The 101 of Brand Positioning

brand_position700Let’s start by defining the word” position” as it pertains to brand building. Positioning is the precursor to building the brand and starts with research. The designer will research the client’s market to find out who and what is out there. This is part of the discovery process as it feeds the designer’s creative process for building the logo in order to differentiate their business in the market. The designer will listen to the client’s why – the fire in their belly as to why they got started in their business. A good designer will listen to the client’s story then jot down words and visual clues about who they are. We follow this by finding what differentiates their business in their market.

The key to your market position is your point of difference – also known as your point of distinction or your USP (Unique Selling Proposition). But being different isn’t enough to build a position strategy. For a brand to be built well, preparation through research in the marketplace is key. Look at the market you serve. Where does your business voice fit in? What do you contribute that is different and needed in this market?

Create a Distinction Statement. This includes your name, tagline, description of the business, the offer, and the benefits. This includes using words such as best, first, only, most-recommended, or highest ranking. Include how your customer will feel with your offer – the emotional outcome:secure, successful, self-confident, indulged, etc.

Match your position to your brand’s experience.

Clever brand strategy begins by looking at your market and doing a competitor’s analysis. To get clear about where you fit in this market. A good competitor knows their market and will vie for position to be the friendliest, the highest quality, the lowest prices, or to excel in a given attribute. To prevail in that niche. You need to ask what your competitor provides that leaves the customer/client leaning toward this company. The high-positioning companies build trust and credibility in their offer. Their brand message is clear and consistent with continuity in their choice of font, colour, and graphics. To stake a claim to your brand’s point of difference and position, ensure every encounter delivers on the brand promise. If your focus is economy, create a warehouse experience. If it’s exclusivity, excel at individualized services and second-to-none responsiveness to the customer’s needs.

Outside-the-Box Graphics are brand ambassadors for our clients. We build brand guides so the message in the market is clear and consistent across all platforms for both print and web media. Knowing your place in your market and sharing it with continuity goes a long way to strengthening the business foundation and building trust and credibility in your market. Give us a call to find out what we can do to build and expand the brand position in your business.

Laurie Kingdon, Creative Director


Vancouver Graphic Designer with 20+ years experience. What's YOUR passion? Asking the right questions is key to finding solutions that align to your business vision. Using a strategy plan as the road map to get there.

Posted in Brand Positioning, Brand Strategy, Branding, Consistency, Continuity, Good Design, Positioning, Uncategorized