When we talk about brand positioning, we are looking for the “where” of your brand or product. Where does your brand stand in the market and in relation to the needs of shoppers? Positioning is about orientation, and unless you have some real estate to build on, you will struggle to get noticed. If you’re positioned in that shadow of someone else, you’ll also struggle to grow. Find a position you can call your own. We can help.
Brand identity refers to the “who” and “why” behind your brand or product. What does your brand represent, and how does that manifest into an experience? Too often, brands fall into archetypes rather than authentic identities. This results in a flat, forgettable brand experience. When you invest in a rich, well-defined and individual identity, the rewards are immediate. Decisions, actions, standards and touch points fall into place easily, and shoppers respond.
With positioning and identity in place, brand standards bring your brand to life. Brand standards provide specifications and visuals needed to equip your brand for any scenario, from visual merchandising to ecommerce. Brand standards ensure consistency and accuracy by providing a platform on which your brand can grow.
In addition to developing a unique brand voice, our writers help define the right vocabulary and messages to inspire action. Whether for a campaign, branded collateral or ongoing brand experience, we develop key messages to communicate what makes your offering unique and compelling.
Marketing Manager at hansgrohe