to know about the factors that have a positive impact on your positioning in the market and avoid the things that companies always get wrong.

A real brand as an employer too: how to attract talent!

This three-hour course also focuses on your positioning as an employer brand and the role that corporate culture plays in your business success. Make yourself and your company attractive in the "war for talent" in order to secure and expand your business in the long term.

For entrepreneurs, the self-employed, for communication and marketing

This training is primarily aimed at entrepreneurs and self-employed people, managers with personnel responsibility and business development managers. Employees who work in marketing and communication as an interface to agencies and advertising service providers will also benefit in particular.

Matthias Petri himself is the owner of a successful agency and has received several awards for his entrepreneurial activities in the past (e.g. 2015 Kreativmacher M-V, 2016 Fellow of the Federal Competence Center for Cultural & Creative Industries). In this marketing course, he shares important insights and experiences from his everyday life that are essential for customers to avoid being taken advantage of.

Learn what positioning is all about and which factors you should consider.