Topics

Brand Positioning


Why Strong Positioning is Critical to Sustained Growth

Why Strong Positioning is Critical to Sustained Growth

The Power of Brand Positioning Strong brand positioning has a great impact on the success of your business. But many high-growth companies struggle with how best to position themselves and communicate why they matter. Getting this right is hard, but critical. And if you fail at this, your customers won’t know whether to buy from you or your competitors. In short, positioning is the process of distinguishing your brand from your competitors in meaningful ways. It’s about what you offer, what value you deliver, and what place you hold in your target audience’s mind. Defining...
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Emotive Brand Co-Founder on Evolving a Business and the Challenge of Change

Emotive Brand Co-Founder on Evolving a Business and the Challenge of Change

A little over nine years ago, Bella Banbury and I started Emotive Brand on a bit of a whim. Now, almost 10 years later, we have 20 people in our company. We’re recognized as a top agency in the strategy and branding world. CEOs of companies seek us out to achieve transformative shifts in their business. People hire us because they’ve been reading our content for years. Agencies around the world cite our content as smart and forward thinking. We didn’t expect all of this. We just started our agency and that was that. The cobbler’s children DO have shoes As we reach our double-digits, we’re...
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Timing a Positioning Project: How to Set Yourself up for Success

Timing a Positioning Project: How to Set Yourself up for Success

When Considering a Positioning Project: Timing Is Everything A positioning project requires a serious commitment of time and attention from your team, as well as a financial investment. Whether you do it yourself or partner with a firm, you’ll (hopefully) end up with a positioning you can own that differentiates you in the marketplace. The most successful positioning projects we’ve run have three things in common: time, attention, and urgency. So how do you figure out the best time to start a positioning project? We’ve seen positioning projects thrive when: Your business, sales, or...
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Brand Positioning: Why Now?

Brand Positioning: Why Now?

Reasons to Invest in Brand Positioning There are many reasons why a brand might need to invest in brand positioning. In our work, we see businesses thinking about repositioning for many reasons. Sales might be declining. Your target audience may have shifted. You may have realized you’re targeting the wrong people. Your product roadmap has evolved. Competitors may have entered your space and you can’t seem to differentiate your value. Maybe, customers even perceive your brand as outdated or irrelevant. Over the past few years, we’ve seen a number of ecosystems overcrowding. As a...
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Positioning Strategy for High-Growth Tech Companies

Positioning Strategy for High-Growth Tech Companies

High-Tech Companies Have Banished the Word Brand Strategy I’m not sure when it happened. I only know it has. Brand strategy is no longer something the tech world is asking for. Well, let me be clear, they are still asking for it, they just aren’t using the term brand strategy. Positioning strategy is the new brand strategy, at least for high-growth companies where time is of the essence. I’ve felt the shift first hand. As a co-founder of an agency, I’m the person who takes the incoming calls from prospects looking for an agency. It used to be that I would patiently listen for the words...
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Brand Persona: Know Your Audience, Know Yourself

Brand Persona: Know Your Audience, Know Yourself

Do you know your target audience? We mean, not just whom you need to reach, but what they need, want, and feel? Do you know what makes them anxious, alarmed, or scared? Do you have any idea what they think? What fires them up? What they’ve tried before and liked, or completely failed? What makes them assured, calm, trusting, or confident and bold? Hmmm. Maybe you don’t know your target audience. At least not well enough to connect on a meaningful level. We recently read an enlightening blog post from Paul Graham, one of the founders of Y Combinator, the renowned start-up incubator. In the...
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