Branding
Write a positioning statement your team can use
Positioning guides what to emphasise and omit. It should inform headlines, sales introductions and content decisions.
Put it into practice
- Name the audience.
- Describe outcomes plainly.
- Support differentiation with evidence.
Begin with material customers already encounter: your website, enquiry replies, proposals and service experience. Compare those touchpoints with the promise you want people to remember. The aim is a system your team can use consistently, not an isolated design presentation that becomes difficult to maintain.
A practical example
A studio focused on independent hospitality has clearer direction than one promising innovation for everyone.
What to measure
Ask colleagues to explain the business consistently.
Internal positioning is not necessarily an advertising slogan.
Your next step
Choose one action from the checklist and assign a person to complete it. Record the current situation, the change you intend to make and the evidence you will review. Set a review date that gives the change enough time to produce useful observations. Keep what works, adjust what does not and note anything the data cannot yet explain.