The focus of a brand is on its positioning. Where a brand sits in marketplaces is the nexus of who your customers are, what motivates them, and what the unique value proposition is compared with the competition.

Brand positioning is a key to knowing where your business fits into the broader landscape. From that place of knowledge, GRAYBOX can help you leverage it to craft a message, design, and experience, or build an experience that targets the right users online.

We are often engaged at the beginning stages of a larger marketing initiative or digital design and build a project to help define what a brand’s position is and to drive better decision-making down the road. This is sometimes as easy as having a few conversations with senior leadership and putting down into words what was said. Often, that's simply not possible. A brand’s position strikes at the core essence of what the brand is and is often more nuanced. GRAYBOX works to cut through it all and work collaboratively with our client-partners clear it up.

The end deliverable in a brand positioning is strikingly simple and should be both tangible and easy to explain. Our process for determining your brand positioning focuses on in-depth discovery and information gathering — there’s a tremendous amount of effort that can go into distilling something down to that level and involves a few components:

- Customer Personas - we build actionable personas to get a solid understanding of who you are targeting.- Digital Landscape Analysis - GRAYBOX looks at the direct competition as well as more broadly at the digital landscape to see how you fit into it.- Unique Value Proposition - this is your secret sauce and the kind of thing that can make or break how you and your customers think of your brand.

GRAYBOX facilitates a collaborative process that includes workshops, detailed discussions, and oftentimes primary or secondary research to get a clearly articulated brand position that your company can rally around and drive better decisions.