Service & Phase: Brand
Brand Phase Chapter 4: Brand DNA
Deliverable: Brand Positioning
Get help creating an internal positioning summary that helps promote your brand’s value and market your consumers. This crucial step lays the foundation for how your brand is perceived both internally and externally, ensuring that everyone in your organization understands the unique qualities and advantages your brand offers. By clearly defining your brand’s value proposition and market positioning, you can effectively communicate your brand’s purpose and differentiate yourself in a competitive marketplace. This internal summary becomes a guiding document that supports consistent messaging and strengthens your overall brand strategy, ultimately helping you connect more deeply with your target audience and achieve long-term business success.
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Systematically Influence How Customers Perceive Your Brand.
Take initiative in your business and work with our world class team to define what your company is offering to the consumer. Through this, we can systematically establish how viewers see your brand and emphasize how it is different from others, especially in relation to the competition and the need to stand out from competitors.
Crafting a clear and compelling message is essential to shape customer perceptions and ensure your brand identity resonates with your audience. Building a strong brand identity is not a one time task, but an ongoing process that requires continuous attention and adaptation. Professionally define your company.
Did you know?
- 81% of consumers need to trust a brand to consider buying.
- 65% of consumers say a brand’s CEO and employees influence their decision to buy.
- 55% of brand first impressions are visual.
- Brand consistency can increase revenue by 10-20%.
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Core Brand Positioning Services
Competitor Research
Here, we analyze and understand how other brands in your industry present themselves to the market and their target audiences, including a close look at their brand position. This will help when it comes to doing the same for your business so we can make you stand out.
UVP Research
When conducting research on Unique Value Propositions (UVPs) in brand positioning, it’s important to focus on understanding what makes a brand stand out in the marketplace, including the brand’s unique qualities and identity. We will research current trends in the industry to understand what consumers are currently valuing, with particular attention to how superior quality serves as a key differentiator.
Customer Research
Customer research in brand positioning is crucial for understanding how your brand is perceived by your target audience, as well as researching your target customers to gather insights that help identify opportunities to differentiate your brand in the market.
We will segment your audience by identifying different customer segments based on demographics, psychographics, behaviors, etc., and by defining your target market, which will create buyer personas.
Brand Positioning Exercise
According to a Venn diagram we have curated, we will run a test to truly discover who your brand is and take it to the next level by asking key questions that guide the process. What does your company do best? What do your ideal customers want? What do your competitors do best?
Value Proposition
Working together, we will create a clear statement that explains how your services solve a customer’s problem, develop a strong brand message, highlight the specific benefits it delivers, and why it’s better than competing alternatives. This serves as a promise of value to be delivered to customers and is a key element of brand positioning.
Implementation
After deciding the value proposition and implementing the developed brand elements, we’ll take it from a conceptual statement to reality that influences all aspects of your brand’s operations and customer interactions.
Why is Brand Positioning Beneficial?
What world-class brand positioning can do for you:
- Supports long-term growth by establishing a strong foundation for the brand’s identity, reputation, and competitive advantage in the market, helping you achieve your business goals.
- Fosters customer loyalty and advocacy by creating strong associations and positive perceptions that resonate with the target audience.
- Creates consistency by communicating what it does and emotional benefits of how it makes customers feel.
- It helps a business stand out from competitors by highlighting unique qualities, attributes, or benefits that make it distinct.
- Strong brand positioning can lead to long-term financial stability and growth, which is essential to achieve long term success.
- A strong position in the market can also make it easier to expand into a new market or product category by developing strategies tailored to effectively compete and reach new audiences.
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The Proven Brand Positioning Process to Help Your Business Succeed
Our proven brand positioning process is designed to help your business stand out and connect deeply with your target audience. It involves a series of strategic steps that systematically build a strong brand position, ensuring your brand remains relevant and competitive in a dynamic market. This hands-on, step-by-step process guarantees a cohesive and effective brand positioning strategy that elevates your brand’s presence and drives business success.
01 | Brand Discovery
- The fundamental reason why the brand exists beyond making a profit. It defines the broader impact or contribution the brand seeks to make in the world.
- The principles and beliefs that guide the brand’s decisions and actions.
- The commitment or guarantee that the brand makes to its customers regarding the benefits and experiences they can expect from using its products or services.
- Target audience
- The human traits and characteristics that the brand embodies
- The narrative that conveys the brand’s history, evolution, and unique journey, which can resonate emotionally with its audience, and the development of a compelling brand story that differentiates the brand and supports overall branding and marketing strategies.
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02 | Market & Brand Research
- Surveys, questionnaires, and statistical analysis to gather numerical data and insights from a large sample size.
- Focus groups, in-depth interviews, and observational studies to explore attitudes, behaviors, and perceptions in-depth.
- Utilizing data from various sources
- Consumer Behavior
- Competitor Analysis, including analyzing how other companies position themselves in the marketplace.
- Market Trends
- Customer Insights
- Estimating the total market size, growth rates, and potential future trends to assess opportunities for business expansion, ensuring alignment with overall business strategy.
- Conducting thorough market research to understand consumer needs, behaviors, preferences, and market trends that could influence the brand’s positioning, with a focus on the particular industry your business operates in.
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03 | Exploration & Testing
- Defining the brand’s mission, vision, values, and unique selling propositions
- Gathering feedback on initial brand concepts, including brand name, logo designs, taglines, key messages, visual identity, and messaging, to evaluate their appeal and relevance.
- Distributing structured surveys to a broader audience to collect quantitative data on brand awareness, perceptions, and preferences.
- Testing how consumers interact with the brand across different touchpoints (e.g., website, mobile app) to identify usability issues and opportunities for improvement
- Experimenting with different variations of branding elements (e.g., website layouts, email campaigns) and testing creative solutions to determine which performs best in achieving desired outcomes.
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04 | Brand Positioning
The strategic process of creating a unique perception of a brand in the minds of the target audience relative to its competitors begins with developing a clear positioning strategy. It involves defining how a brand is different from its competitors and how it wants to be perceived by consumers as a well-positioned choice in the market.
- Target Audience: Identifying the specific segment of consumers that the brand aims to serve and resonate with.
- Differentiation: Highlighting unique features, benefits, or attributes that distinguish the brand from competitors and fulfill the needs or desires of the target audience, leveraging the benefits of effective brand positioning.
- Value Proposition: Communicating the key benefits and value that the brand offers to its customers, addressing both functional (what it does) and emotional (how it makes customers feel) aspects.
- Brand Personality: Defining the human characteristics and traits that the brand embodies, which help to create a distinct and relatable identity.
- Brand Promise: Making a clear and compelling promise to customers about the benefits and experiences they can expect when choosing the brand over competitors.
Crafting a strong brand positioning statement is essential, as it serves as an internal strategic tool that guides marketing efforts and ensures internal alignment around the brand’s unique value and positioning strategy.
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05 | Update Branding to Match the New Position
Develop new visuals, websites, and merchandise to showcase the newly created brand elements and create top-tier branding that resonates with your target audience. This includes designing logos, color palettes, typography, packaging, and other visual assets that reflect your brand personality and values.
Key activities to support this phase include:
- Designing cohesive visual identity elements that align with your brand positioning statement.
- Creating engaging digital assets such as website redesigns, social media profiles, and email templates.
- Developing branded merchandise that embodies your brand’s unique qualities and appeals to your customers.
- Crafting a multi-channel brand launch plan that includes timelines, responsibilities, and success metrics.
- Monitoring customer experience and feedback post-launch to identify opportunities for improvement.
- Conducting regular brand audits to ensure consistency across all touchpoints.
- Adjusting marketing campaigns and messaging in response to market trends and competitive landscape shifts.
- Leveraging proof points from customer testimonials, case studies, and performance data to reinforce your brand’s credibility.
- Fostering long-term growth by continuously refining your brand strategy to meet evolving business goals and customer needs.
By following these steps, you ensure your brand not only makes a strong initial impression but also sustains its competitive advantage and relevance over time.
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Develop The Most Successful Brand with Brand Positioning
Clear Messaging
Speak clearly to your target audience, bringing them back for more.
Earn Customer Loyalty
Understand your customers and build a brand that they truly love.
Captivating Visuals
Tap into the emotions of your viewers and highlight your products or services.
Brand Strategy
Implement your brand effectively, using the right calls-to-action.
87
of customers tend to choose brands that share their beliefs
36.5
of consumers stated that even if they can find cheaper options elsewhere, they will pay more for products or services of the brands that they are loyal to
80
of customers said they are more inclined to do business with a company that delivers personalized experiences
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More Branding Services
Explore more of our award-winning branding services, ready to help your business elevate your brand image and accomplish your long-term business goals.
- Brand Discovery Session
- Dedicated Brand Strategist
- Brand Blueprint & Roadmap
- BRJ Co-Founder Collaboration
- “Brand Discovery Tour”
- Brand Audit
- Ideal Customer Research
- Brand Research
- Leadership & Stakeholder Interviews
- Brand Positioning
- Brand Purpose: The “WHY”
- Brand Archetype
- Brand Personality & Attributes
- Brand Type & Hierarchy
- Personal Brand Blueprint for Key Executives
- Unique Value Propositions
- Tagline
- Brand Voice
- The “Elevator Pitch”
- Brand Story
- Brand Campaign Slogans
- Custom Logo
- Logo Suite
- Color Palette
- Typography
- Branded Textures & Patterns
- Icon Suite (20X)
- Logo Intro Animation
- Visual Brand Language System
- Online Tool Map: Brand Section
- Alternative Domain Research
- Social Media Handle Research
- Brand Campaign Domain Research
- Strategic Introductions (trademark, copyright, etc.)
09 | Execution & Assets
- Pass Approval
- Organization & Delivery
- Brand Rollout Asset
- Brand Assets (20X)
- Brand Asset Management System (BAM)
- Brand Activation Toolkit
- The Brand Guide
- Brand Foundations
- Messaging Guidelines
- Visual Identity Guidelines
- Brand Application & Activation
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Explore more of our award-winning content services, ready to help your business elevate your brand image and accomplish your long-term business goals.
01 | Content Discovery
- Content Discovery Session
- Content Blueprint & Roadmap
- Dedicated Content Strategist
- “Content Discovery Tour & Interviews”
02 | Content Research
- Content Audit
- Content Research
- Content Gap Analysis
- Trend Analysis & Content Opportunities
- Content Creative Brief
- Content Creation & Curation Checklist
- Content Optimization Checklist
04 | Creation & Editing
- Level Specific Content
- Content Creation & Editing (Custom)
05 | Implementation
- Content File Library
- Content Implementation & Styling
- Content Promotion & Distribution Plan (Multi-Channel)
- Content Governance Framework
More Build Services
Explore more of our award-winning website services, ready to help your business elevate your brand image and accomplish your long-term business goals.
- Build Discovery Session
- Dedicated Build Strategist
- Build Blueprint & Roadmap
- BRJ Co-Founder Collaboration
- “Build Discovery Tour”
- Octopus Sitemap Strategy
- Sitemap Implementation
- User Flow Map
- Future Sitemap Expansion Plan
05 | Page Layout
- Page Layout Strategy
- Page Layout Implementation
- Mobile Customization
06 | Online Tools
- Hosting + Security, Accessibility, & Speed
- Online Tool Map: Build Section
- Setup, Integration & Testing
- Tech Stack Training Materials
07 | Content Implementation
- Website Content Strategy
- Website Content Styling & Editing
- Content Creation & Curation
- Website Lead Magnets
- Dedicated Content Strategist
- Website Content Repurposing & Workflow Strategy
- Website Brand Implementation
- UX/UI Fundamentals
- Mobile, Tablet & Desktop Design Optimization
- Design System & Component Library
09 | Automation & Optimization
- Automation Checklist
- Optimization Checklist
10 | Launch
- Pass Approval
- Test Phase
- Pre-Launch Checklist
- Website Launch Execution
- Post-Launch Checklist
More Strategy Services
Explore more of our award-winning strategy services, ready to help your business elevate your brand image and accomplish your long-term business goals.
01 | Review & Training
- Growth Strategy Workshop
- Foundation Walkthrough
- Login & Access Review
02 | Post-Live Online Tools
- Hosting Review
- Security, Accessibility, Speed Review
- Growth Tool Checklist
04 | Intro to Grow
- Grow Membership Sign Up
- Momentum Checklist
- Big Red Jelly Academy
- Client Happiness Enrollment
05 | Rollout
- Internal Rollout
- External Rollout
- Template Library
- Execution Support
More Grow Services
Explore more of our award-winning grow services, ready to help your business elevate your brand image and accomplish your long-term business goals.
- Grow Discovery Session
- Dedicated Growth Strategist
- Dedicated Sales Strategist
- Dedicated Brand Strategist for Growth
- Grow Blueprint & Roadmap
- BRJ Co-Founder Grow Collaboration
- “Grow Discovery Tour”
02 | Grow Research
- Growth Audit
- Growth Research
- Growth Analytics Review & Research
03 | Strategy & Setup
- Account Access
- Growth Dashboard
- Weekly Progress Updates
- Monthly Reports
- Growth Review Sessions
- Quarterly Strategy Sessions
04 | Security, Accessibility, and Speed
- Website Security Checklist
- Website Accessibility Checklist
- Website Speed & Performance Checklist
- CMS Setup Checklist
- CRM Setup Checklist
- Grow Tools & Tech Stack Setup Checklist
- Blogs, Website Content, Pages
- Graphic Design & Social Posts
- Thought Leadership
- Video & Photo Production
- Keyword Research
- On-Site SEO
- Meta Titles & Descriptions
- Technical SEO Fixes
- Broken Link Fixes & Website Scan
- Header Optimization
- Site Speed Optimization
- Generative Engine Optimization
- Site Architecture Optimization
- International SEO Optimization
- Voice Search Optimization
- GBP Optimization
- Online Listing Setup & Management
- Link Building
- CRO
- Lead Magnets & Sales Collateral
- CRM Setup & Support
- Lead Generation & Nurturing
- AI Sales & Marketing Agents
- Referral Engagement Program
- Global Sales Enablement Strategy
- Brand Management, Activation & Refresh
- Review Management
- Brand Campaigns
- Leadership Personal Branding in Grow
- Customer Experience Management
- Marketing Strategy & Support
- Proactive Web Support
- Email Marketing Automation
- Social Media Strategy
- Newsletter Email Marketing
- Influencer & Partner Marketing
- Digital Marketing & Advertising
- Content Marketing
Say ‘Hello’ to Your New Team for Brand Positioning!
Are you ready to take your brand and your business to the next level? Let’s start developing and launching your brand today! To us, brand positioning changes the whole function of your business. Brand positioning will have higher conversion rates, customer rates, revenue, and success. So, your business identity is everything! It’s time to invest in your business with our comprehensive service, and we are ready to help you. As a full-service brand positioning agency, our team specializes in brand discovery, market/brand research, exploration, testing, brand positioning, and branding switch to match the new positioning. Contact us today and let’s take your company branding to the next level with our expertise in brand positioning!
Meet the Team
Why Choose Big Red Jelly for Brand Positioning Services?
So, why choose our team of experts to help take your company to the next level? Well, let us tell you!… Here at Big Red Jelly, we have a proven 10 step branding process. Through working with over 1000+ businesses around the world, we know what it takes to develop a world-class brand that stands out in a crowded market and crowded marketplace, captures the attention of potential customers, and rises above the white noise of today’s digital landscape. Our team includes a dedicated marketing team that collaborates closely with you to ensure internal alignment, branding consistency, and effective campaign development. We pride ourselves on working closely with your team and marketing team to collaborate, design, and bring your brand to life in a way that will help increase sales, enhance marketing efforts, advertising, and your business growth for decades to come.
Standing out in a crowded market and crowded marketplace is challenging, but our expertise in developing positioning strategies helps your brand achieve differentiation. Defining your brand’s identity is essential for recognition and trust. We provide real world examples of successful brand positioning to illustrate our approach and results. Our team’s efforts are designed to help you achieve your business goals and long-term success.
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