Brand positioning: knowing why customers choose you

Almost every brand that comes to us has no problem with design. The problem sits one layer deeper: nobody can say in one sentence why a customer picks you over the other option. A new logo does not fix that. At most it wraps the problem more nicely.

Brand positioning is the choice everything else follows from. Which customer you serve, which problem you solve for them and why you do it better or differently. Once that is settled, design, copy and the website get much easier, because there is something to measure them against.

We do not start with what you want to project, but with what currently comes across. We talk to you and to a few of your customers, look at the numbers from your own channels and put your competitors side by side. What do they say, and what do you say that they say too?

That leads to two or three directions. Not thirty options, but real choices with a reason behind each and what each one means for your offer and your tone. You choose. We can make the case, but the choice has to be yours, or it will not hold.

We write up the chosen direction in plain language: a positioning statement, a brand story and the key messages with the proof that backs them up. Plus a short list of do's and don'ts for how you talk about the brand.

It is not a document for a drawer. It is short enough to remember and concrete enough for your team, your web developer and your copywriter to work with. From there it can go into branding or copywriting, with us or with whoever you choose.