Pillar 01 · Brand Positioning

Who you are.
And where you take place.

Before a brand gets loud, it has to be clear what it stands for. At the end there is a paper on the table that content, events and partners follow.

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3
Questions

Where you take place, which lifestyles, which communication.

V-C-I
Vision, Culture, Image

Answers who you are and what you stand for.

3
Corners of the Magic Triangle

Reach, Trust and Engagement as one system.

Three steps, one loop

Step 01.
The foundation.

BRAND POSITIONING01Who you are. And where you take place. BRAND AWARENESS02Get seen. And stay in the conversation. BRAND ENGAGEMENT03People join in. And recommend you. LOVE BRAND ✦
Builds on
Nothing. Every collaboration starts here: with three questions and one paper.
Leads to
Brand awareness: once the positioning stands, every channel pays into the same brand.

What belongs in this step

Four building blocks.
One result.

01
Positioning and audiences
Who you are, for whom, against whom.
02
Language and design
How you sound and how you look.
03
Brand-building concept
Campaign plan and quarterly roadmap for growth.
04
Research
Point of sale, channels, competition, trends.
✦
One sentence everyone gets.
Inside and out. The paper everything follows.

What you get

Three things,
in writing.

01
Positioning paper
Written and agreed.
02
Brand-building concept
For maximum growth.
03
Campaign plan
With quarterly roadmap and research document.

The common thread

The same three formats.
In every step.

In positioning they are set up. Below you see what they do in this step.

01 POSITIONING 02 AWARENESS 03 ENGAGEMENT Content & Communication Events Collaborations

The three formats

Three formats.
One brand.

Click a format to see levers and an example.

Positioning, brand core, language and design. Plus content formats that tell the brand.

  • ✦ Positioning and audiences
  • ✦ Language and design
  • ✦ Content formats

For examplethree recurring Instagram formats for education, trust and authenticity, plus LinkedIn, newsletter and PR.

Three questions we answer with you
  • ✦ Where does your brand take place? Places, formats, touchpoints.
  • ✦ Which lifestyles do you play? The people and communities you belong to.
  • ✦ Which kind of communication does your brand choose? Language, tone, channels.
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Launch events and formats that make the positioning tangible for the first time.

  • ✦ Launch events
  • ✦ Format development

For examplea launch night where customers, press and community experience the new product first.

Product and partner collaborations that sharpen what the brand stands for.

  • ✦ Product collabs
  • ✦ Partner fit

For examplea limited edition with a partner who stands for exactly your values.

VegeanFuture MapsJanne isst veganCampus TölzTijen Onaran · rebranding to MUThey hey studiosHöhle-der-Löwen-Startups · Rebranding

First the brand, then the stage.✦

What fits in The Plus Club →

FAQ

Questions people
ask us.

Answered briefly. Click a question.

What is brand positioning?
The first step in building a brand. Before a brand gets loud, it has to be clear what it stands for: who you are, for whom, against whom, how you sound and how you look. At the end there is a positioning paper on the table that content, events and partners follow.
What does brand positioning include at grw+?
Four building blocks: positioning and audiences, language and design, a brand building concept with campaign plan and quarterly roadmap, plus research on point of sale, channels, competition and trends.
Where does brand positioning start?
With three questions: Where does your brand take place, meaning places, formats, touchpoints? Which lifestyles do you play, meaning the people and communities you belong to? Which kind of communication does your brand choose, meaning language, tone, channels? Behind it stands V-C-I: Vision, Culture, Image.
What do we get at the end?
Three things, in writing: a positioning paper, a brand building concept for maximum growth and a campaign plan with quarterly roadmap and research document.
How long does it take?
The way in is the strategy sprint: one day with your leadership team. Then delivery as a 90-day pilot, and we scale what works.

In short

Brand positioning
Step 01. Who you are, for whom, how you sound and look. Result: a positioning paper that content, events and partners follow.
Love brand
A brand people love and recommend without being asked.
Brand pillars
Our three steps: brand positioning, brand awareness, brand engagement.
Strategy sprint
One day with your leadership team. Result: positioning and roadmap.

Let's talk

Your brand deserves
a composition.

Book a free call

Or write directly: sophie@grwplus.com