When I’m asked about what Brand Reveal does, I like to answer “we align what your brand does best with what people look for”. And indeed, this is what we did for GREEN LEAP, a young super premium gin from Portugal.
When Ana Cerqueira and Ricardo Santos approached us, they were nearing the completion of their GREEN LEAP gin. The liquid formulation was ready for production, and the bottle design options were being finalized. However, they needed to clearly articulate what the brand stood for, especially within the crowded super premium market, and to steer creative developments. This is where a Positioning and Strategy exercise comes into play..
Deciding to undertake a Brand Positioning exercise can sometimes feel unusual. On one hand, for established brands, it might seem like all packaging and communication elements are set in stone, and a positioning exercise may appear futile. On the other hand, for new brands, there might be a lack of functional attributes to support a Positioning. So, when is the ideal time to conduct a positioning exercise?
Rather than asking ‘when is the right time,’ a more pertinent question is ‘why should one conduct a Positioning exercise?’ This approach is designed to prepare a brand for growth, regardless of its current stage. While the Positioning defines the brand’s destination, the Strategy outlines how to reach the desired goal. In this context, the Brand Positioning serves as a guiding beacon for development.
The symptoms indicating that a Brand Positioning & Strategy exercise is required are :
- Can you and your team express your brand idea in a single, simple sentence?
- Is everyone on your team motivated and confident about your brand?
- Can you identify the product attributes that support your brand’s emotional benefits?
- Do you know how to leverage the consumer emotions tied to your brand’s occasions?
- Do your packaging and messaging consistently reinforce your brand?
If the answer to most of these questions is YES, your brand is in a strong position. For GREEN LEAP, there was no doubt about the motivation behind the brand. However, clarity was needed to identify the brand’s promise and how its attributes support its Positioning.
To achieve this, we conducted a two-day workshop where we examined the competition, explored consumer insights and built the brand elements around a Promise, Core Values, Personality, Benefits, and Reasons to Believe.
Through this process, we determined that GREEN LEAP plays in the ‘Contentment’ motivation space, addressing the need to look and feel relaxed, harmonious, and at ease – perfect for end-of-day and after-work occasions.
As a result, GREEN LEAP’s positioning can be expressed as: ‘Inspiring optimism in active adults during their relaxation moments, with premium gins inspired by alchemy and aromatherapy, and a pleasurable commitment to the environment.’
