Brand identity
BRAND POSITIONING
Brand positioning for B2B firms with complex products
The narrative and identity your market believes in, built from strategy first. For companies whose value is hard to explain in one line and easy to lose to a cheaper competitor.
Start a conversationWho this is for
Brand positioning is strategic work. It suits some situations and not others, and we would rather tell you early.
This is for you if
- You sell a B2B product or service that is hard to explain in one sentence
- Buyers keep comparing you on price because they cannot see what is different
- Your position has moved and the brand has not caught up
- You want a strategic narrative a design studio can then execute against
This isn’t for you if
- You need a logo or visual identity as a standalone deliverable with no positioning behind it
- You are a B2C or consumer brand
- You have clear positioning and only need assets (see Sales Enablement or Presentation Design)
BRAND AND NARRATIVE WORK FOR TEAMS AT
STRATEGY BEFORE DESIGN
Decide what you stand for before anyone draws a logo
Most branding starts with visuals and waits for the strategy to catch up. We define what your category believes, where you sit in it, and the story that makes the choice obvious. Identity and assets express that position once it is set.
Curious? Speak to our expert team.
Fill out the brief form and we'll get back to you with an estimate and discuss a plan for your company.
We'll arrange your meeting with a consultant to:
- Provide cost estimates
- Provide specific advice
- Identify any blindspots
- Share best practices
- Discover your needs
HOW WE WORK
Five stages, strategy leading design
- Strategy 01
Audit
Read your brand and your competitors. Find the gap you can own.
- Strategy 02
Inspiration
Gather the visual inspiration that fits the position.
- Strategy 03
Positioning
Work your positioning and its messaging in parallel.
- Design 04
Expression
Execute and iterate across the mediums that carry the brand.
- Design 05
Go to market
Equip your team with the assets to take it to market.
WHAT A POSITION CHANGE LOOKS LIKE
Rabyte: from distributor to solutions partner
Rabyte sold components that were often identical to everyone else’s. Strategy workshops with leadership and sales showed what customers actually valued: the advice. That became the position.
Before After
How the market saw them A product distributor in a crowded, product-led market A solutions partner that advises customers and tailors recommendations
Sales conversations Anchored on specifications, quantity and price Value-driven, built around long-term customer relationships
The story Positioning that did not reflect their broader value One narrative adopted across sales materials
PROOF
Brand and positioning work, in the field
WHAT CLIENTS SAY
In their words
After working with them on a number of occasions, I’m confident to say that the HighSpark team members are the best in their craft - I have never once been disappointed by their quality, delivery, or their consistency.
Christel BuchananCEO & Founder, ChatandBuild Read the case study We had an opportunity to work with the team for a presentation to a high-powered global panel. While our team was already very experienced in presentations, they worked with us to build an impactful story with beautiful slides that we were able to deliver in a short amount of time.
Joseph GanCEO, V-Key Read the case study COMMON QUESTIONS
Before you get in touch
Do you design logos?
We design identity as part of a positioning engagement, once the strategy is set. We do not sell a logo or a visual identity as a standalone deliverable. If a logo is all you need, a specialist studio will serve you better and faster.
How is this different from your messaging and positioning work?
Brand positioning decides how your whole market should see you and why. Messaging and positioning is a component of that here, and a standalone go-to-market offer on its own page. In a branding engagement the two run in parallel. If you already have your brand position and only need the go-to-market narrative, start there instead.
How long does an engagement take?
We will give you a realistic timeframe once we understand the scope.