What is Positioning?
Positioning is the argument underneath the design. What you make, who it is for, what makes it different and how it sounds saying so. It produces a messaging framework that everything else gets written from: the site, the packaging, the pitch, the campaign, the emails. A mark cannot fix an unclear story, so this usually comes first even when it is not what someone called about.
Positioning is one of the disciplines under Branding.
Who needs Positioning?
Three people at your company describe the product three different ways, and all three are right. Or you are entering a crowded category and "better" is not going to do it. Positioning is the least visible thing we make and the one that quietly decides whether everything else lands. If you already have a clear, agreed story, we will happily build to it.
Often paired with
Naming
Names that survive a search, a lawyer and three years of saying them out loud.
View discipline →Brand Design
Logos, marks, type and color, built to survive every size they will meet.
View discipline →Collateral
Packaging, decks, print and the physical things your brand arrives on.
View discipline →