So, you want to build a brand that stands out, makes an impact, and sticks in people’s minds like the chorus of that one catchy song you can’t stop humming? Well, buckle up, friend. It’s time to create a brand positioning so unique, people will wonder how they ever lived without you.
But hold on a second! Before you jump in and start shouting your brand’s name from the rooftops (maybe don’t do that just yet), you’ve got some heavy lifting to do. Let’s dive into the art of building a brand that’s not just another face in the crowd.
Start with audience personas: get to know your tribe
Think of audience personas as your brand’s besties. They’re the ones you need to know inside and out before you launch any branding campaign.
Audience personas are detailed descriptions of your ideal customers. You’ve got to understand their desires, their pain points, what makes them tick, and what makes them ick. Are they a busy mum looking for easy solutions? A tech-savvy entrepreneur craving the latest gadgets? Someone who loves sustainable products and hates fast fashion? Get crystal clear on who these folks are, and suddenly, your messaging will feel tailor-made for them. No more shouting into the void…
Case study:
Naked Health came to us for a rebrand (formerly Companion Health). They’re a mental health app with tangible cards that offer immediate solutions to anxiety and panic that offer a bit more than the traditional “breath and count to ten”. The founder already had a big personality and spoke from personal experience about anxiety, so he knew exactly who is audience was. As always we triangulated our data; client insights, industry research and reviews directly from their audience. From here we were able to paint a picture of who their three personas are; Rosie (Gen z), Noah (Millenial)
The three P’s
We believe there are three things that make a brand truly unique; people, product or personality. Which you chose can change the whole way the business works, if you’re looking to sell or leave then you probably don’t want the people to be the unique factor. The product being unique works well if you have a patent. And the personality being unique works well if it’s different from other brand tones in your space. You don’t have to pick just one, it could be a balance between two, but it’s never all three.
Case study:
Naked had a wicked name, and there are other products very similar. The founder didn’t want to be ‘the face’ of the brand and it wasn’t backed by celebrity doctors. Which meant, the personality would be what makes the brand unique, we just needed to position it as so…
Brand archetypes: channel your inner superhero (or villain)
You’ve seen the movies. There’s the hero, the rebel, the creator. And, your brand has an archetype, too. But are you taking ownership or letting your audience decide? Because we wouldn’t recommend the former. We’re talking about taking ownership and tapping into timeless, universal roles that resonate with people.
By identifying your brand archetype (maybe you’re a Caregiver, a Ruler, or a Jester), you can craft a brand that connects emotionally with your audience. A little humour, a little power, a little compassion—whatever vibe your brand gives off, stick with it. Be consistent, and your audience will know exactly what to expect from you. It’s like knowing that if your favourite superhero is in town, things are about to get awesome.
Case study:
With a name like Naked the brand archetypes were bound to push the tone as far as possible. Due to the nature of the product, and how life limiting anxiety can be – there was a fight element from the start to liberate people from not living their full lives because of fear. But often (from the founders experience), people don’t just want to be told to calm down. So the Outlaw gave us a fight to work with while the Jester allowed us to use language to catch people’s attention and disarm them with humour.
Tone of voice: speak like you mean it
Alright, so now you’ve got your audience personas and archetype sorted. The next step is… well, actually talking to your audience. But here’s the thing: how you talk is just as important as what you say. Are you the quirky, irreverent friend, or the calm, professional adviser? Or maybe you’re a bit of both—confident but approachable, like a cool teacher who knows how to keep things interesting.
Your tone of voice will set the mood. If you’re talking to Gen Z, you might throw in a meme or two. But if you’re targeting CEOs, maybe keep the emojis to a minimum. Find your brand’s voice and make sure it’s heard loud and clear, across every platform, every time.
Case study:
The tone of voice was influenced by the archetypes, although we build rationale around it – and in the brand guidelines there were more details of how the tone changed depending on the medium. It’s always super important for your brand’s voice to have breadth. You’ll probably want to be more fun on social media than on sales material…maybe not?
Audience messaging: speak their language
Messaging isn’t just about slapping words on a website or a billboard. It’s about making sure your audience gets the right message at the right time. We’re talking about creating messaging that speaks to their needs, desires, and challenges. Use the language they use, but with a twist that reminds them why they need you.
Is your audience worried about time? Your messaging could focus on how you save them precious minutes. Are they all about quality? Talk about how your product is the gold standard. Speak directly to what matters to them, and they’ll feel like you’re reading their minds.
Case study:
The messaging goal was simple; relate our mission to being naked. Leaning into the brand name meant we could get more consistency and continuity across our messaging and brand as a whole. All of this working together will only make the brand more memorable to their audience, easier to recall and easier to refer to others.
The brand story: a tale worth telling
Everyone loves a good story. I mean, who hasn’t stayed up late watching the next episode on Netflix just to find out what happens next? Your brand story is no different. It’s the narrative that brings everything together and makes your brand feel alive. Whether you’re a startup with humble beginnings or a legacy brand that’s been around since the ‘90s, your story is the secret sauce that sets you apart.
Your brand story should connect emotionally with your audience—show them your “why” and let them see how they fit into your bigger picture. It’s like inviting them into your world and giving them a backstage pass. The key here? Authenticity. No one likes a phony.
Case study:
As it all came together, working with Naked meant doing something totally different and being unique through their brand. When we started the journey together they were called ‘Companion Health’ and after going through the three P’s we realised the name needed to be more disruptive. After changing to Naked, everything else fell into place and the narrative just aligned. After the brand strategy, the leaned more into the naked element and used statues to show people in their most ‘stripped back’ form…
Building a unique brand positioning isn’t about reinventing the wheel, it’s about understanding who you are, who your audience is, and how you can make magic happen when those worlds collide.
In a world full of brands shouting for attention, the most unique ones are the ones who know exactly how to make the conversation feel personal. Fancy getting personal with some expert brand builders? Holla at us.