Branding +
Positioning
Who you are, why you exist + who you serve
When you’re clear on who you are, why you exist, and who you serve, the right clients will find you. And the right work will follow.
Your branding and positioning are the basis for everything that follows. Without doubt, this is the most important exercise you can do for your business. Seriously. This is where it all starts.
Branding is your identity. Positioning is your place.
(And please please please, for the last time: Your logo is not your brand.)
STEP 1: DEFINING WHO YOU ARE
BRAND RESEARCH
Interviewing founders, partners, executives, and owners, we dig into the little things that make the big differences. One-on-one or in small groups, we help you think about your business in new ways, to uncover your unique motivations, specialties, and differences.
LEADERSHIP INTERVIEWS
We visit you to facilitate workshops (or host virtual sessions) for internal stakeholders. We employ branding + positioning activities, games, and surveys to unearth cultural consistencies, company nuances, and the human elements that drive the way you work.
DISCOVERY SESSIONS
We look at the current state of your branding, confirming what has worked for you and what could do with some help. We identify areas we can work to improve, design, and develop, to better position your brand in the market.
BRAND AUDIT
STEP 2: UNDERSTANDING WHO YOU SERVE
POSITIONING
We find your ideal audience and study them to understand where they are, what they do, and how they engage with the world around them. This includes looking at their behaviors, preferences, and patterns of interaction. We uncover meaningful insights into what drives their decisions, so we can position your brand to connect in ways that matter.
MARKET RESEARCH
We look at your competitors and peers within your industry, niche, and connected fields. The goal is to see what they’re doing well (and not so well), and what’s working or falling flat for them. From there, we identify patterns, themes, and gaps in the market — opportunities your brand can use to stand out and claim a stronger position.
COMPETITOR ANALYSIS
Stop guessing. To truly connect with your audience, you need to genuinely understand them. So, we listen to them. Interview them. Survey them. Read the conversations they’re having online. Watch how they describe their challenges and wins. This kind of qualitative research gives you the insights you need to create branding that resonates deeply.
USER INTERVIEWS
STEP 3: FORMALIZING YOUR BRAND
BRAND BUILDING
Your verbal branding is the essence of who you are as a company. It’s the foundation that drives your brand, your business, and your culture.
Vision statement
Mission statement
Guiding principles
Value proposition
Positioning statement
Voice elements
VERBAL BRANDING
Your visual branding is your look and feel. This is how you present your brand to the world. How your audience sees and interacts with your brand.
Logo development
Colour palette
Design system
(Good visual design needs something to stand for. A logo can’t speak for your brand unless it knows what to say. That’s why we advocate for strong verbal branding before exploring your visual identity.)
VISUAL BRANDING
This is where it all starts to come together. We explore branded options for real-world business assets and develop all the tools you need to operate business-as-usual using your new branding.
Letterhead
Email signatures
Business cards
Presentation and slide templates
Brochures
BRAND IN ACTION
SEE ALSO
Messaging + Content
Learn how we build you a foundational messaging system + develop a content structure rooted in your brand’s deeper story.
Website Design + Dev
Learn how we design + develop websites that stand out, attract right-fit clients, and win through purpose, personality, and clarity.
