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

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“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
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.

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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)

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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 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.