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Brand positioning agency

A brand positioning agency will give you access to a full arsenal of tools to define and establish your position in the market. At Lane, our toolbox is fully stocked.

Brand positioning, what’s that?

It’s the process of positioning your brand in the mind of customers. More than a catchy tagline of jazzy logo, brand positioning is the strategy that can help your business stand out from the rest – it pays to get the lead in a competitive market


Find out more about our brand positioning services

Still have questions about how brand positioning and strategy can help you build your brand? Drop us a note and one of our team will get back to you.

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What can I expect from Lane?

We specialise in crafting distinctive, compelling brand identities that resonate.

Laying the groundwork
Together, we develop your brand positioning wheel to understand how you want to be perceived and understood.

Make it a reality
We use your wheel to develop a suite of distinctive brand assets which build memory structures in the minds of potential and current customers.

Our tailored packages give you your pick of brand strategy and positioning services.

What will it be?

Ready to unveil your brand’s true essence and showcase your values, personality and unique selling points? We offer three service packages, each designed to effectively position and build your brand.
Unleash your inner-Goldilocks to find the one that fits just right.

Choose your perfect package

The Foundation

This package includes:

  • Brand Workshop
  • Brand Report with Brand Wheel

Our brilliant basics-level service is for the brand that wants consistency and growth. It’s the solid base on a budget – with none of that budget service.

We’ll deliver a comprehensive brand workshop, detailed brand report and brand wheel, highlighting your values and personality. Your wheel will also include benefits and substantiators, as well as a brand proposition and essence (your brand DNA distilled into a few short words).

Armed with a brand essence, you can connect to customers on an emotional level.
A top-notch essence is:

  • Memorable
  • Distinctive
  • Relevant
  • Emotionally resonant
  • Aligned with your core values

The Breakthrough

This package includes:

  • 4Cs analysis and insight
  • Distinctive brand asset review, competitor analysis and perceptual mapping
  • Brand workshop
  • Brand report and brand wheel, mission and vision development, tone of voice and messaging suite

One for brands looking to elevate their market position. If you’re about to make a significant investment in promoting your brand, this will ensure you’re putting your most effective foot forward.

Starting with a 4Cs insight, our team will have a solid understanding of your Company, Customers, Competitors and Culture.

We then review your distinctive brand assets and recommend improvements. You’ll get a perception map to identify your current place against your competitive set.

After all this planning, it’s time for your brand workshop, where we nail what makes your brand distinct, memorable and motivating to your audience. You’ll receive a comprehensive brand report and brand wheel, as well as your brand’s mission and vision.

Finally, we’ll develop your unique tone of voice and messaging suite to make sure everything you say is clear, consistent and motivating.

The Transformation

This package includes:

  • 4Cs analysis and insight
  • Internal and external audit
  • Distinctive brand asset review, competitor analysis and perceptual mapping
  • Brand workshop
  • Brand report and brand wheel, mission and vision development, tone of voice and messaging suite, target audience segments and personas, distinctive brand asset thought starters, brand activation thought starters

Our enhanced package with all the bells and whistles for brands seeking a complete transformation.

It includes everything from our Foundation and Breakthrough packages, with an additional planning phase where we’ll collect insight from a cross section of people within the business, and key customer segments to understand how your brand is currently performing.

As part of your Transformation, we’ll work with you to develop key Audience Segments and can turn these into creative Pen Portraits. Our Creative Team will take your brand positioning and strategy and develop initial thought starters for distinctive brand assets to connect with your audience, and brand activations to promote your new positioning.

Stand out in a sea of samenes

The last thing you want for your brand is to get left behind.
In an ever-evolving marketplace, we’ll work with you to build your brand and capture the hearts and minds of your audience.


Your questions answered by a brand positioning agency

We’ve covered some of the usual things we get asked about brand building, positioning and strategy.

It’s the process of establishing the identity and value of a product or service in the mind of the consumer. A strong brand positioning helps customers recognise and remember a brand, differentiate it from competitors and develop loyalty and trust – all that good stuff.

Brand positioning helps define an organisation’s purpose and values, and can be used to establish a competitive advantage. It’s an essential part of an organisation’s overall marketing strategy as it helps inform overall brand experience and create a lasting impression on customers.

It’s a succinct way of expressing your brand’s value proposition. A great brand positioning statement is a balance of aspiration and reality to create a clear image of your brand in customers’ minds. An integral part of any marketing strategy, it provides clear direction moving forward.

When creating a brand positioning statement, we’ll help you consider the following, while bringing in an outside view and rationale:

  • Who are we talking to?
  • What is your product or service category?
  • What is the benefit of your product or service?
  • How can we substantiate that?

Companies with a clear value proposition can set themselves apart from competitors, but more importantly provides value to customers.

Happy with your brand positioning and want to understand your brand purpose? Check out our brand purpose statement guide.

When we’re developing a brand positioning, we look for five things.

Is it:

  • Memorable?
  • Distinctive?
  • Relevant?
  • Emotionally resonant?
  • Reflective of core values?

To use the brand positioning effectively, it needs to be communicated clearly, frequently and consistently across all channels. We use the brand wheel model to help capture brand positioning clearly.

Often referred to as a perceptual map, this is a visual tool used in marketing to display consumer perceptions of competing brands in a specific market. It plots brands on a two-dimensional grid based on chosen attributes, which allows us to identify gaps and opportunities within the market.

By evaluating a brand’s position in relation to competitors, we help clients develop targeted strategies to differentiate and strengthen their brand image, which can enhance consumer appeal and market share.

A brand positioning statement is a concise declaration of a brand’s unique value proposition and target audience. It serves as a strategic guide for marketing activities and helps ensure consistency in messaging. By clearly articulating the brand’s purpose, benefits and differentiation from competitors, a well-crafted positioning statement helps establish a strong brand identity, fostering customer loyalty and ultimately driving business success.

We usually prefer to use a proposition as part of a brand wheel, or we develop a brand purpose statement. With a brand wheel, it shows benefits driven proposition within the context of a wider brand strategy.

This is a structured approach to defining and articulating a brand’s unique value proposition within a set market. Typically, it’s made up of key components such as target audience, brand essence, benefits and points of differentiation.

By systematically addressing these elements, we use a brand positioning framework to help clients establish a clear and compelling brand identity, enabling them to communicate effectively with consumers, be distinctive from competitors (and therefore more memorable and buyable) – all with the end goal of achieving a stronger market presence.

We use a brand wheel as our key brand positioning, or brand strategy framework.

This is a pre-defined outline used by businesses to develop and articulate their brand’s unique value proposition in a consistent and structured manner. It’s usually made up of key components such as target audience, brand essence, benefits and points of differentiation.

By following a standardised template, businesses can efficiently craft their brand positioning statement, ensuring clarity and coherence in their messaging, which in turn helps to establish a strong brand identity to distinguish themselves in a competitive market.

All of our brand propositions are developed on an individual basis – we don’t use a templated approach.

There are several strategies that can help businesses differentiate themselves in the market. These include:

  • Value-based positioning – Emphasises the cost-benefit proposition, focusing on price, quality and features.
  • Benefit positioning – Highlights the key advantages or solutions the brand offers to customers.
  • Competitor-based positioning – Positions the brand as superior to or distinct from competitors.
  • Attribute positioning – Focuses on unique product characteristics or features.
  • Lifestyle positioning – Aligns the brand with a specific lifestyle, culture or consumer group.

These strategies help businesses establish a strong brand identity and connect effectively with their target audience.

When brand building, we usually lean into a benefits-driven brand positioning, however we develop each proposition to fit the unique needs of the brand in question.

Brand positioning is crucial for businesses because it shapes consumer perceptions and establishes a clear, unique identity within a competitive market. By effectively communicating the brand’s value proposition, benefits and points of differentiation, businesses can foster customer loyalty and drive preference.

Additionally, our well-defined brand positioning strategies provide a solid foundation for marketing and product development efforts, ensuring consistent messaging and focused decision-making, contributing to long-term business success.

Crafting a strong brand starts with a strong foundation – what’s your brand strategy?

From there, you can establish a compelling and distinctive brand identity, anchored by a unique selling proposition that sets you apart from competitors. A well-defined target audience allows for tailored messaging that resonates on a deeper level, fostering enduring loyalty.

Consistency is paramount; ensure that your visual and verbal communication adheres to a cohesive brand style, instilling a sense of familiarity and trust. Then, develop an authentic brand story that encapsulates your values and ethos, fostering emotional connections with your audience.

Embrace a customer-centric approach, focusing on delivering incredible experiences at every touchpoint. Encourage brand advocacy by building a community of supporters, employing user-generated content and testimonials to bolster credibility.

Lastly, consider leveraging data-driven insights to optimise your strategy and stay ahead of industry trends, ensuring your brand’s continued success and growth.

If you’re not sure what challenge you’re trying to overcome, you might want to consider conducting a brand analysis first to get a better handle on what you need to do to build and grow your brand.

Got a burning question?

Whether it’s on brand positioning, strategy or something else, drop us a note and we’ll get back to you.

Contact Us

Give us a call, or complete the form. We’ll put the kettle on and by the time you get here we’ll already be thinking about your business.

+44 (0)131 551 7777