When we start any brand identity project its fundamental, we get a good idea of where the brand is positioned in the market before we start any design work whatsoever. Brand positioning is where we discover how the brand is intended to be perceived by its audience or consumers.

The following needs to be considered when developing brand positioning:

Define the companies products or services.
Define the voice of the company?
Who would the companies ideal customers be?
How does the company make its customers feel?
What is the tangible impact the company has?

When we have a clear understanding of the above, we can develop an appropriate and accurate visual identity. Let’s say we’re doing a brand identity project for a Dentist Practice called Value Dental and we’ve developed a basic brand positioning statement; it might sound something like the following.

Value dental provides all forms of dentistry to working class families in a homely environment, helping them feel confident while saving them money.

So based on this we could start getting an idea of how the brand needs to be portrayed to its audience and steer us in a solid direction with clarity. This helps us further eliminate the possibility of going off brand.

Brand positioning breakdown.

The product or service
This is a dentist that has a focus on convenience by not limiting themselves to a single branch of dentistry. So it aims to serve a large group of people.

The ideal client
This will be a preferred dentist that can serve the whole family, toddlers, teens and adults from all walks of life.

The voice
The brand tone needs to sound homely. It needs to sound approachable and inviting.

The feeling
The brands imagery should tell the story of how the customer feels after interacting with it, positive, happy people of all ages with big smiles.

The impact
The brand is aimed at the money conscious middle class.

Once we’ve defined all of the above we can take these insights to the studio and start developing the brands visual identity with a clear direction, giving us the best chance of producing a memorable brand