Brand Design

Strategy & Positioning

Defining your brand and finding it’s unique position in the market.

What is brand strategy & positioning?

Your strategy is your very first step in determining the who, what and why of your business before we even start to think of any visuals. We’ll work with you to determine the individual elements of your brand strategy before utilising these to create a singular brand purpose including; your purpose, your offer and your audience.

We utilise these elements to determine your brand positioning — placing your business into a unique point in the marketplace. Our approach aims to capture the essence of your brand on a single page. It demonstrates how the internal factors of your business (your offer) interact with the external factors of your business (your audience).

At the centre of where your offer and your audience meets is your brand’s purpose. Your purpose is the reason why you do what you do and above all, what your audience values the most.

Frequently asked questions

What do I need to be aware of when getting my businesses brand strategy and positioning?

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

Why is brand strategy and positioning important?

It will be tempting to want 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.

Our brand strategy and 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: Strategy

Here we use our findings from the briefing session to determine your brand positioning. Your positioning should influence your entire organisation inside and out. Determining your brand’s position in the market is a crucial part of our process and informs all design decisions.

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 brands to their audience. Our name, taken from the classic writing-system of abbreviation using symbols represents the fundamentals of our work – distilling down the essence of a brand and expressing it visually.

Shorthand was founded in 2014 by Amanda and Scott Kirkman. After spending several years working at top creative agencies in Melbourne, the pair brought their unique experience back home to Newcastle. We are a design studio – not an agency. We don’t have account managers or a sales team, so you know you will be working directly with us. Shorthand was started the intent of staying small, favouring quality over quantity. Today we still stick by that ethos, partnering with brands both small and large from Newcastle to Sydney, Melbourne to San Francisco.

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

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