Positioning strategy narrows the focus

Positioning strategy defines where your company or products fit in category. As a marketer, you know you can’t be all things to all people. With positioning strategy as a foundation, your brand identity design, marketing message and chosen communication tools will connect with your target audiences.

In our work we establish positioning strategy first, before we start the design process. Solid positioning guides design style and design elements. It’s founded on what’s known about the company, the industry and category. It’s framed by what’s offered. The connection with the audience is reflected in positioning.

Here’s an example.

When we rebranded Pumilite Building Products, we met with leadership, talked to key customers and suppliers, and interviewed staff. As a supplier of hardscape, brick and stone products, key audiences were architects and contractors. Homeowners were a smaller audience.

We uncovered key points that separated Pumilite from the competition:

• Pumilite was the only provider of pavers and hardscape products that did not manufacture their products. They were a distributor only.
• Customers raved about their quality of service, how they would bend over backwards to place heavy product right where it was needed, and make sure everything was delivered as ordered.
• As an experienced source, they chose the best products for each contract.
• Their exceptional service extended to homeowners. They helped them plan outdoor hardscaping projects and buy the right amount of product.
• In addition, the competitor’s identity systems were simple. Our goal was to stand out with a different look.

The final logo design is shown above. Personal service is the essence of the design, and the brand promise of “Better attitude. Best selection.” emphasized what separated Pumilite from others. The positioning strategy came to life.

The colors, illustration and layout of the new website reflected the industry, the sophistication of the products and service. The emphasis was on Masonry and Hardscape materials. In fact, as part of the redesign, the company changed from Pumilite Building Products to Pumilite Masonry + Hardscape.

With positioning strategy defined, our focus for design and communications was clear. An emphasis on service–making choices easier for all customers–was essesntial. And simple yet detailed specifications on the website were part of the final layouts.

Positioning–messaging and design–is an essential part of our brand optimization process. Read more about positioning on our website.

Use our positioning worksheet to find your focus and positioning strategy.