We define core messages and a tone of voice your whole team can use consistently.
Brand Strategy & Positioning
Positioning that gives your brand something distinct to say
Brand Strategy & Positioning defines who you serve, what you stand for, and why you’re different – the foundation everything else, from visual identity to website copy, should be built on.
Brand Strategy & Positioning is often treated as an afterthought.
That’s where things start to fall apart.
- Messaging that could apply to almost any competitor
- Different tone used across website, sales and social
- No clear answer to ‘why choose us’
- Positioning decided by opinion, not audience insight
It should be built properly, as part of a connected system.
What good brand strategy & positioning should look like
- Gives a clear, defensible answer to why you’re different
- Defines the audience you’re actually trying to reach
- Sets a tone and message every channel can follow
- Is grounded in real audience and competitive insight
Our approach
Brand messaging and tone
We define core messages and a tone of voice your whole team can use consistently.
Value proposition refinement
Your value proposition is sharpened until it says something only you can say.
Audience definition
Clear definition of who you’re speaking to, and what matters most to them.
Brand messaging and tone
We define core messages and a tone of voice your whole team can use consistently.
Value proposition refinement
Your value proposition is sharpened until it says something only you can say.
Audience definition
Clear definition of who you’re speaking to, and what matters most to them.
What’s included
From positioning to pixels, one connected identity
Brand messaging and tone
Value proposition refinement
Your value proposition is sharpened until it says something only you can say.
Audience definition
Clear definition of who you’re speaking to, and what matters most to them.
Competitive positioning
Positioning is set relative to real competitors, not in isolation.
Work: The Paper Boys
From brand strategy, creative and execution.
Frequently asked questions
About Brand Strategy & Positioning
How long does brand positioning work typically take?
Most engagements run over a few focused weeks, including research, workshops and refinement — longer if competitor research is being conducted from scratch alongside it.
Does brand positioning include a new logo?
No — positioning defines messaging and market position; visual expression of that position happens under Visual Identity & Design Systems afterward.
Can positioning work happen without changing our existing name?
Yes — positioning is independent of naming; most engagements refine how an existing brand is described and understood rather than starting with a name change, which sits under Naming & Verbal Identity if needed separately.
How do you know if positioning work is actually needed?
If your team struggles to describe what makes the business different in a way that isn't generic, or messaging varies significantly between people, that's a sign positioning isn't clearly defined yet.
Does positioning affect website copy directly?
Yes — positioning is meant to inform every later piece of content, including website copy, so messaging stays consistent rather than being written fresh for each project.
How is positioning validated before it's finalised?
Through testing messaging against real audience understanding and comparing it against competitor positioning, to confirm it's genuinely distinct rather than assumed to be.
Can positioning change over time, or is it meant to be permanent?
It can and often should evolve as a business grows or markets shift, though frequent, unconsidered changes undermine the consistency positioning is meant to provide.
Who typically needs to be involved in positioning workshops?
Key leadership and often sales staff, since they hear directly how customers describe their needs and objections, which is valuable input into genuine positioning.
Does positioning work include tagline development?
Taglines are usually developed as part of Naming & Verbal Identity, built from the positioning statement once it's agreed.
How does positioning affect paid advertising campaigns?
Positioning gives paid media campaigns a consistent message to build creative around, rather than each campaign inventing its own angle independently.
