Question

Topic: Branding

Benefit Positioning Strategy For Parent Company

Posted by marketgirl76 on 6/5/2012 at 7:28 PM ET 500 Points
Hi, I am creating a brand strategy for an overarching parent company that owns 4 technology companies in different markets and continue to nurture and provide strategic direction and operational support to all.

I'm trying to come up with a positioning statement that reflects what the brand stands for, and feel this is more benefit related.

In all of the research I've conducted with customers etc., it comes down to the same things. We're finding ways for technology to make a difference in their business. The clients state that we 'listen' and none of our companies just 'sell products'. they come up with solutions that solve business process issues - some they couldn't even articulate. They value the knowledge and insight of our people (even if they pay a bit more for it at times) and the fact that we truly understand and make the effort to know their business and how they work to find the best solution for them.

I'm trying to find a way to articulate this into more of a positioning strategy for the company, as I know we can't position on 'high customer value'. They are all about technology and delivering customer value (which might mean something different to each customer).

Any help would be appreciated.
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RESPONSES

  • Posted by mgoodman on 6/5/2012 at 7:38 PM Moderator
    What is the purpose of a parent-company positioning? From what you've said, nobody buys stuff from the parent-company. It's more like a helpful, benevolent holding company.

    Start by defining the target audience for the positioning. Who are you trying to reach? What do you want them to do or think? Why?

    Once you have wrestled with this and have good answers, then it's time to begin to define the benefit. Usually when there are multiple target audiences and/or a general benefit, it's hard to come up with a one-size-fits-all positioning. (I've been there and tried more than once.)
  • Posted by marketgirl76 on 6/5/2012 at 7:56 PM Author
    Thanks for your response. Yes - this is definitely a parent company that's not in the forefront but these business lines often pull together to provide the best overall solution to the client (i.e. group is more than the sum of its parts). The parent really nurtures these companies and its brand messaging trickles down consistently to each endorsed sub-brand. Maybe I'm too caught up in theory and should just be concerned with overall mission and how we deliver?
  • Posted by SteveByrneMarketing on 6/5/2012 at 7:59 PM Member
    mgoodman has asked some good key questions.

    I'm curious, have you identified another parent/holding brand perceptively already existing in the minds of the same customers as for your "4 technology companies", a scaled technology segment version of "Unilever verses Procter & Gamble".

    It will be easier to create a positioning strategy if such a competitor(s) already has brand recognition.
  • Posted by mgoodman on 6/5/2012 at 8:04 PM Moderator
    I'm not convinced that a parent-company positioning would be worth the resources it will take to develop and communicate it to the target audience(s). Of course, I don't completely understand the interrelationships of the companies or their respective customer bases.

    To really assess the situation properly would require a small consulting project, which is probably more than you need right now.
  • Posted by marketgirl76 on 6/5/2012 at 8:23 PM Author
    maybe this is why i'm struggling with it. it's no problem to do with the individual business lines. Maybe for the parent then, it's to focus in on the mission, values and story. I have all of these pieces.
  • Posted by marketgirl76 on 6/5/2012 at 8:23 PM Author
    maybe this is why i'm struggling with it. it's no problem to do with the individual business lines. Maybe for the parent then, it's to focus in on the mission, values and story. I have all of these pieces.
  • Posted by Levon on 6/6/2012 at 12:16 AM Accepted
    Find a common similarity between all of the products and write an over-arching statement that connects them with a vision. It could be something as simple as:

    "Cutting the Cost Of Living" - K-Mart (New Zealand)
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