How the Valiant brand strategy process builds differentiation and growth for global B2B businesses

Strategic shifts start here

Most rebrands don’t start with the need for a new logo. They start with a trigger.

For the global and international B2B businesses we work with, those triggers often include:

• Mergers, acquisitions or investment requiring a unified brand to fuel growth

• New competitors entering the market and eroding your advantage

• Changes to products or services that need better alignment with your proposition

• A shift in target audience, sector or geography

• A lack of clarity making it harder for buyers to choose you over others

In many cases, the driver is the same: the need for differentiation – a clear, ownable position that helps buyers understand why you’re the right choice, and that your teams can deliver with confidence.

Whatever the challenge, our process works.

The Valiant 360° – immersion and knowledge collection

The Valiant 360 is the foundation of our brand strategy process. It’s designed to give a complete, evidence-based view of your brand’s current reality by capturing perspectives from every angle.

1. Stakeholder workshops

We align with your leadership team and decision makers to understand your commercial strategy, objectives, challenges and operational realities. This is where we uncover the ambitions driving the brand.

2. External stakeholder interviews

Speaking directly to customers, partners, distributors and other external audiences reveals how your brand is experienced in the real world – showing both strengths to leverage and weaknesses to address.

3. Employee interviews and surveys

Your people are often your most valuable brand ambassadors. We capture their perspectives to understand culture, alignment and how well the current brand supports delivery of your proposition.

4. Market research

We map your market, analysing trends, shifts in buyer behaviour, emerging opportunities and threats. This ensures your brand strategy is grounded in current and future market realities.

The output from the Valiant 360 is a detailed picture of your brand environment – the context that underpins the next phase: Valiant Value Realisation.

From 360° to Value Realisation™ – strategy development

This is where knowledge becomes strategy. Building on the insight from the Valiant 360°, we move through a proven sequence of strategic steps:

5. Competitor analysis

We benchmark your brand against key competitors, reviewing propositions, messaging, digital presence and customer engagement to identify where you can differentiate.

6. Digital audit

We assess your online performance – search visibility, website engagement, and social presence – identifying both quick wins and strategic opportunities.

7. Competitor positioning

We map where competitors sit in the market across innovation, customer focus and perception. This reveals the whitespace – the positions no one is owning.

8. Gap analysis for differentiation

By combining research, interviews, audits and competitor mapping, we identify the authentic and sustainable gaps where your brand can stand apart.

9. Positioning territories

We develop a range of potential positioning routes. Each is tested against your commercial objectives, market realities and competitive pressures to find the positioning that will best support growth.

What the process delivers

A complete brand strategy, built on the Valiant 360 and Value Realisation methodology, delivers:

• A clear, defendable brand positioning tailored for global and multi-market competition

• Defined brand values and behaviours that unite teams and guide delivery

• Ownable language and tone of voice that can’t be easily copied

• A competitive proposition that sells on value, not price

• The confidence to grow – knowing your difference is evidence-based and market-relevant

The FrigaBohn example

When FrigaBohn, a commercial refrigeration business operating across the EMEA region, needed to reassert their place in a competitive market, we applied the full Valiant process.

The Valiant 360° gave us deep insight into customer perceptions, employee views, market conditions and competitive dynamics. The Value Realisation™ phase then translated this insight into a clear, ownable positioning, with defined values, tone of voice and a competitive proposition.

The result? A brand identity and strategy that not only looks stronger but competes more effectively – providing the clarity and confidence needed for growth in multiple markets.

Why this matters now

Markets are getting more competitive. AI is making it easier for competitors to create noise. Without clear differentiation, even the most capable businesses risk blending into the background – especially in global markets.

A proven brand strategy process gives you the insight to see where you can stand out, and the strategy to own that space.

If you want to understand how we can create value for your business through our Valiant Value Realisation™ methodology, let’s talk. We’ll help you find what’s different, what’s ownable by you, and how to turn that into growth.

Is now the time for you to be Valiant? Speak to our strategy experts – Tina or Jess