Positioning of a new brand in a market with many players

In brief

CHALLENGE: Create and position a new brand in a market with many established players
SOLUTION: hrough a clear definition and analysis of target groups and competitors, create an understanding of where there are soft values ​​in the market that buyers are willing to pay for
RESULT: Stable platform for digital activation of the business

Nordeye logo

"Expresso has guided us through the process of developing the positioning of the brand and a clear set of values. They have also coordinated the processes of developing a strong name and secured intellectual property rights, which form the basis for our new business. Expresso is a professional and committed team that attaches great importance to creating clarity and deliveries that are complete for activation."

Arvid Bild
Arvid Bild
Project manager | Axel Johnsson International AB and CEO | Nordeye AB

The challenge

When the customer contacted Expresso, the channel choice (e-commerce) as well as the target group and offer were already clear: private individuals and small businesses in need of auxiliary lighting and other vehicle accessories. The challenge was to find a position in a relatively well-established market and build the foundation for a strong brand through pledges, values, ​​and a customer journey appreciated by the target group, so they become loyal customers and ambassadors for the brand.

Expresso's solution

In collaboration with experts in naming, brand security and graphic design, Expresso guided the customer through the process of establishing a stable platform for the new business, based on a solid market analysis by the customer.

  • Positioning, values, promises, identity and target groups linked to the new business and its brand
  • Vision and mission for the business and the brand
  • Name and trademark protection
  • Development of a visual identity, to apply primarily to an attractive e-commerce platform
  • Stable basis for registration of trademark and domain name

    Keys to success: The foundation was laid during 2.5 intensive days working together with key people from Nordeye, while experts in naming and brand security were involved in the project from the start.

Expresso's delivery

Brand positioning

A clear positioning of the new brand by analyzing direct competitors, mapping target groups and identifying macro trends in what creates brand loyalty among private individuals

Brand values ​​and promises

Create clear brand values ​​and promises that fill a gap in the market and appeal to target groups

Mission and vision

Develop convincing stories about why the brand and the company exist

Visual identity

Development of a visual identity with the e-commerce portal in focus

Naming

Guide the customer through a professional naming process

Intellectual Property Rights

Include a partner in the project who is an expert in brand security and who can guide the creative naming discussion and monitor the legal name aspects over time. A partner who also smoothly and securely handles the handover for IP registration after Expresso's final delivery

Background

Axel Johnsson International Transport Solutions (the customer) already operates several companies selling auxiliary lighting for vehicles. Sales today are mostly to corporates and to a limited extent through e-commerce.
The market for auxiliary lighting for vehicles is growing strongly, so the customer wanted to establish an e-commerce platform primarily aimed at private customers. After an extensive market study, the customer decided that the best way to enter this market was to establish a completely new company.

Case - Nordeye

About Nordeye

Founded: 2021
Headquarters: Gothenburg, Sweden
Geographical presence: Nordics
Offering: Auxiliary lighting and other vehicle accessories for individuals and small businesses through e-commerce
Owner: Axel Johnson International

Nordeye logo

Team Expresso &Friends

This project was delivered by Expresso in collaboration with & Friends:

When was the last time you reviewed your
brand's positioning?

 

A clear brand positioning gives you better control of your market – customers, competitors and macro trends – and makes it much easier to prioritize and thereby develop an effective strategy.