Packaging and Brand Identity Design
Brand positioning is what your customer thinks of when they think of your brand.
More importantly, it’s how your brand is perceived in the context of what the alternatives are or might be. Why is this important? Because it can be the differentiating factor between choosing one product (yours) vs. another.
Volvo is a famous example of using positioning well. Volvo’s brand positioning is «safety». They have managed to own that word in the car category. Ask anyone what the safest car out there is and (in their minds) Volvo will be at or near the top of the list. Volvo «owns» that positioning in our minds and anyone looking for a safe car, will give Volvo a good look.
Brand positioning, by its nature, is a narrowing of scope. You can’t position your brand broadly. It would be really hard for Volvo to be both the safest AND also the best performer. BMW owns that distinction. It positions itself using the tagline «The ultimate driving machine». They sell to a very specific group of people that value performance and will pay for it.
Positioning can illustrate value
Now, you don’t have to be a brand with a massive advertising budget to position yourself well.
In the juicing category BluePrint, the cold-pressed juice brand that hit the scene a few years ago, used positioning to set it apart from other juice brands and command nearly double the price of other juices. How did they do that? By positioning it as a juice cleanse instead of just juice. They also used simple and minimalist branding to stand out as something different when compared to all the other «crunchy» designs that were out in the marketplace at the time.
It turns out, there is a group of juice drinkers that will pay more for the experience of completing a multi-day juice cleanse, then they would for just another bottle of juice — even if they drank the same amount of juice over the same period.
This same segment (or tribe) also happens to like simple, minimalist design. So when they see BluePrint’s packaging in the store, they might say to themselves something like: «What’s this? This looks different».
That’s exactly what I thought the first time I saw it in the store. The next thing I noticed was the price. «Ten bucks for a bottle of juice!» That was too much for me, so I did not buy their product that day — I’m not part of that tribe of people that values juice cleanses.
I like minimalist design, and so I noticed the packaging and was drawn towards it, but the price was too much for me, and I’ve never done a juice cleanse so that part of it didn’t sway me. However, it did persuade my wife. She likes fresh juice, appreciates modern design and has done juice cleanses in the past, so she’s willing to pay a premium for it.
When you think about the hassle of buying the fruits and veggies, doing all the prep work, and then the clean up of a 5-day juice cleanse, paying $10 a day seems more worth it.
Using the frame of reference (positioning) of a cleanse, illustrates that value more clearly.
Positioning for professional services
You can also use brand positioning in other types of businesses. Run a service-based B2B company? Narrow your service offering and you’ll likely be able to charge more for the service. Specialists always gets paid more than generalists.
Think about it. If you had a heart condition, would you pay more to see the top specialist in the country? You probably would.
Here are a couple of examples of service based companies that specialize:
- A company that specializes in Powerpoint and Keynote presentations for executives
- A company that solely creates infographics for Fortune 100 companies
- An individual that coordinates events with sponsorships for the tech industry
Notice how specific those are? If you were in need of that particular service, wouldn’t you want a specialist? You’d likely pay more for it too.
Have you thought of any ways you can position your brand in the minds of your customers that is different from your competition?
Have questions about how to position your brand? I want to hear from you.
Leave your questions in the comments below.
Take the first step
At Volvo Cars, we currently offer six unique apprenticeship programmes. Which one will be your first step to an exciting new career?
Today, the Volvo brand is stronger and more ambitious than ever. Now, we would like you to join us on the next exciting stage of our journey. The Volvo Cars Apprenticeship Programme is the first step.
What is the Volvo Cars Apprenticeship Programme?
Apprenticeships are an exciting and challenging opportunity to receive formal training and gain recognised qualifications whilst in full-time employment. You learn on the job from experienced colleagues to gain job-specific skills. Volvo apprentices also attend the Volvo Car UK Training & Development Centre to work towards a nationally recognised professional qualification in their chosen career path.
Key benefits of a Volvo Cars Apprenticeship:
• Earn a salary
• Get paid holidays
• Receive Volvo-specific training
• Gain qualifications
• Learn job-specific skills
The Volvo Dealer network really values our Apprenticeship Programme. They know that when our apprentices graduate, they have the skills they need to be a real asset to their business.
Which apprenticeship programmes can I choose from?
At Volvo Cars, we currently offer six apprenticeship programmes:
Each individual apprenticeship programme lasts from 1–3 years and is designed to provide you with all the necessary knowledge, expertise and experience you need to succeed in your chosen speciality.
As a Volvo Cars apprentice, you will be employed full-time at an authorised Volvo dealership for the duration of your chosen apprenticeship programme. Here, you will work as an integral part of the team, which will give you the opportunity to learn new skills and gain valuable dealership experience.
20% of an apprentice’s time is spent on training and developing new skills – this will either be in the dealership or at the Volvo Cars Training and Development Centre in Daventry. As well as gaining important practical experience, you will also be studying for a nationally recognised technical certificate.
What qualifications does a Volvo Cars apprenticeship give me?
Apprenticeship Qualifications are grouped into levels from entry level to level 7. At Volvo Cars, we currently offer apprenticeships at level 2 and level 3. These have the following equivalent educational levels:
At the end of your apprenticeship you will receive a certificate awarded by Institute of the Motor Industry (IMI), which is a nationally recognised qualification. Our programmes also include Volvo-specific qualifications. For example, our Advanced Motor Vehicle Service & Maintenance technician (light vehicle) apprenticeship includes achieving a Volvo Level 2 Service & Repair Technician certification.
What are the additional benefits of the Volvo Cars Apprenticeship Programme?
Employers value apprenticeships as they show that you possess the right attitude and level of dedication required. When you complete the Volvo Cars Apprenticeship Programme, you will able to show future employers that you have the necessary skills and qualifications needed to succeed in your chosen speciality.
The Volvo Cars Apprenticeship programme is designed specifically for Volvo dealers. All training is carried out by our dedicated Volvo Apprentice Programme team in modern facilities using the latest Volvo products and technology. This unique approach reassures Volvo dealers that apprentices who graduate from the programme will be highly skilled. This, in turn, gives them the confidence to grow their own team from within the Volvo organisation rather than recruiting from outside.
There is also the opportunity to progress on to higher level programmes, either part-time or full-time with your employer’s help and support. Volvo retailers offer plenty of opportunities for personal development. The Volvo Cars Performance Academy, which includes e-learning, online and instructor-led courses, leads to ongoing certifications and qualifications, while our new state-of-the-art training centre ensures everyone has the opportunity to develop and grow alongside the Volvo brand.
How long does it take to complete a Volvo Cars Apprenticeship?
The time it takes to complete an apprenticeship with Volvo Cars depends on the role. After all, each role is unique and requires different levels of skill, training and experience. Apprenticeships last a minimum of 12 months, whereas our Apprentice Technician Programme takes 3 years.
Supporting you every step of the way
Over the course of the apprenticeship programme, our dedicated Apprentice Programme Team are there to offer you support and monitor your progress every step of the way. You will be assigned your own training instructor and your own assessor, who will work closely with you and your employer to make sure you maximise your full potential.
But what if I have more questions?
The Volvo Cars Apprenticeship Programme is an important first step on the path to a new career. So, it’s only natural you will want to have as much information as possible before choosing which programme is right for you. To help you make the right choice, we have gathered together a list of frequently asked questions.