When Mary Portas helped three sisters to revamp and relaunch their greengrocer business on BBC2 the other night, she presented them with three words that would represent their brand as they competed with national supermarkets. Mary wanted to focus on a niche market that provided local, fresh and less (no pile them high and sell it cheap philosophy here).
Have you thought about the three words that can represent your brand, and give you as unique as possible position in your marketplace? And when you have chosen your words, do you know if they mean the same to your target market as they do to you?
In an article on the Wrightwell web site, I highlight how a market research company explored the responses that the words quality, luxury and indulgence created in consumers, with some interesting results.
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