Brand Consulting
Brand positioning
Brand positioning is the specific place a business claims in a customer's mind, the reason they choose it over every other option at the same price.
In practice at Covorn
We test positioning against real buyer conversations before it goes anywhere near a design brief, then write it down as a single statement the whole team can use consistently, in a pitch, on a landing page, or in a hiring conversation.
Part of Brand ConsultingWhere this sits in the framework
- Define
When you need this
- Prospective customers ask what makes the business different and nobody has a short answer.
- Sales relies on discounting because there is no other argument to make.
- The business has expanded or pivoted and the old positioning no longer fits what it actually does.