BRAND POSITIONING
Brand positioning for B2B companies 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.
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Who 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)
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.
HOW WE WORK
Five stages, strategy leading design
01
Audit
Read your brand and your competitors. Find the gap you can own.
02
Inspiration
Gather the visual inspiration that fits the position.
03
Positioning
Work your positioning and its messaging in parallel.
04
Expression
Execute and iterate across the mediums that carry the brand.
05
Go to market
Equip your team with the assets to take it to market.
IN THEIR WORDS
A refreshed and more memorable brand.
Medtronic, brand refresh. NEEDS OWNER: confirm exact wording, attribution and permission to publish.
PROOF
Repositioning work, in the field
Repositioning
Repositioning Rabyte from distributor to solutions partner
How a category shift changed the way buyers saw the company.
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.
