---
title: Case - Ports Group - Brand Positioning enabling growth
description: Future-oriented brand positioning and analysis of the changes necessary to get there – all linked to the company's growth strategy
image: https://www.expressogroup.com/hubfs/Case-Portsgroup-Varum%C3%A4rkesstrategi.jpg
---

# Clear positioning of the brand as a basis for growth

## Case in brief:

CHALLENGE: Clarify Ports Group's position in the brand security market  
SOLUTION: Future-oriented positioning of the brand and analysis of the changes necessary to get there  
RESULT: A brand positioning that forms the basis of Ports Group's growth strategy

![Portsgroup_logo-box-small](https://www.expressogroup.com/hubfs/Portsgroup_logo-box-small.png)

**

*“With Expresso's guidance, we have defined a new positioning of our brand and created consensus on what strategic moves Ports Group needs to make to reach our new wanted position. *

*"Expresso has challenged us, but thanks to a clear structure of the discussions we made good progress, even on complex issues. I can warmly recommend Expresso as a partner in both strategic discussions and as support for change management."  
*

![Patrik Simson](https://www.expressogroup.com/hubfs/Patrik%20Simson.jpg)

Patrik Simson

CEO | Ports Group AB

## The challenge

- To reach consensus on the business's offering
- Coordination of strategic activities already in progress
- A clear, future-oriented positioning of the brand
- Define and create consensus around Ports Group's customers, the challenges they face and how Ports Group helps to resolve them
- Create consensus about the future employees Ports Group wants to attract
  
   
- Implement the project 100% digitally in a relatively short period of time during a pandemic

## Expresso's solution

Based on existing material on strategy and brand positioning, Expresso conducted a series of workshops together with employees at Ports Group representing all parts of the business. Together we defined:

- The market for brand security, as well as Port Group's current and future positioning
- Activities to take Ports Group to its new wanted position – both internally and externally – directly linked to its growth strategy
- Customers and employees through persona mapping
- A revitalized vision, mission and core values

**The key to success:** Teamwork, with employees from all departments involved throughout the process.

 

## Expresso's delivery

**

#### Brand positioning

 Clear positioning in a well-defined market

**

#### Roadmap

 A clear roadmap for the changes Ports Group needs to make, internally and externally, to achieve its new brand positioning – which also forms the basis of its growth strategy

**

#### Updated vision and mission

 Based on new brand positioning

**

#### Customer promise

 Promises to Ports Group's customers, mapping the problems that the company solves for them

**

#### Core values

 Definition of what characterizes a Ports Group employee, and what ensures that the company can deliver on its customer promise

**

#### Teamwork

 During this project, Expresso and the management team engaged more than 20 employees in order to foster participation and create ambassadors inside the organization

**

#### Activation

 Workshop with the entire management team on activating the brand and moving towards the new positioning

## Background

Ports Group is embarking on an exciting growth journey, where the company is repositioning its brand and offering to become a leading supplier of brand security in the Nordic region.

![Portsgroup case image](https://www.expressogroup.com/hubfs/Portsgroup%20case%20image.jpg)

## About Ports Group

Founded: 1994  
HQ: Göteborg  
Geographical spread: Nordics, with many global clients  
Sales 2020: SEK 130 million  
Core business: Holistic partners for brand security – legal, digital and technical  
Owner: Priveq (since 2015)

[ Visit Ports Group's website ](https://portsgroup.com/)

![portsgroup-logo-box](https://www.expressogroup.com/hubfs/portsgroup-logo-box.png)

## Team Expresso &Friends

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

[

#### Karin W Nordén

Customer manager, responsible for methods and analysis

](https://www.expressogroup.com/sv/sv/karinwallstromnorden?hsLang=en)

[

#### Karin Bolin

Support with workshops

](https://www.linkedin.com/in/karinbolinderne/)

[

#### Expresso's core values

All Expresso's deliveries are made based on our core values

](https://www.expressogroup.com/sv/hur-vi-g%C3%B6r-det?hsLang=en)

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

 

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

[ Get in touch and we'll show you how! ](https://www.expressogroup.com/sv/kontakta-oss?hsLang=en)