Position – Focus – Orchestrate

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  • Analysis of the central member needs
  • Analysis of satisfaction with services and communication
  • Analysis of self-conception and culture
  • Analysis of internal/external (member) communication
  • Brand mission statement development
  • Identification of competitive differentiation potential
  • Optimization of touchpoints along the “member’s journey”
  • Visions for the future and member-focused strategy development


Emotional loyalty is created when organizations – through focused and orchestrated service delivery and communication – serve central member needs at all points of contact better than any competitor.

The triad:
Position – focus – orchestrate!

A successful positioning creates the prerequisites for a dominant position of the organization and the brand in the members perception. A “perceived monopoly position” is generated: creating fit and identification – and making it possible to experience those time and time again!

  • the orientation towards central member needs

  • the focus on the member organization’s own strengths and competencies

  • differentiation from the competition.

  • A successful positioning brings requirements and competences in line.

  • But only the focused and orchestrated communication of the positioning at important touch points – in communication and performance – creates the perceived uniqueness.

The Process: Positioning

1. Consolidation of Member needs

2. Identity workshop(s)

3. Communication analysis

4. Development/concretization of positioning options

The process: focus & orchestrate.

5. Derivation of the touchpoints

6. Target concept for orchestration

7. Development of a brand mission statement

Stefan Eser, Head of Studies Fanfocus Germany Associations and Head of Emotional Member Engagement

Your contact:

Stefan Eser | Head of Emotional Member Loyalty


Further Services

Emotional loyalty is created through the constant repetition of identity-generating experiences – especially through frequent and excellent contacts at all touch points along the member journey.

Target audience specific address

Emotional loyalty is created when the approach is tailored to the needs of the individual target audiences. A great opportunity for all member-related processes along the member journey.

Optimal member services & dues

Emotional loyalty is created through precisely tailored services that are in line with the needs of the target audiences. The optimal strategy in terms of contribution levels and contribution structures is an important basis for success.


Emotional member loyalty is developed through the “Life Blood factor” coworker: Only coworkers in the main and honorary office, who are fans themselves, can act as fan makers toward members. Because only they create the necessary feeling of uniqueness among the members in contact.


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