Brand Positioning Design for a Business Software Company

I facilitated the brand positioning process for a small German software company in the archiving & ECM space. The owner-led business gone through an impressive transformation into an agile and customer-centric company and wanted to reevaluate its positioning.

During a three day workshop we…

  • analyzed competitor value propositions
  • gained inspiration from position statements that inspired us
  • experimented with positioning metaphors
  • worked with Simon Sinek’s circles and value proposition canvases
  • mapped out over twenty positioning dimensions and decided on them