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Brand Positioning

Brand Positioning Agency

Set your brand
apart from the competition.

Great positioning thoughtfully and purposefully creates the right set of associations that makes you the only and obvious choice for your target customer. We integrate all accumulated learning and expertise into a clear, concise, and actionable brand positioning guide. As each brand, category, and context varies, we draw from a diverse range of approaches, frameworks, and time-tested tools to develop and convey your brand in a manner that meets your specific needs.

Brand Positioning - Authenticity
Brand positioning

Clear discussion and development of the value proposition of the brand vs. competitors

Leveraging time-tested human psychology frameworks like archetypes and emotional drivers to create unique and ownable territories vs. competition

Brand positioning
Brand Positioning
Brand positioning

Positioning based on emotional mapping can be a powerful way to separate your brand’s personality from competition

Frequently Asked Questions

What specific approaches, frameworks, or tools do you use to develop and convey brand positioning? 

We analyze your current brand positioning, look into your target market, competitors, and what your brand is by defining your value proposition and what can you offer to make your brand different from others or why would they choose you from any other brand.

Can you provide examples of successful brand positioning strategies you've implemented for other clients?

Our portfolio showcases diverse brand positioning strategies we've implemented for clients, both large and small, in the CPG sector. This includes revitalizing legacy brands to appeal to contemporary audiences and launching new products with a unique market niche. Each case study on our Work page reflects a tailored brand strategy that aligns with each of our clients' specific objectives and market dynamics.

How much do your brand positioning services cost?

The cost of our brand positioning services, structured under our Path To Performance™ process, varies based on the project's scope and complexity, ranging from $25,000 to $500,000 and up. This investment reflects our commitment to delivering a competitive advantage to each client. We understand that each client has unique needs and objectives, and our pricing is designed to accommodate a wide range of requirements. For those with unconventional opportunities or distinctive partnership propositions, we are open to discussion. Our goal is to provide exceptional value and tailor our services to effectively meet your brand's specific positioning needs.

How do you conduct market research and analysis to understand our target customers and competitors before creating a brand positioning strategy?

Our market research process involves a comprehensive blend of qualitative and quantitative methods. We delve into consumer behavior, preferences, and trends, utilizing tools like surveys, focus groups, and industry reports. Concurrently, we conduct a thorough analysis of competitors, assessing their positioning, strengths, and weaknesses. This dual approach ensures a holistic understanding of the marketplace, forming a solid foundation for crafting an effective brand positioning strategy.

What specific approaches, frameworks, or tools do you use to develop and convey brand positioning?

To develop a distinctive brand positioning, we start with a thorough analysis of your current brand status, target market, and competitors. Our toolkit includes various frameworks like SWOT analysis, perceptual mapping, brand archetypes and unique value proposition development. These approaches are complemented by creative brainstorming sessions, ensuring that your brand's positioning is not only market-relevant but also innovative and differentiated.

What is your process for creating a brand positioning guide, and what elements will it include?

The brand positioning guide we create is a comprehensive document outlining key brand elements. It includes your brand's mission, vision, core values, target audience profiles, key messaging, and unique value proposition. Additionally, it provides guidelines on visual identity and tone of voice, ensuring consistent brand representation across all touchpoints.

How do you ensure that the brand positioning guide is actionable and can be effectively implemented by our team?

To ensure the brand positioning guide is actionable, we focus on clarity and applicability. The guide is crafted to be easily understandable and implementable by your team. We also provide training sessions and workshops to ensure that your team is well-equipped to apply these guidelines effectively in your marketing and communication strategies.

How do you handle adjustments to brand positioning as market conditions change or our business evolves?

Our approach to brand positioning is dynamic and adaptable. We regularly monitor market trends and consumer behavior, allowing us to proactively suggest adjustments. In the event of significant market shifts or business evolution, we reevaluate the positioning strategy and make necessary modifications to keep the brand relevant and competitive.

Can you explain your approach to integrating accumulated learning and expertise into our brand positioning strategy? How do you keep it up-to-date and relevant?

Our brand positioning strategies are informed by accumulated learning and industry expertise. We continuously update our approaches based on new market insights and evolving consumer preferences. This ongoing learning process ensures that your brand positioning remains innovative, relevant, and aligned with current market dynamics.

What metrics and key performance indicators (KPIs) do you use to measure the success of a brand positioning strategy, and how do you report on these results?

To measure the success of our brand positioning strategies, we focus on specific KPIs such as brand awareness, market share, customer engagement, and conversion rates. We also track metrics like customer perception and brand loyalty. These results are reported throughout the brand development process, providing insights into the effectiveness of the strategy and areas for improvement.

How do you involve our team in the brand positioning process to ensure that our input and insights are considered?

In our brand positioning process, we prioritize your team's involvement through a collaborative approach. We conduct tailored workshops and strategy sessions, designed to deeply understand your brand's unique attributes and market challenges. These sessions serve as interactive platforms for your team to share insights, experiences, and expectations. We focus on open communication and active listening to ensure that your team's perspective is integral to our strategy. This collaboration is fundamental in crafting a brand positioning that is not only market-relevant but also truly reflective of your brand identity and company vision.

What is your timeline for developing and implementing a brand positioning strategy, and what are the major milestones we can expect?

Our brand positioning services unfold through our bespoke Path To Performance™ process, typically spanning 4-6 months. This timeline is carefully structured to cover critical stages: initial assessment, market research, strategy development, design, consumer testing, and implementation planning. Key milestones include a thorough brand audit, competitive landscape analysis, collaborative workshops for strategy formulation, and the development of a detailed implementation roadmap. The process concludes with a comprehensive strategy document and an actionable plan, ensuring clarity and readiness for execution. Regular updates and checkpoints are scheduled to keep your team informed and engaged throughout the journey.

How is brand positioning different from branding?

Brand positioning is a pivotal component within the broader spectrum of branding services we offer as a branding agency. While branding encompasses the overall strategy and actions taken to shape a brand's identity, brand positioning is more focused. It involves strategically placing your brand in the market to ensure it occupies a unique and advantageous position in the consumer's mind. As a leading branding company for CPG products, we distinguish our brand positioning services by incorporating extensive market research and consumer testing. This approach is integral to our branding strategy, ensuring that we not only create a strong brand identity but also position it effectively to resonate with the target audience. Our expertise as branding experts allows us to tailor brand positioning that aligns with your overarching branding goals, setting our branding service apart from other branding companies.

How do you preserve brand equity when repositioning a brand?

In repositioning a brand, preserving brand equity is paramount. We approach this by maintaining core brand elements of the existing brand that resonate with current customers while strategically evolving aspects to appeal to new audiences or market trends. Our method involves careful review of the brand value by analyzing the history, customer loyalty, and value propositions, ensuring that the essence of the brand is retained and enhanced, not diluted, during the repositioning process.

How do you determine what assets you keep when repositioning a brand?

When repositioning a brand, determining which assets to retain is a strategic decision that balances brand recognition with the need for fresh brand design. We assess each asset's contribution to the brand's existing equity and recognition in the market. Assets that strongly resonate with your audience and have proven effective in brand recall are typically retained. Meanwhile, elements that may be outdated or misaligned with the new positioning direction undergo redesign. This approach ensures that while the brand evolves, it retains core elements that customers identify with, maintaining a sense of continuity and leveraging established brand recognition.

How does brand messaging integrate with brand positioning?

Messaging is a crucial element in our brand positioning strategy. We believe so strongly in brand messaging that we've created a proprietary test called PackWords™. We recognize that effective brand positioning goes beyond just identifying a market niche; it also involves crafting compelling brand messaging that resonates with that position. Our approach intertwines brand messaging with positioning to ensure consistency and coherence across all communications. By aligning your brand's key messages with its unique market position, we amplify its impact and relevance. Whether it's through logo design, packaging design copy, or other branding assets, our tailored brand messaging strengthens your brand voice, reinforcing its positioning and enhancing overall brand architecture.

What is the role of positioning in brand activation?

Positioning plays a pivotal role in brand activation, serving as the foundation for all engagement strategies. During brand activation, positioning guides how a brand comes to life in the eyes of the target audience. It determines the channels, tactics, and messaging employed to connect with consumers, ensuring that every touchpoint reflects and reinforces the brand's intended market position. Effective positioning enables a brand to stand out, resonate with its audience, and create lasting impressions, making it an essential element in the successful activation of any brand strategy.

Where does positioning occur in the overall brand development process?

Positioning is a central stage in our comprehensive Path To Performance™ brand development process. After the initial brand assessment and market research phases, we focus on positioning as a key step in shaping your brand's identity and strategy. This phase involves defining how your brand will be perceived in the market relative to competitors and customer expectations. It sets the strategic direction for all subsequent branding activities, including message development, visual identity creation, and brand activation tactics. In Path To Performance™, positioning begins after auditing the brand, category, and shelf competitors but it is not just a single step; it is an ongoing consideration that influences every aspect of the brand development journey.