The UEB Brand Positioning project consisted of three phases: brand analysis, brand positioning, and brand platform development. The first phase of this project included a comprehensive, state-of-the-brand discovery, a SWOT analysis with the client leadership, competitive brand discovery and analysis, and consumer analysis. In the second phase, the intelligence gleaned from the various analyses was synthesized and distilled into two viable positioning statements and a key insight into their core consumer. The final brand positioning statement was chosen by the client upon our recommendation. In the last phase of this process, creative brand platforms were developed and subsequent projects operationalized the positioning through visual and verbal brand identity, business system, corporate signage, mission statement, collateral materials, employee handbook, and brand standards.
