Brand & Growth · Brand Strategy
What you are for, and who you are not for.
Positioning comes first: a clear statement of what the business is for, who it serves and why it costs what it costs. The message and the look follow from it.
The problem
A business that tries to appeal to everyone ends up competing on price, because nothing else sets it apart. Customers cannot say why they should choose you, so they choose the cheapest or the closest.
What is included
- Positioning: the customer you are for, the problem you solve and the alternative you replace
- The message: the few sentences every page, post and pitch is built from
- Naming and tagline work where it is needed
- A visual direction: logo, color and type that match the position
- A one-page brand guide your team and suppliers can follow
Judged on
Enquiries that name you rather than the category, and the price you can hold
A position customers can repeat, and a brand that makes your price make sense.
How it runs
- 01
Interview
Conversations with you, your team and a few of your best customers about why they chose you.
- 02
Position
One clear statement of what you are for, tested against the alternatives your customers consider.
- 03
Express
The message and the visual direction that follow from the position.
- 04
Apply
The guide, and the first pieces rebuilt with it: the website, the profile and the pitch.
Works with
Questions
No. It is often most useful for established businesses that have grown past the way they describe themselves.
A few weeks from the first interviews to the finished guide, depending on how quickly we can speak to customers.
Want this built properly?
Fifteen minutes on your numbers, and a straight answer on whether this is the right place to start.