Positioning is the foundation of a brand identity. Before anyone draws a logo, it has to be clear who the brand is for, and what people get from it that they cannot get elsewhere. The answer decides whether an identity should be restrained and reliable, or bold and eye-catching.
Positioning is often summed up in a short sentence that says what the brand offers to whom, and why it is the better choice. This sentence is an internal tool and rarely appears word for word in the communication, yet every text and image starts from it.
Good positioning accepts that it is for some people and not for everyone. A premium holiday rental agency, for example, speaks to investors and discerning guests, and shapes its voice and appearance accordingly, even if this turns away people looking for the cheapest deal.
How we work with it
Brand identity design starts with a brand workshop in which we go through the most important questions with the company's leaders. We look at the competitors and map where they stand, for example by price and style, to see where there is room in the market.
- Who your most important customers are, and what they base their decisions on
- What people say about you now, and what you would like them to say
- Who your competitors are, and how they resemble each other
- What only you can offer, or what you do best
The answers are often surprising. A company may believe it is chosen for its price, and the conversations then reveal that fast replies or the personal relationship are what decide, and in that case the brand is worth building on that.
The result of the workshop is a short summary that can be revisited at every important decision in the design. It is rarely longer than a page or two, so anyone can take it in quickly. If a colour or a slogan later causes a debate, it shows which version serves the chosen position better.
Positioning can change over time, when the company enters a new market or reaches out to a new audience. In that case a rebrand also starts by rethinking it. The old summary is a good starting point, because it shows what has changed since.
