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Brand Positioning

The focus for a brand is in 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.

How Are you Positioned in the Marketplace?

GRAYBOX works with businesses to determine where you fit into the marketplace and what the opportunities are for success based on your goals.

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 to 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.

Digital Landscape Analysis

Look­ing broad­ly at the dig­i­tal land­scape takes into account who else you should be look­ing at beyond your direct com­pe­ti­tion so that you’re reach­ing for the right goals giv­en your cus­tomers’ attention.

Customer Personas

Under­stand­ing who your cus­tomers are — or should be — is crit­i­cal in find­ing the right ones for your busi­ness. Iden­ti­fy­ing and cre­at­ing accu­rate buy­er per­sonas will open oppor­tu­ni­ty as the busi­ness grows.

Unique Value Proposition

GRAYBOX helps you iden­ti­fy what your true dif­fer­en­tia­tor is so there’s focus and align­ment on what makes your busi­ness different.

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