Brand Positioning Workshop

Pull Innovation Santa Barbara

The Brand Positioning Workshop is specifically designed to meet the challenges growing brands face when attempting to create a competitive advantage in the marketplace.

The one-day positioning workshop is designed for CEOs and their marketing teams when they are:

  • planning to introduce new products
  • extending brands into new product categories.
  • inventing new brands from the ground up.
  • planning to enter new markets or serves a new customer segment
  • planning to bring new life to underperforming brands
  • planning to shift brand messaging and communication strategies

Through a highly facilitated process, business leaders, marketing, and brand management teams come together in a focused environment to craft a strategic positioning for their products and services. Participants in the workshop will align all stakeholders and target customers to the brand’s success and growth by establishing a set of unifying principles that define the brand’s identity, promise, and delivery in the categories in which the brand competes.

Over the course of the workshop day, participants will focus on building the strategic positioning for their brand in four key areas:

Target Customer

You can only create successful products or solutions when you know who the most fervent buyers will be. It’s critical to understand as much as you can about the core target customer segment to whom the brand is intended to appeal.


Effectively positioning your brand requires a complete understanding of what drives the target consumer to products/brands in your market space. Defining the context that will give the brand unquestioned relevance to the target customer against their illuminating needs, motivations, attitudes, and preferences are essential for brand building success.


To drive purchase behavior, the brand needs to represent a compelling and highly emotional benefit to the target customer. This benefit must be relevant, differentiating and believable. How you position your products/services will determine whether your brand will make it into the hearts and minds of the target customer, enhance your brand’s competitive advantage to dominate their spending patterns.


Your brand equity or the health of your brand is a culmination of every experience customers have with your brand. These associations, attitudes, and perceptions determine whether the brand will develop loyal advocates over time who will be the first to purchase your new products and share your value with the world.

Workshop Prerequisites

The workshop structure relies extensively on the client’s existing and relevant market research and customer insight. Within the format of the workshop, the client’s current market research (qualitative or quantitative) forms the basis of all insights, hypotheses, and decisions made by brand team participants.

We can provide a brand equity assessment (separate from the workshop) for those clients that require rigorous market research to inform their strategic brand positioning work. Prior to the workshop, we’ll review and assess relevant aspects of your current brand challenges as a means of designing the format to specifically address the challenges currently facing your brand. The issues assessment is reviewed and approved by the client prior to the Workshop.

Deliverables to drive your tactical marketing initiatives.

  • Brand Positioning Criteria
  • The Brand Mission and Vision
  • The Brand’s Frame of Reference
  • Target Customer Segment Description
  • Target Customer Benefit Hierarchy
  • Behavioral Drivers / What Target Customers Value Most
  • Brand Positioning Framework
  • Final Brand Positioning Statement, Brand Essence, Brand Promise
  • Desired Target Customer Associations with the Brand
  • Strategic Imperatives and Next Steps

This workshop is typically for early growth to mid-market brands with annual revenues of $3-20 million+.


Brand Storytelling
Brand Voice

“Working with Porter gave us a strategic plan I could get myself behind! Their true genius creates a uniquely engaging and truly personal experience.

Thomsons insight and gift for facilitating our conversations that lead to brand clarity, elevated our business forward and gave us credibility to school administrators and parents from day one.”

Joe Bruzzese
Founder and CEO,
Sprigeo LLC