Brand Positioning Case Study: How 5 Brands Tripled Their Leads/Sales
Today, I’m going to show you how five different brands across Europe have stood out; tripled their leads, conversions or sales, using excellent brand positioning strategies.
These brands were able to achieve such positive significant returns despite market hurdles, thanks to the help of top-notch branding agencies who are experts in various marketing and branding campaigns.
In this case study, I’ll tell you the different challenges that each brand faced, the specific solutions that their branding agencies offered, and the outcome of their respective branding efforts.
Hopefully, you’ll learn a thing or two that will help you improve your branding strategy; make your brand stand out, and reap greater results.
Let’s get started.
Table of Contents
1. Neinor Homes brand positioning by LOVE SEES IT
Neinor Homes, a residential development company in Spain, was having trouble with their sales in one of their development areas in Las Rozas, Madrid – in which they have lots of competition in the real estate market.
So, LOVE SEES IT, a branding agency certified by Sortlist, came up with a brand positioning campaign that tugs the hearts of the people who live in Madrid – positioning the brand in a wider scope to reach more audience.
“We are not limiting ourselves to the area of influence as the competition was doing.” – LOVE SEES IT
Their branding campaign is named “Adiós Princesa” (Goodbye Princess) which helped their target audience, who have grown so accustomed to their current neighbourhood, bid goodbye to their childhood streets and favourite squares – positioning the brand in a way that appeals to the bittersweet sensation of leaving a familiar place.
The branding campaign was able to convey that the brand understands how challenging it can be to leave a place full of pleasant memories, but it’s good to embrace changes, especially if it’s about leading a better life, such as relocating to an even better place – emphasising the quality brought by the product.
As the video gets widely shared by their target market – organically – they also directed them to a landing page where clients can choose to receive a customised farewell letter that they can use to say goodbye to the neighbourhood – helping buyers add a personal touch as they embark on their new journey.
“The results were even better than expected, increasing sales of the development by more than 30%, reaching 10 homes sold in a week. Proof that when you bet on creativity, you always win.” – LOVE SEES IT
2. AFAS Software brand positioning by Formatique
AFAS Software, a software development company in the Netherlands, is growing and in need of more employees, in a more efficient way. However, they are facing quite a few challenges in recruitment, such as the following:
- While AFAS is an exciting company to work for, and many people are applying, a significant number of applicants do not seem to have the right qualities to be considered.
- Some applicants choose AFAS just because they are a “nice company.’ So, this is putting a lot of pressure on the capacity of the HR department.
- There is a dire need to find applicants who have better qualifications.
- A potential group of people (a.k.a the millennials), who could be great candidates, thinks that working in an IT company is boring and that they should be “computer nerds” to qualify.
- The current recruitment communication is primarily company-driven and is almost the same as other companies.
- There is a need for a branding campaign that will help the company become distinguished.
So, Formatique, a branding agency verified by Sortlist, came up with a brand strategy based on the needs and desires of the target group – totally different from the brand positioning campaigns of other companies which only focused on what they have to offer to potential employees.
“Recruitment communication is often inside out. Companies talk about themselves, and often in an undistinguished way.” – Formatique
The branding campaign was called “What Drives You” resonates to every hard-working employee – the video assets and landing pages ultimately ask the target group what drives them to get a job and perform well in it.
Here are the steps that were taken by AFAS and their branding positioning partners, Formatique, to achieve desirable results:
- Did research on the target group, especially on determining which universities and colleges have the most potential candidates.
- Conducted street interviews and made them into compelling video teasers.
- Make sure that the “What Drives You” message is conveyed across all branding and marketing platforms and mediums of communication – videos, trade fair stands, photographs, newspapers, podcasts.
- Decreased stereotypes towards an IT company by showing the target group that a software company does not only employ “computer nerds” but also people from a wide range of expertise, such as creative marketing, finance, and sales.
- Created a communication funnel with highly-targeted social campaigns using videos and unmistakable presence at relevant career fairs.
- Leveraged AFAS employees by featuring their responses on “What Drives You” and their experience with working at AFAS.
- Launched podcasts featuring business leaders sharing about what drives them that resonate with the target group.
- Created more written content and web pages that talk about career opportunities at AFAS.
- Utilised the location-targeted sponsored brand positioning campaigns on popular social media platforms, such as Facebook, Instagram, YouTube, and LinkedIn.
- Leveraged geolocation tracing which identified potential candidates who were near a career fair but did not visit the AFAS stand, and retargeted them via social media.
“With a unique and attractively designed brand positioning and a well-functioning funnel, the conversion went up from 3% to 12% which is 4x better”
In addition, the quality of the applications has (inherently) increased, as potential employees now choose AFAS not only because it is such a great company, but because it meets the requirements/wishes of the target group (millennials). The number of applications has also increased slightly, but this was not a KPI.” – Formatique
3. Skillcorner brand positioning by Black Pizza
Skillcorner, a start-up Football software product in France, needs help with improving their customer experience on their technology, and with rebranding so that they acquire more clients.
So, Black Pizza, an ergonomy (UX/UI) and branding agency certified by Sortlist, came up with a brand positioning strategy that includes making the brand’s website immersive and lively so that it can better showcase the technological aspect of the product – thereby making the tool super intuitive for the users.
“Like the players on the pitch, the icotype is made up of small dots forming an S. The frame refers to the world of data. The chosen typography presents notions of technicality, the point of the “i” echoes those who make up the icotype.” – Black Pizza, explaining the new design.
Also, the branding agency revised the graphic asset of the visualisation tool; rebranding the product more effectively as it becomes more modernised and adaptable to the various formats that help it be integrated into the clients’ websites.
“Since the graphic overhaul of our identity and our showcase site, incoming calls from prospects have multiplied by 10.” – Hugo Bordigoni, Skillcorner Founder & CEO
4. INVE Aquaculture brand positioning by Marrow
INVE Aquaculture, a global leader and in their industry, needs to evolve from being an academic spin-off to having a broader relevance in the market.
So, Marrow, a brand positioning agency at Sortlist, came up with a branding campaign that effectively tells the story of how the brand is making a positive impact on the supply and demand of seafood across the globe.
“We travelled from Ecuador to the Mekong Delta and back to fully understand INVE Aquaculture’s business. This allowed us to turn our client’s complex biotech offering into a global storytelling concept built on the simple, yet powerful idea of helping seafood producers around the world to face their main challenge: to turn fragile life into solid growth.” – Marrow
So, the new storytelling approach has allowed individuals from Research & Development to sales and technical support to connect in a more efficient and relevant way to the global aquaculture community – sharing experiences and insights that help the whole industry to thrive and provide value to consumers.
“Driven by its renewed brand purpose, INVE Aquaculture has more than ever evolved from being a true pioneer in aquaculture to being globally recognised as a thought and innovation leader in an industry that will play a crucial role in the future of global food production.” – Marrow
5. Emma brand positioning by Motor Communication
Emma, a mattress company from Germany, needs to stand out from the confusing market of mattresses sold online around the world – mattress products, promises, and appearances of most competitors are painfully similar and therefore indistinguishable.
So, Motor Communication, an advertising and branding agency certified by Sortlist, came up with a brand positioning that introduces a real expert of good sleep – “Frank, the professional sleeping fairy.”
Also, they leveraged TV commercials and developed a new logo that mirrors that new brand identity of the company. What’s more, Emma made the mattress purchase super easy by providing a simple selection process, making the price affordable, promoting free delivery and 100 nights testing guarantee.
“To make its customers as comfortable as possible, Emma is positioned as a ‘worry-free company’. To match that [brand positioning], we have developed the claim ‘Don‘t worry. Sleep happy.’ Ensuring that Emma customers will be happy with their purchase.” – Motor Communication
Emma is now a highly-distinguished mattress brand across Europe.
Based on the approaches and results of the brands featured in this case study, it’s safe to say that storytelling is the single most effective way to achieve significant brand positioning.
Moreover, the use of compelling videos, rich landing pages, exciting podcasts, new logo, excellent interface design, and excellent user experience can boost the efficiency of a positioning strategy.
Also, leveraging social media platforms, especially retargeting, can help strengthen your brand awareness.
Lastly, taking advantage of the vast experience and profound knowledge of branding agencies can prove invaluable, especially if you want to acquire higher leads, conversions, or sales for your business (just make sure that you partner with the highly-vetted brand positioning agencies at Sortlist).
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