Brand Positioning Services
The best brands are built on a solid understanding of who they are and what they deliver. At Big Human, we use our brand positioning services to help you craft a memorable brand identity and frame a compelling narrative that connects with your target audience.
Our Role in Brand Positioning
Brand positioning is too important to just be a step in the branding process; it’s a foundation on its own. That’s why we offer it as a standalone service — helping your brand stay competitive, stand out in the marketplace, and leave a lasting impression on your audience. At our brand positioning firm, we streamline the brand positioning process to give you a direct, effective way to set your brand apart.
What is Brand Positioning?
Brand positioning is strategic storytelling. It defines how a brand wants to be perceived and highlights what sets it apart. The brand positioning process typically involves identifying the unique value proposition, key benefits, and characteristics that differentiate a brand from its competitors. The main goal is to carve out a distinct identity in the marketplace — one that resonates with the target audience and influences their decisions.
Brand Positioning Case Study
We used our brand positioning services to give Pavilion, formerly CoProcure, a strategic brand messaging framework. After a deep dive in discovery and a few workshops, we took what we learned to refine Pavilion’s unique selling points and tailor its messaging for two different types of customers — complete with tone of voice guidelines and audience-specific copy. Big Human’s messaging outputs helped establish Pavilion’s industry authority and position in the market, ensuring a cohesive brand story no matter the audience or channel.
Read the full case study here.
What Our Clients Are Saying
"The team was consistently easy to work with, responsive, and always game to innovate and find new ways to communicate our brand to the audience. The engagement was completed with brand guidelines that we continue to implement at conventions and sales events."
Joseph Piekarski, CEO at 1800Wheelchair
For our brand positioning agency to understand where you want your brand to go, we first need a clear picture of what already exists. That goes for both your company and across the industry. We dig into your offerings, competitors, and current market trends to find the best way to position your brand.
We work side by side with our clients. Our brand positioning services often include hands-on workshops, where we determine your unique value proposition, refine your messaging, and even explore names. These sessions help us build a brand that not only feels authentic but also reflects what you truly want and need.
There’s a lot that goes into the brand positioning process — your mission, vision, values, distinct selling points, and the relationship you want to have with your audience. Together, we use these pieces to define who your brand is and what it represents.
To give your brand a tactical communications strategy, Big Human strategists and copywriters draft full messaging systems that include your values, tone of voice characteristics, core messages, and ready-to-use copy. This unifies your brand and keeps it consistent across every platform and channel.
Our Brand Positioning Process
Every branding project is different, but our brand positioning process generally follows these key steps.
Research & Discovery
Big Human kicks off every project with a discovery phase. Here, we connect with stakeholders, dive into brand audits, analyze the market, and research the target audience to get a better picture of where your brand currently stands and where it can go. This step ensures everyone’s on the same page and understands the project’s needs.
Purpose & Values
Through collaborative workshops, we detail your brand’s mission and vision: its purpose, long-term aspirations, and overarching goals. We also identify core values (the principles your brand embodies) and attributes (the ways your brand demonstrates its values). This work shapes how your company operates, communicates, and connects with its audience — and sometimes, if it’s not already set, it can even inspire your brand’s name.
Unique Value Proposition
This is where we pinpoint what makes your brand stand out, whether it’s your values, features, pricing, or even the customer experience. We also outline how your product or service benefits your target audience and solves their problems.
Positioning Statement & Core Messaging
During this stage, we craft a brand positioning statement that sums up what you do, who you serve, and why it matters — all in a straightforward, concise way. Then, to create a consistent story, we build out the key messages that reinforce your brand’s position across different channels. We also characterize your brand’s tone of voice and how it might vary depending on the audience and context.
Visual Identity
For your brand to make an impact, you need the visuals to match. Big Human designers use our brand positioning work to create the visual components — logos, color palettes, typography, iconography, and more — that round out the brand identity, ensuring they align with the brand’s overall message.
Our Work
Brand Positioning Services at Big Human
It doesn't matter if you're launching a new brand or just redefining your market position — Big Human is here to help. Our leading brand positioning firm is ready to craft a brand identity that sets you apart. Discover more of our brand positioning work here, and if you're interested in collaborating, just reach out.
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Brand Positioning FAQs
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Why should you seek Big Human as your brand strategy and brand positioning agency?