Services · THINK · Brand & Strategy
Before the logo, the argument.
Brand strategy and positioning: deciding what the business stands for, who it is for and why a buyer should choose it — before anything is designed.
Most businesses do not have a design problem. They have a sameness problem: the quotation, the catalogue and the website all say what every competitor says. Strategy is the work of finding what is genuinely different and true, and then making that the thing everything else is built on.
Who it is for
For businesses that are hard to tell apart.
Businesses that compete on price because nothing else separates them, companies entering a new category or market, and manufacturers whose buyers cannot tell them apart from the next quotation.
Industries we do this for
What usually goes wrong
- 01
Every conversation comes down to price
A position buyers can see, so the comparison stops being a number on a quotation.
- 02
Sales and marketing say different things
One messaging hierarchy both work from, written in the language buyers actually use.
- 03
We sound like our competitors
Research into what is already claimed in the category, so the position taken is one nobody else can take.
What you get
Deliverables
- Category, competitor and buyer research
- Positioning statement and reasons to believe
- Messaging hierarchy for sales and marketing
- Naming and tagline where needed
- Audience and segment definitions
- A written strategy the whole team can work from
How it works
From brief to live
- 01
Listen
The founder, the sales team and, where possible, real buyers. What is actually being bought.
- 02
Map
The category, the competitors and the claims everyone already makes.
- 03
Decide
A position the business can defend, written plainly enough to argue with.
- 04
Arm the team
Messaging, objection answers and the language sales can use on Monday.
Working together
Project or retainer
- Strategy sprint — A fixed engagement ending in a written strategy and messaging set.
- Strategy into execution — The strategy, then the identity and campaigns built on it.
Part of THINK
Positioning, identity and the material a sales team actually carries — profiles, catalogues, packaging and presentations. Brand & Strategy
Often paired with
Brand Identity & Graphic Design, Brochures, Catalogues & Sales Collateral