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Developing a Brand Positioning Strategy

  • Writer: Laura Derbyshire
    Laura Derbyshire
  • Nov 17
  • 4 min read

Updated: Dec 17

Bottled cocktail being poured into a glass beside Letterbox Cocktails logo, illustrating refined product design and brand repositioning.
Letterbox Cocktails x brand repositioning

Brand Positioning Strategy: The Framework Explained

]You want your startup or scaleup to stand out. To grab attention. To own a spot in your market that’s unmistakably yours. That’s where a brand positioning framework comes in. It’s your secret weapon for cutting through the noise and locking in your unique value.


Let’s dive into how you can develop a brand positioning framework that’s sharp, clear, and ready to fuel your growth. No fluff. Just actionable insights.


Why a Brand Positioning Framework is Your Growth Catalyst

A strong brand positioning strategy gives businesses clarity on who they are, who they serve, and why they matter in an increasingly crowded market.


Think of your brand positioning framework as the blueprint for your brand’s identity in the marketplace. It’s not just a fancy marketing term. It’s the foundation that shapes how customers see you, how you compete, and how you grow.


Without it, you’re shooting in the dark. With it, you’re laser-focused.


Here’s why it matters:


  • Clarity: It defines who you are and what you stand for.

  • Differentiation: It highlights what makes you unique.

  • Consistency: It keeps your messaging aligned across channels.

  • Connection: It builds emotional ties with your audience.


For investor-backed startups and scaleups, this clarity can be the difference between getting noticed or getting lost.


Building Your Brand Positioning Framework: Step-by-Step


Diagram showing a brand positioning framework with a central “you” position mapped against multiple competitors on a two-axis chart.


Ready to build your framework? Here’s a straightforward process to get you there.


1. Understand Your Market and Competitors


Start with research. Know the landscape inside out. Who are your competitors? What are they promising? What gaps exist?


Use tools like SWOT analysis to map strengths, weaknesses, opportunities, and threats. This sets the stage for your unique angle.


2. Define Your Target Audience


Get specific. Who exactly are you talking to? What do they care about? What problems keep them up at night?


Create detailed buyer personas. The more precise, the better.


3. Pinpoint Your Unique Value Proposition (UVP)


What do you offer that no one else does? This isn’t just about features. It’s about benefits and emotional impact.


Ask yourself: Why should someone choose you over the rest?


4. Craft Your Brand Promise


This is your commitment to your customers. It’s what they can always expect from you.


Make it bold, believable, and memorable.


5. Develop Your Messaging Pillars


These are the key themes that support your brand promise. They guide your content, campaigns, and communications.


Keep them focused and aligned with your UVP.


6. Visualise Your Positioning


Now, here’s where the magic happens. Plot your brand on a brand positioning map. This visual tool helps you see where you stand relative to competitors on key attributes.


It’s like a compass for your brand strategy.



7. Test and Refine


Your framework isn’t set in stone. Test it with real customers, gather feedback, and tweak as needed.


This iterative approach keeps your brand relevant and resonant.


What is the 3 7 27 Rule of Branding?


Ever heard of the 3 7 27 rule? It’s a fascinating insight into how people form impressions.


  • 3% of a first impression comes from the words you say.

  • 7% comes from your tone of voice.

  • 27% comes from your body language.


Wait, that only adds up to 37%. The remaining 63%? It’s the context, environment, and other subtle cues.


Why does this matter for your brand? Because your positioning framework isn’t just about what you say. It’s about how you say it, how you look, and the entire experience you create.


This rule reminds us to think beyond messaging. Your brand’s personality, visuals, and customer interactions all play a massive role in perception.


Practical Tips to Nail Your Brand Positioning Framework


Let’s get tactical. Here are some tips to make your framework bulletproof.


  • Keep it simple: Avoid jargon. Speak your audience’s language.

  • Be authentic: Don’t promise what you can’t deliver.

  • Focus on benefits: Features are nice, but benefits sell.

  • Use data: Back your claims with proof.

  • Stay flexible: Markets evolve, so should your positioning.

  • Align internally: Make sure your whole team lives the brand.


Remember, your brand positioning framework is a living document. It grows with your business.


Brand strategy workshop session with Letterbox Cocktails, showing collaborative brand positioning and product review.work.
Brand strategy workshop x Letterbox Cocktails

Bringing It All Together for Market Leadership


Developing a brand positioning framework isn’t just a box to tick. It’s your launchpad for growth and market leadership. When done right, it powers every marketing move, fuels investor confidence, and builds lasting customer loyalty.


I worked with Laura and the OSER team through my company Letterbox Cocktails - we had a complete rebrand and we are so happy with the results! Laura spent time understanding us as a team and a brand and we are delighted with the outcome. I cannot recommend OSER enough!

JENNIE BAYLIS, OWNER + CEO, LETTERBOX COCKTAILS


If you want to dominate your space, start with a clear, compelling, and actionable brand positioning framework. Use tools like the brand positioning map to visualise your place in the market and sharpen your edge.


Get ready to own your niche, attract the right customers, and scale with confidence. Your brand’s future starts here.

 
 
 

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