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Brand Positioning and Development

Brands are very much like people. The world is filled with many and it is often difficult to tell them apart. However, just like people, brands are unique. The challenge to developing an impactful brand is to:
  1. Effectively articulate the elements that differentiate it from all others in the marketplace
  2. Ensure the selected dimensions are, in fact, meaningful to the target audience
  3. Develop supporting imagery to reinforce and drive your message
  4. Consistently deliver on the communicated difference

Without all of these elements, a brand gets lost in the crowd.

Using our innovative methodologies and analytical tools, we develop a positioning statement that personifies your brand to your intended audience. The positioning statement is the underpinning for every communication and evokes an intuitive and emotional response from your target audience. The positioning statement is also the foundation for search engine marketing, search engine optimization, link development and online advertising.

In developing the brand positioning, we employ an iterative approach to refine candidate positioning statements, supporting imagery, appropriate formats/sizes, etc. Each step involves the use of competitive intelligence, creativity and feedback. Once the set of developed statements and format frameworks is reduced to three, the executive sponsor and their management team select and refine the final brand positioning.

At Persuasive Brands®, we are experts in reviewing the competitive landscape, understanding consumer and business markets and identifying meaningful elements that differentiate your mission, promise and/or offerings from all others.