Workshop: Brand Positioning

Does your brand have a clear position, or does it need a sharper focus?

Brand positioning influences whether a company's offer makes it onto the customer's consideration list or goes unnoticed among competitors. When the message is too complicated or too internally focused, companies can end up looking and sounding like everyone else in their category - and competing on price.

In this practical and interactive workshop, we will explore how to simplify your message, understand distinctive assets and define positioning in a way that is clear, memorable and easy for customers to recall when they are ready to buy.

The workshop is especially suited to business owners, leaders, marketing and sales managers, and export-oriented companies that need to communicate their value more clearly.

TIME AND PLACE

16 October 2026, 10:00-12:30, Estonian Chamber of Commerce and Industry, Toom-Kooli 17, Tallinn

The workshop will be held in English.

WORKSHOP CONTENT

During the workshop, we will cover the key foundations of brand positioning and practical exercises that help clarify a company's message.

• Mental availability and differentiated positioning - why some brands come to mind at the moment of purchase and others do not.
• What do you do? - how to express the company's offer in one clear sentence that makes it a viable option for the customer.
• Brand codes and distinctive assets - which visual, verbal or other recognisable elements help the brand stand out even without a logo.
• Differentiated position - how to identify a clear and shared position that the organisation understands and can execute consistently.
• Benefit ladder and marketing framing - how to refine the message through features, customer benefits and emotional associations.
• Export perspective - why messaging, pricing, availability and differentiation may need to be adapted for different markets and cultures.

The workshop is built around international examples, discussion and practical tasks. Where appropriate, one participant's company or an Estonian company may be used as an example to make the principles easier to understand.