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Brand positioning agency

A brand positioning agency gives you access to a full arsenal of tools to define and establish your position in the market.

In today’s competitive market, your brand’s positioning is essential to stand out and thrive. As a brand strategy agency, we specialise in crafting distinctive, compelling brand identities that resonate with your target audience and set you apart from the competition.

Starting from a strong foundation, we’ll develop your brand positioning wheel with you, to understand how we want the brand to be perceived and understood by the target audience. This means we can develop a suite of distinctive brand assets, which build memory structures in the mind of potential and current customers.

Our tailored packages ensure that you receive the brand strategy and positioning services you need to elevate your brand’s presence and achieve your goals.

Define Brand Positioning

Brand positioning is the process of positioning your brand in the mind of your customers. More than a tagline or a fancy logo, brand positioning is the strategy used to set your business apart from the rest.


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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Brand Positioning Services for Maximum Impact

Our services are designed to unveil your brand’s true essence, showcasing its values, personality, and unique selling points. By leveraging the brand wheel model, we dig deep into your brand’s core to develop a strategic plan that captivates and entices your target audience.

Choose the Perfect Positioning Package to Empower Your Brand

We offer three distinct service packages, each designed to to effectively position and build your brand.

Option 1: The Foundation

This package includes the following services:

  • Brand Workshop
  • Brand Report with Brand Wheel

This brilliant basics level service is ideal for brands seeking a solid foundation. As a brand positioning agency, we’ll facilitate a comprehensive brand workshop and deliver a detailed brand report with a brand wheel, highlighting your brand’s values and personality. The brand positioning wheel also includes your brand proposition and essence (the DNA of your brand distilled into a very few short words), as well as the benefits and substantiators.

By developing your brand essence, we’ll help you connect with your customers on an emotional level. Your brand essence will be:

  • memorable
  • distinctive
  • relevant
  • emotionally resonant
  • aligned with your core values

This is the best option for marketers on a budget, wanting to lay the foundations for brand consistency and growth.

Option 2: The Breakthrough

This package includes the following services:

  • 4Cs Analysis & Insight
  • Distinctive Brand Asset Review, Competitor Analysis & Perceptual Mapping
  • Brand Workshop
  • Brand Report & Brand Wheel; Mission & Vision development, Messaging Suite, Tone of Voice

Recommended for brands looking to elevate their market position, this package delves into in-depth insights and analysis. Starting with a 4Cs insight, it gives our team a solid grounding in your business, looking at the Company, Customers, Competitors & Culture.

We’ll conduct a review of your distinctive brand assets and make recommendations for improvement. You’ll get a perceptual map to identify distinctive positioning for your brand to occupy against your competitive set.

The second stage after planning is the brand workshop, where we’ll dig into what makes your brand distinct, memorable and motivating to your audience.

You’ll receive a comprehensive brand report with brand wheel, as well as your brand’s mission & vision.

The final stage is to develop the messaging suite, and tone of voice guidance to ensure your communications and clear, consistent and motivating.

If you’re about to make a significant investment in promoting your brand, this package ensures you’ll be putting your most effective foot forward.

Option 3: The Transformation

This package includes the following services:

  • 4Cs Analysis & Insight
  • Internal & External Audit
  • Distinctive Brand Asset Review, Competitor Analysis & Perceptual Mapping
  • Brand Workshop
  • Brand Report & Brand Wheel; Mission & Vision development, Messaging Suite, Tone of Voice, Target Audience Segments & Personas, Distinctive Brand Asset Thought Starters, Brand Activation Thought Starters

Our enhanced package is designed for brands seeking a complete transformation. It includes everything from Foundation & Breakthrough, plus an enhanced planning phase where we’ll get insight from a cross section of within the business, and key customer segments to understand how the 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 for your team to use. Our Creative Team will also look at the positing and strategy of the brand, and develop initial thought starters for Distinctive Brand Assets to connect with your audience, and Brand Activations to promote your new positioning.

Take the First Step Toward a Stronger Brand Positioning Today

Don’t let your brand be left behind in an ever-evolving marketplace. With our expert guidance, we’ll work together to build your brand to its full potential, capturing the hearts and minds of your audience. Choose the perfect brand positioning agency package for your brand and contact us today to start your brand’s transformation journey.

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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Sign up to Lane newsletter(Required)

Your Questions Answered by a Brand Positioning Agency

Here are some key questions we get asked about brand building, positioning and strategy.

What is brand positioning?

Brand positioning is the process of establishing the identity and value of a product or service in the minds of the consumer. It is important for an organisation to have a strong brand positioning as it helps customers to recognise and remember the brand, differentiate it from its competitors, and develop loyalty and trust.

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

What is a brand positioning statement?

A brand positioning statement is like a lighthouse, guiding customers towards the value that a brand can offer. It’s a beacon of words, pulling together the brand’s value proposition in a succinct way. Crafting a brand positioning statement is an art, balancing aspiration and reality to create a clear roadmap for customers to navigate. It’s an integral part of any brand’s marketing strategy, providing a clear direction for the brand to move forward.

When creating a brand positioning statement, we’d help you to consider the following:

  • 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?

Working with a brand positioning agency like ourselves can help answer these questions, and bring an outside view and rationale to the answers.

Companies with a clear value proposition set themselves apart from competitors, but more importantly provides their brand’s value to customers.

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

What makes an effective brand position?

When we’re developing a brand positioning we look for five things. Is it:

  1. memorable?
  2. distinctive?
  3. relevant?
  4. emotionally resonant?
  5. 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 our brand positioning clearly.

What is a brand positioning map?

A brand positioning map, which we often refer to as a perceptual map, 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 to develop targeted strategies to differentiate and strengthen their brand image, which can enhance consumer appeal and market share.

What is a brand positioning statement?

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 assists in establishing 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 a benefits driven proposition within the context of a wider brand strategy.

What is a brand positioning framework?

A brand positioning framework is a structured approach to defining and articulating a brand’s unique value proposition within a set market. Typically, it is 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, stand out as distinctive (and therefore more memorable and buyable) from competitors, and with the end goal of achieving a stronger market presence.

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

What is a brand positioning template?

A brand positioning template 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 generally comprises essential elements 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 and distinguish themselves in a competitive market.

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

What are the different types of brand positioning?

There are several types of brand positioning strategies that businesses can adopt to differentiate themselves in the market. Some common types include:

  1. Value-based positioning: Emphasises the cost-benefit proposition, focusing on price, quality, and features.
  2. Benefit positioning: Highlights the key advantages or solutions the brand offers to customers.
  3. Competitor-based positioning: Positions the brand as superior to or distinct from competitors.
  4. Attribute positioning: Focuses on unique product characteristics or features.
  5. 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.

Why is brand positioning important?

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.

How do you build a brand?

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.

Or, hire us to do it all for you!

Where do I start with brand positioning?

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.

Want an experienced positioning agency to help you build your brand?

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