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Brand Strategy

Defining your brand and finding its unique position in the market.

Defining your brand strategy is the very first step in determining the who, what and why of your business. It is an integral first step towards establishing a strong brand identity. Your brand strategy also determines your brand positioning, which places your business in a unique point in the marketplace. Your brand positioning demonstrates how the internal factors of your business (your offer) interact with the external factors of your business (your audience and competitors).


Stage 1: Discovery

We begin by getting a good understanding of your business, learning about your offer, goals, audience and competitors.

Stage 2: Brand Workshop

In a 1-2 hour workshop, we work with you to define your brand purpose, target audience and brand personality.

Stage 3: Brand Positioning

Here we summarise our findings to determine your brand positioning. Your positioning should influence your entire organisation, inside and out. Building from your core purpose, it will reflect upon your processes, offerings, personality, stakeholders and values.

Frequently asked questions

What do I need to be aware of when establishing brand strategy and positioning?

The most important thing to be aware of is simply that your strategy and positioning is determined before beginning the design stage of any brand identity project.

Why is brand strategy and positioning important?

It can be tempting to skip over the strategy and jump straight into design – however designing for an audience that you don’t know, and without a clear purpose is like designing in the dark. You may end up with a nice logo, but if it doesn’t appeal to the audience that you are trying to reach, and it doesn’t represent your business correctly – then it will be meaningless and without any substance.

Where to from here?

Your brand strategy and positioning will inform any design decisions made in establishing your brand identity. You can also apply the products of your strategy and positioning to other parts of your business – such as staff engagement and internal communications.

Interested in partnering with us on your next project? Let’s talk!

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