Brand Positioning

A First Step to Strategic Communications Success

If you’re an early-stage lifestyle e-commerce business founder with ambitious plans to scale, you’re in the right place.

With this brand communications framework we’ll set the foundations for efficient brand growth. This is a brand positioning with a difference — we’ll take or define what your brand stands for and then go one step further, asking the question: “So, what?”.

We’ll cover the core elements — your vision, mission, values & brand pillars — but then we’ll do what most brand positionings don’t do. We’ll set out how it applies to key marketing channels, turning your positioning into a plan for brilliant marketing and communications that builds your business in a way that’s true to your values AND delivers against business objectives. You’ll come away with a clear and concise framework that is robust and most importantly — really exciting!

When you have a clear brand positioning, you’ll be able to…

1. Easily communicate how your business is unique and why you’re different to the competition.

2. See exactly how to increase awareness in a way that feels authentic to your values.

3. Elevate your storytelling in line with your premium positioning, whilst being clear on the most compelling reasons your customers should buy from you.

4. Inspire & engage a loyal community, so your customers become your best advocates.

Is this brand positioning package for me?

This strategy is for ambitious founders of small but growing direct-to-consumer lifestyle businesses. You might be newly launched or in need of a re-set.

You know the importance of brand and have your product and visual identity sorted, but…

1. You’re making marketing decisions based on gut instinct, so your partners and team can struggle to ‘get it’.

2. You find it hard to articulate what is unique about your business in one simple sentence.

3. Your ambition is to build a brand that customers really want in their life, and don’t just need.

4. You’re making sales but want to understand what unites your customers and where to find more of them.

Do I really need a brand positioning framework?

It goes without saying that being a founder requires a lot of hard work. But without a brand communications framework it’s even harder, because you’ll end up:

1. Spending money on marketing tactics that aren’t contributing to sales growth.

2. Wasting time explaining to marketing and PR partners why their plans don’t align with your vision.

3. Missing opportunities that would grow your business.

4. Generating coverage and partnerships that are off-message or aren’t making a difference to your sales.

5. Failing to secure lucrative and valuable partnerships because you’re not clear why your business is unique.

My credentials

I’ve got 15 years of expertise building global consumer brands in the travel, e-commerce and lifestyle space. I’ve worked for the founders & creative directors of some of the UK’s leading brands, including Tamara and James Lohan, founders of Mr & Mrs Smith, the travel club for hotel lovers, where I was Head of Global PR, and Kuba Wieczorek, co-founder of sleep brand Eve Sleep — the fastest retail company ever to IPO in the UK, where I was Head of Communications (UK and Europe).

Most recently, in my four years as Head of Communications at heritage British luggage maker Antler I was brand lead on marketing campaigns and part of the senior team, alongside the UK MD and global CEO, involved in its most recent brand repositioning, working with a New-York based creative studio whose portfolio includes work for Adidas, Apple, Burberry, Hunter, Prada and Roland Mouret.

What this brand package isn’t

This isn’t a brand identity — this is not about a visual redesign. We will discuss visuals where it’s relevant to communications positioning, but this isn’t about changing your logo, brand colour palette or setting a creative direction — our focus is firmly on communications and key messages.

Interested?

I’d love to find out what your main communications challenges are, and your biggest ambitions. Book in for a consultation call — you can find a time that suits you in the calendar here