Stratégies Marketing & Positionnement : Construire une marque forte
Stratégies Marketing & Positionnement : Construire une marque forte
Walid Bergaoui
Marketing Strategies & Positioning: Building a Strong Brand
Marketing is not just advertising: it is the art of carving out a clear and lasting place in your customers' minds. A strong brand does not rest on a logo or a slogan, but on the sharpness of its promise, the consistency of its experience and the soundness of its strategy. In this course, you learn to build that brand step by step — from the positioning decision all the way to a concrete action plan — so you stop vaguely pleasing everyone and become the obvious choice for those who matter.
The approach is pragmatic and grounded in the field. You start with the heart of the matter: defining what you offer, to whom, and why you are different. You analyze your market and your competitors to spot saturated segments, emerging needs and the spaces left to conquer. You then bring your brand to life — visual identity, message, tone, values, personality, the story that builds attachment — and make it consistent across every touchpoint: website, social media, customer service, product, packaging. Finally, you build a strategy that combines acquisition, conversion and retention, and translate it into concrete levers that are tested, measured and adjusted.
By the end of the program, you leave with a written positioning, a coherent brand platform and an actionable marketing plan, tailored to your resources and your digital maturity. You will know not only how to attract customers, but how to keep them, turn them into advocates and grow their value over time. A strong brand is a company that knows who it is, what it promises and how it proves it — your most durable competitive advantage.
What you leave with
No abstract theory: every session feeds deliverables you can use for your business the very next day.
Your positioning statement — a clear, targeted promise: what you offer, to whom, and why you stand out.
Your brand platform — identity, message, tone and values, applied consistently across all your channels.
Your actionable marketing plan — acquisition, conversion and retention, with the priority levers and a realistic timeline.
Your dashboard — the key metrics to track in order to steer, test and adjust your campaigns with data.
Program — 12 one-hour sessions
A path that follows the logical order of building a brand: first deciding on your positioning and reading your market, then building the identity and experience, and finally deploying and steering a strategy that attracts, converts and retains.
Module 1 — Positioning & market (sessions 1-4)
1. Marketing & brand: the real fundamentals — going beyond advertising, understanding a brand's place in the customer's mind and what makes it a durable competitive advantage.
2. Defining your positioning — articulating what you offer, to whom and why you are different; stop trying to please everyone and become the obvious choice for the right customers.
3. Knowing your customer & your segments — personas, needs, saturated or neglected segments, and choosing the target that deserves your energy.
4. Competitive analysis & opportunities — mapping competitors, reading trends, spotting emerging needs and the space where you can stand out.
Module 2 — Building the brand (sessions 5-7)
5. Brand platform — values, personality, promise and story: giving your brand a voice that creates emotion and attachment.
6. Message & visual identity — translating positioning into a clear value proposition, a tone and recognizable visual cues.
7. Consistency across all channels — website, social media, customer service, product, packaging: an aligned experience at every touchpoint.
Module 3 — Strategy & levers (sessions 8-10)
8. Acquisition, conversion, retention — thinking through the customer journey end to end and building a strategy that acts on all three levers, not just the first.
9. Choosing your digital channels — content, social media, email, SEO, advertising: selecting the levers suited to your market and your resources.
10. Partnerships, events & relays — extending your reach through alliances, community and organized word of mouth.
Module 4 — Steering & taking action (sessions 11-12)
11. Data-driven marketing — defining your key metrics, testing, measuring and adjusting your campaigns to decide with data rather than intuition.
12. Your marketing plan & roadmap — assembling positioning, brand and levers into an actionable plan, prioritized and scheduled, ready to deploy.
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