Brand Design

Strategy & Positioning

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

What is brand strategy & positioning?

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).

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.

Our brand strategy & positioning process

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.

About Shorthand

A design studio

Shorthand is a design studio based in Newcastle, Australia. We blend expertise in brand, digital and graphic design to help businesses define and communicate their brand. Our name, taken from the classic writing-system of symbolic abbreviation, represents the fundamentals of our work – distilling the essence of a brand and expressing it visually.

Shorthand was founded by Amanda and Scott Kirkman in 2014, when the pair brought several years of experience at top creative agencies in Melbourne back home to Newcastle. We are a design studio, not an agency. We are intentionally small, favouring quality over quantity. We don’t have account managers or a sales team, so you know you will be working directly with us. We bring our big agency experience to projects of all sizes, partnering with brands from Sydney to San Francisco.

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

Contact Us