For any strong brand, it is important to stay healthy. Drinking lots of water and just exercising regularly won't work in this case, so other tactics must be employed to ensure continued brand vitality. Recently, we proudly introduced the "13P model.

Develop your brand identity

Fitbrand team day: to strengthen our own brand

This is no different for Fitbrand; we too must continue to evolve to remain a strong and relevant brand.What we normally do for others, we now do for ourselves for a change. With that thought in mind, we recently organized a Fitbrand team day. A joyous event with tickets, coffee and brainstorming sessions!

More than just making money

The 4 P's of marketing are well known; Product, Price, Place & Promotion. These P's are aimed at maximizing profits. Basically nothing new, because as any business expert can tell you, the purpose of business is to generate profit. However, as history has taught us, making a profit is no longer enough to compete on the (inter)national market. During the crisis, many companies have had to learn through trial and error to look in a different way at the market in which they operate.

To a new dimension

Now there is room for a new context in which companies operate: the monetary tunnel vision focused on profit makes way for the importance of corporate social responsibility. This gives the concept of profit a new dimension and allows it to be divided into personal, business and social profit. These 3 pillars of profit unite in the integral profit of a company.

Because the 4 P's have been quite outdated for quite a few years now, during the Fitbrand team day we created a new model based on the example of existing positioning and marketing models, supplemented with additions from our own understanding. An important aspect of this model is the social field in which every company, including us, operates. The model, with 13 different P's starts at the outer edges, working its way inward.

Fitbrand's 13P model

The 1st row

Playing Fields: What is the company's playing field? In other words, what is your market (Fitness, transportation, electronics, etc.)?
Personality : What are the core or brand values / what personality does the company have?
Principles: What principles does the company stand for (reliability, quality, etc.)?
Pools: What is the company's customer segment?

The 2nd row

Position: What position does the company currently hold in the market?
Passion: What passion drives the company?
Purpose: What is the purpose of the company (what must be achieved?)?
Pulls: On what points or with what qualities does the company distinguish itself from others?

The 3rd row

Profile: Who would the company be as a person? What is the profile of the company?
Promise: What is the promise the company can make to its customers?
Proof: What is the larger goal of the enterprise (something that is almost never achieved in reality)?
Proposition: What is the proposition of the enterprise? With what sense can the enterprise present itself to the outside world?

And then to the core

Pitch: What sentence succinctly describes the company, but without the use of container terms?

Fitbrand formulated its own Pitch as follows: A driven advertising agency specializing in the fitness, sports and health industry.

More insight into your own brand strategy

Completing the 13P model can go a long way in helping you understand your own brand strategy. Where you currently stand, and where it needs to go in the future. You get a better understanding of your brand relative to that of your competitors using this model, and you learn how to differentiate yourself. Fitbrand, with support from the 13P model, has already been able to help several clients gain a better understanding and a stronger, more vital brand. Socially responsible, and profitable.

Do you have any questions after reading this blog, or do you think it would be interesting to sit down with us and put your business through this model? You can, we even really like it! Making an appointment takes no time at all.