Quick recognition, supported by concise messages, motivates your target audiences. Positioning helps your audiences recognize who you are and what you offer. Once people understand, they can take the next step towards doing business with you. Connect with those audiences at each point of choice.
Are you noticed and recognized? Does your identity guide and reinforce the brand persona, support who you are and what clients appreciate most?
Do audiences “get” why your goods and services are a better choice?
People want stories. They want to understand. They want to know enough to share. They want to see at a glance what you stand for — find your brand on the street, on the shelf or online. Positioning unifies messages and visuals. It adds energy and excitement to the your brand. You'll see long-term impact when your positioning is clear and focused.
Visual identity and a messaging hierarchy summarize your organization’s unique position. Together they are the visual and verbal brand.
A hierarchy of messages summarizes your unique position in your market. Messages are layered to focus on the ideas that resonate with your audiences and separate you from the competition. Messaging is the blueprint for all communications, from website to literature to advertising and social media.
When we build messaging architecture for a brand, we address:
… distilled the intricacy of our organization and helped us focus our message to reveal a better expression of important services.
The logo is the thumbprint of the brand. A comprehensive identity system must reflect the character, culture and personality of the organization from the audiences' point of view. And it must be designed for all channels. An optimized brand establishes a system with standards, guidelines, templates and specific visual assets.
In this phase existing logos can be used; a logo design refreshed and updated (a brand refresh); or a new logo created to reflect the positioning. A logo “organizational chart” can be designed to accommodate departments or sub-brands and fully define their hierarchy and relationships.
… helped us organize the many levels of logos within our overall brand, and create a cohesive look and feel that still offers flexibility in its final execution.
Positioning — messaging and identity — are essential to an optimized brand and a foundation of the rebranding or branding process.
The next step? Planning brand implementation, where and how the brand will be applied at each point of choice.
Ready to refresh and update how you present your organization, products or services? Let’s talk.
For examples of the many award-winning identity systems we’ve created or updated, please see our case studies in the Work section.
Begin the process. Explore and discover who you are and what's unique from your audiences' point of view. Download our positioning worksheet.
Read more about the power of strong and focused positioning on our blog.