Bissau Fisheries Export Brand Launch
- Bissau, Guinea-Bissau
- 2023
- BRANDING AND COMMUNICATIONS
POSITION created the export brand and commercial positioning for a fisheries group entering European and regional buyer markets for the first time.
The challenge
The group sold entirely through intermediaries and had no identity, language or materials of its own. Buyers assessing suppliers looked for evidence of handling standards, certification and continuity, none of which the group could present. Competing exporters from larger fishing nations dominated buyer attention, and the group risked being positioned purely on price.
Our approach
POSITION established the commercial argument first, built on cold chain discipline, catch provenance and consistency of supply, then expressed it through a name, identity system and buyer facing materials. Product, vessel and facility photography was directed to evidence standards rather than decorate. Trade documentation, specification sheets and presentation materials were unified so every buyer touchpoint carried the same proof.
The result
The group entered buyer conversations as a named supplier with a coherent standards led proposition rather than an anonymous source of volume. Materials answered the questions procurement teams actually asked, and direct buyer relationships began to replace complete dependence on intermediaries.
Outcomes
- Standards led export positioning
- Complete identity and buyer material system
- Direct buyer engagement beyond intermediaries