Brand Strategy & Positioning
Start from enterprise strategic positioning and find the category direction and top-level expression of the brand.
Helping regional restaurant businesses build nationally leading brands
The backbone of this course
- 01 Enterprise strategic positioning
- 02 Category positioning direction
- 03 Brand top-level architecture
- Founders of a brand that has existed for years but cannot say clearly what it stands for
- Chains entering a new market that need the position fixed first
- Teams where the strategy was agreed but every department reads it differently
- A category positioning direction you can say in one sentence, and why it holds
- A brand top-level map linking position, audience, product and communication
- A filter for deciding which ideas to pursue
A course or an engagement?
The courses teach the method; the engagements apply it. If the problem is that your team does not know how, take the course. If the problem is that nobody has time to do it, take the engagement.
Enterprise Strategy Consulting
12 months cumulativeFrom enterprise strategic positioning, expressed through brand strategy
RMB 1.28M · Phase two · from month 7
Strategic Positioning Program
6 monthsFrom category positioning to the super store model
RMB 680k · Phase one · first 6 months
Frequently Asked Questions
- Who is this course for?
- Founders, general managers and brand leads. No finance background needed, but bring a real problem from your own brand.
- How is positioning different from the marketing we already do?
- Marketing answers how to say it; positioning answers what to say. Get the order wrong and the marketing scatters.
- Can we produce a position ourselves afterwards?
- You will have the framework and the direction. Landing it in product structure and a super menu usually needs the intensity of an engagement.
- Can only the management team attend?
- Yes, but if only the owner understands it, nothing moves when you get back. We suggest the core team attends together.
- How long is the course?
- Usually a concentrated session plus live workshop time; format and duration are arranged on request.
High-Profit Menu Design
Read the menu as a product structure: dish margin, volume, mix and station load.
Single-Store Profit Model
Back-calculate a store’s return picture from store format, area, rent and guest structure.
Brand Communication Strategy
Translate brand positioning into actions customers can see, remember and pass on.