Positioning and storytelling

Brand positioning and storytelling

Say clearly who you are and what you bring, and tell it in a way people remember.

Positioning decides what you stand for. Storytelling brings it to life. One without the other gives either an empty pitch or a nice story with no direction.

Positioning: choosing your place

• Who you speak to, precisely.
• Which problem you solve, and how.
• Why you rather than another option.

A good positioning fits in a few sentences that your whole team can repeat.

Storytelling: giving it meaning

Storytelling is not decoration. It is how you connect your journey, your convictions and your offer to what your customers are looking for. It feeds your home page, your About page, your presentations and your posts.

A positioning statement template

A positioning statement fits in one sentence. Fill in each part with what is true today, then test it with a real customer:

For [target audience] who [need or problem], [brand] is the [category] that [main benefit], because [reason to believe].

If you cannot complete one part without hesitating, that is where the work starts.

Before and after: an illustrative example

• Before
  

  Generic

  “We offer accounting solutions tailored to your needs.”

• After
  

  Positioned

  “For freelance designers who dread tax season, Clerk & Co is the bookkeeping service that sorts your whole year in one monthly call, because we only work with creatives.”

Fictional example, for illustration only.

What you get

• A positioning strategy and a value proposition.
• Key messages for each audience.
• Brand voice: how you sound, with examples.
• A brand story that gives your offer meaning.
• Content direction to apply it consistently.

How I work

• Brand

  We clarify the positioning, the promise and the voice.

• Content

  We put the story into words: key messages, website copy, content.

• Code

  We build it into the website so it is visible and consistent everywhere.

Case study: ShEquity

A gender-smart investment platform advancing Africa’s green transition through climate-focused ventures led by women.Brand storytelling and website, taken from brief to launch in one connected process. Read the case study.

Who it is for

• Founders launching an offer and looking for their words.
• SMEs whose message no longer reflects the business.
• Teams who want to speak with one voice.

Frequently asked questions

See also: brand strategy consultant, brand strategy for startups and SMEs, website redesign, brand positioning and storytelling, packages. More general answers are in the brand strategy FAQ.