It has often been said, “A brand for a company is like a reputation for a person. You earn your reputation by trying to do hard things well.”

When faced with the challenge of creating a new and distinct brand positioning, PIPT operates through a series of disciplines:

• Our first task is to use our matrix of Critical Success Factors to identify and quantify the key market dynamics; this is achieved through interrogation of the marketplace, customers, competition, prices, quality, buyer/seller perspectives, supply chain issues and likely future developments. 

• Secondly, key potential attributes and deliverables are identified and alternative brand value positionings such as “product differentiator”, “low cost leader”, and “niche” are developed and then screened via gap analysis.

• Thirdly, these value positionings are then researched against agreed criteria and specific target audiences, using both qualitative and quantitative techniques, adjusted and finalised with Client to confirm fit.

• Fourthly, the agreed brand positioning is fully developed with copy, design and communication messages.

• Lastly, we check on market and competitor developments by carrying out brand audits every 2/3 years.