Brand positioning and comms
You can build compelling and relevant propositions; but if you rely on internal opinions over consumer insight, your brand positioning won’t connect and you’ll fail to land messages at the right time – putting your investment into brand and comms at risk.
We’re here to help remove that risk.
Improving brand health
We help brands close the gap between how they think they’re perceived and how audiences actually feel. Through brand tracking and health studies, we identify where your brand positioning fails to connect.
Focus groups, co-creation sessions and our Big Qual approach then help us understand what’s not landing – and how to sharpen the way your positioning comes to life.
Landing messages across the funnel
The messages that bring people into the funnel are different from those that drive conversion. We advise brands on the right messaging hierarchy at every stage, helping you:
Stop
Break people out of autopilot.
Secure
Convince them your product or proposition can deliver.
Pay-off
Deliver an emotional or immediate reward that drives conversion.
We use ethnographic and exploratory qualitative methods – Consumer Journalism, Big Qual and in-depth interviews – to understand what genuinely connects. Our conjoint approach then quantifies the impact different messages have on consideration, spend and frequency.
Our experience
We diagnose and optimise positioning and comms to help brands connect with their consumers. Here’s just a few examples of our work.
Frequently asked questions
What makes a strong brand positioning?
A strong brand positioning focuses on a clear target audience, and communicates a relevant tension that the brand delivers against. The best brands ensure this is a key point of difference in the market, and delivers on an emotional and functional level. This is supported by tangible proof points – reasons to believe – that convince consumers the brand can deliver on their promise.
How do you test brand positioning with consumers?
We use exploratory qualitative approaches such as online groups to unpick creative ideas, and Big Qual to gauge individual in-the-moment reactions. We partner this with quantitative surveys to size and diagnose reactions, utilising A/B tests and conjoints where required to measure the impact across the funnel. We also call on our panel of specialists to understand different cultural perspectives. Across this, we leverage emotional projective tools, such as GIFs and memes, to understand the emotional response.
Once established, we can then help develop and test how to execute this in comms, and diagnose and track how the brand positioning performs over time in ongoing studies.