Test whether the existing idea can carry sustainability
Test an established brand idea against customer expectations, stakeholder views and competitors' positioning before extending it to sustainability. The question is whether the idea connects a recognised strength with the sustainability challenges customers are trying to solve.
Yokogawa's Precision Making platform already had internal support: employees called themselves "precision makers." As sustainability became more important to customers and Yokogawa T&M's growth strategy, the positioning work explored whether precision could mean more than a technical benefit. The work included 24 stakeholder interviews, a global quantitative survey across four markets, and competitor and desk research. Customers wanted a partner with its own clear sustainability vision, and precision was already primed to carry that meaning.
Use that approach to test both customer demand and the credibility of the connection. An established idea's internal popularity is a starting point, not a substitute for understanding its relevance to customers' sustainability priorities.
Sources: Research and insights, Yokogawa: Elevating sustainability – precisely