From brand positioning to content strategy: our mix of advice and training

Versdenkers works in-company with organizations on strategy, positioning, brand development and branding.

In-company trajectories van Versdenkers are often a combination of advice and training. A powerful mix in which employees and teams acquire new skills and learn to work with a new strategy or approach. By involving entire teams in innovations and changes in this way, you also create the necessary support.

The communication process: from positioning to content and creation

One of our areas of expertise is guiding organizations in the development of the complete communication process that starts with positioning and strategy, continues in the development of creative communication concepts and ends at the content strategy. First we work with management and teams on a strong proposition. From there we shape the communication strategy for internal and external communication. Along the way, we discover which skills teams need to shape the strategy.

Positioning and communication strategy

A strong organization is based on a clear vision and strategy. In order to articulate these, to become and to be, it is good to first go back to the basics. What do we stand for, why do we do what we do and how do we do it? And above all, for whom?

The first step in this process is therefore to examine the organizational strategy: the vision, mission, core values and positioning. Together we check to what extent these are still appropriate and we fine-tune them if necessary. We summarize all these strategic choices in a positioning statement, which also emphasizes the distinctiveness in relation to the competition.

The positioning statement consists of the following elements:

  1. Why: What does the organization stand for, what are the motives.
  2. Who: Who is the organization? To determine this, we use Jung's brand archetypes.
  3. For Whom: What is/are the target group(s) that the organization focuses on? We use the Customer Empathy maps to map out the needs of the target group(s). We then summarize these by linking them to Jung's need worlds.
  4. How: The organization fulfills the role of (brand archetype) for the target group by offering an experience/solution for the identified needs.
  5. What: What services/products does the organization offer.
  6. World: Which social developments/needs of the target group/insights CEM play a role in this?

We go through this process with management and the involved teams in group training sessions. This helps to create support for the new positioning, because team members are closely involved in the strategic choices and are given the opportunity to provide input or feedback.

Unique Positioning

The positioning forms the basis of the internal and external communication strategy. We pay a lot of attention to defining the target groups, goals and the associated communication messages. For example, complex organizations dealing with different target groups also work with multiple communication strategies for different target groups. By means of training sessions with the relevant teams, we develop the communication strategy(s) and we coach the teams to apply them independently in practice.

By way of illustration, we show below the internal and external communication strategy of the Province of Flevoland and the positioning of the Quality Center for Housing Associations for the Rental Sector (KWH). Both were developed in close collaboration with management and teams. We also trained the marketing/communication/design and web teams to apply the knowledge in practice.

flevoland-communicatiestrategie kwh-positionering

From positioning to creative concept

A creative concept is a peg on which you hang campaigns and other marketing communications. A positioning offers space for several concepts. Different target groups and messages may require a different experience and resources. That is why every creative concept focuses on a different target group or issue. Each concept can also propagate its own values. This depends on the experience you want to give. However, the values of your brand archetype and positioning statement remain leading.

Content and creation

The last step in this process is to translate the communication concept into a content strategy. First, the relationship between concept and storytelling is discussed. We then work from storytelling towards a content strategy. Among other things, it revolves around: How do you translate stories into channels and content? What is the optimal content mix? What choices do you make in terms of visual language and tone of voice and how do you emphasize your distinctive character?

Today, it almost always involves transmedia and cross-media content strategies that span different communication channels. These are closely linked to the customer journey and the goal you have in mind in the different phases. Do you want to inform or activate the customer? How do you guide them through the different communication platforms?

All these aspects are addressed when forming a content strategy. In doing so, we provide handles and tools that guide implementation in practice.

In-house learning and working with Versthinkers

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