B2B Positioning Strategy

Just as an ace archer needs to correctly position his bow and arrow to take aim at his target, companies need to position their brands appropriately to create the desired perception. This is the fundamental objective of Ardus™, a proprietary model that focuses on brand positioning.

Ardus™ assists senior business leaders in defining a brand’s position, through the white space found from the study of competitors’ positions. This forms the foundation on which desired goals and perceptions of the targeted groups of stakeholders is built. The position is succinctly articulated with the positioning statement – a development that ensures shared brand vision throughout the organisation; and guided tactical thinking. From an internal perspective the positioning statement helps outline the brand’s aspiring vision; and this is further operationalised into an inspiring mission and corporate objectives for staff to work towards to. The brand’s positioning strategy drives internal culture as it defines how the internal stakeholders should relate to each other through the articulation of core values.

From an external perspective, Ardus™ allows for the creation of corporate values that define and guide how a brand’s internal stakeholders relate to their external counterparts. It outlines the brand’s value proposition in terms of tangible benefits that external stakeholders can derive. Eventually the corporate brand’s positioning statement becomes encapsulated in a memorable tagline, playing a pivotal role in driving the brand’s design, pricing, communications and channels of distribution.

In formulating the positioning strategy, Ardus™ leverages on the objective findings of the Perception Audit. It then systemically analyses a series of pertinent factors such as the target group of customers; the frame of reference that guides the choice of the target customers; the points of difference that justify the superiority of the brand vis-à-vis its competitors; and defensible evidence that help justify the above claims.

Ardus™ ensures a sharp, focused positioning for your brand, placing your brand’s idea precisely in your stakeholder’s mind.