Service · Brand positioning and comms

Land your message with confidence.

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 in brand and comms at risk. We’re here to help remove that risk.

What you walk away with

A diagnosis of where your positioning is - and isn't - connecting

A clear messaging hierarchy across the funnel

Evidence-backed creative and comms recommendations

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Improving brand health

Close the gap between how you'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.

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Landing messages across the funnel

Right message, right moment, right outcome.

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, secure and pay-off.

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Methods

Ethnographic depth, quantified impact.

We use ethnographic and exploratory qual 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.

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Our experience

Diagnosing and optimising the work that lands.

We diagnose and optimise positioning and comms to help brands connect with their consumers. Recent work spans L&G social creative, Deliveroo Hyper-Locality, BT messaging, Costa brand edge, TGG creative development and the Big Issue Christmas campaign.

FAQs

Questions buyers ask us.

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 deliver 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 qual approaches such as online groups to unpick creative ideas, and Big Qual to gauge individual in-the-moment reactions. We pair 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 (e.g. GIFs and memes) to understand emotional response. Once established, we can then help develop and test how to execute this in comms, and diagnose and track how the positioning performs over time in ongoing studies.