The development of a Brand Positioning includes not only internal ideas of where the Brand should be in the future. It is very important to understand how people unconsciously perceive the Brand in the market. Because this is actually the “real” current Brand positioning in the market.

The Brand Positioning is based on the Company`s values or WHY. Oftentimes these values were not been constantly communicated the right way in the past, because there is no holistic brand implementation framework in place that assures a constant right implementation of the values into the communication that will be decoded by people unconsciously as it should be.

Based on the defined company`s values and completely opposite values that will be defined, Brandmind selects pictures that trigger unconsciously one or more of the selected values. These will be the basis of the final implicit Brand Value Validation in a market research. People will get asked if they associate that picture with the Brand. Usually this research takes not more than 2-3 minutes and can be conducted on Social Media and own customers as well.

The market results differ oftentimes from the Brand Positioning that was developed internally. Brandmind supports in defining the way of how to fill in the gap between the actual unconscious. perceived Brand Positioning in the market and the Brand Positioning companies would like to have.