Knowing who you are isn’t always easy, and communicating it powerfully and succinctly is even harder. It’s challenging to sum up the complex facets of your offering, beliefs, and differentiators, especially if you’re looking from the inside out. But a clear perception who you are is essential to creating a cohesive brand that inspires action and loyalty, both internally and externally. In branding, we call this your brand position– how you are positioned in the hearts and minds of your customers, competitors, and employees.
Crafting the brand position is the first step of the branding process. It’s an essential strategic document that lays the foundation for all further brand expression. It defines who you are, what you do, and how you show up. Read on to learn how to look deep inside your brand to find your true north. Are you headed in the right direction?
What is a Brand Position?
A brand position is a strategic internal document that forms the basis for all external messaging. Your brand position is how you are strategically located within the marketplace, expressed through a combination of concept, visuals, and tone. We talk a lot about how successful brands aren’t just promising goods and services– they’re promising emotional rewards. Your brand position is where that feeling comes from. It defines what people think of when they come into contact with your brand. A positioning document should include several core elements:
Personality
A brand position is a strategic internal document that forms the basis for all external messaging. Your brand position is how you are strategically located within the marketplace, expressed through a combination of concept, visuals, and tone. We talk a lot about how successful brands aren’t just promising goods and services– they’re promising emotional rewards. Your brand position is where that feeling comes from. It defines what people think of when they come into contact with your brand. A positioning document should include several core elements:
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- Archetype: What’s your fundamental character?
Archetypes are immediately recognizable characters that recur across cultures. Though it’s not outwardly expressed, the archetype informs your overall tone and feel. Associating your brand with an archetype ensures that it resonates at a subconscious, intuitive level. Are you an explorer? A magician? Read more about archetypes here. - Concept: What’s your big idea?
Your concept expresses who you are in a bold, simple statement. This is the underpinning strategic message that sums it all up, accompanied by a creative treatment to set the voice of the brand. - Mood Board: How do you look?
A collage of images and colors, the mood board creates an atmosphere, begins to express a color scheme, and sets the emotional tone. Is your brand mysterious and sexy? Bright and poppy? The mood board is an important step in visualizing your brand feel before a full brand identity is established.
- Archetype: What’s your fundamental character?
Ethos
Core Values: What do you believe? What do you stand for?
These internal beliefs are a tool for creating a cohesive culture and ensuring internal alignment throughout your organization.
Promises: What sets you apart?
Promises are the unique factors that differentiate you from the competition, and what you need to communicate to your customers right off the bat.
People
Customer Personas: Who do you sell to?
Understanding the segments of your audience is key to knowing how to position your brand. Your brand should speak specifically to the hopes and fears of your customers.
Find Your Position
Crafting your brand position is the first major step of the branding process. At Flux, we use the IDEA method to build brands that speak loud and clear. In the first phase, IGNITE, we collaborate with you to learn all the raw intelligence about your company, competitors, customers, and more. Then, we distill it into a brand position that will strategically locate you in the marketplace while always being an authentic reflection of who you are. This process of contextualizing your brand is essential to creating an effective position. There are 3 critical contexts that need to be understood:
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- Know your target market: understand your customers. What are they looking for? What challenges do they face? How are they differentiated? We create customer psychographics to get deep into the mindset of your target audiences.
- Know your competitors: who else is in your space? How are they positioned? You definitely don’t want to disappear into the crowd. We undertake competitive research to understand the landscape in which your brand exists and ensure you’re doing something unique.
- Know yourself: what do you stand for? Why do you do what you do? A brand position must be authentic to succeed. In guided sessions, we uncover your purpose and intention.
The position is the foundation for your brand. Armed with a brand position document, you’ll be able to bring employees and collaborators into the brand effectively. You’ll resonate emotionally with your customers and stand out from the competition. It’s the first step in creating a cohesive presence that’s instantly recognizable and highly memorable. Without a brand position, there is no brand.
Positioning Examples
We’ve positioned hundreds of brands across industries. Here are a few examples:
Groveland: One of the oldest hotels in the Yosemite area, the Groveland needed a brand that would support its forward evolution while still paying homage to its historic roots. We positioned the brand to speak to a timeless feeling: big adventure and wide open exploration. We brought it to life with an identity that’s both modern and classic, with a clear sense of California heritage.
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Respara: This new apartment building in one of LA’s most desirable neighborhoods wanted to exude private luxury. Unique because of its hidden location at the end of a residential cul-de-sac, we positioned the brand as a secret hideaway for those who want a retreat in the city.
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Poppy: A family owned vacation rentals company needed a brand refresh with a generational change of leadership. After in-depth interviews with stakeholders and employees plus a competitive review, we positioned this company as vacation rental matchmakers. Based on the idea of “love your stay,” they’ll find you the vacation rental that fulfills all your getaway dreams. We crafted a brand that spoke to their sunny personality and Palm Springs roots. SEE MORE >
What’s Your Direction?
Your position is the start of your path. With the right position, you’ll keep moving forward. With the wrong one, your brand may struggle to find its footing in a crowded market. At Flux, we guide brands on their journey to brilliance. We’re insatiably curious about how things work and what makes people tick. We’d love to get to know you. If you’re ready to find your path, get in touch.