Positioning

Positioning is the strategic work of defining how a business is understood in the minds of its audience relative to alternatives. It answers three questions: who you serve, what you offer, and why it matters more than the other options available. Strong positioning is specific, defensible, and reflected consistently across every touchpoint, from the homepage headline to how the team describes the business in conversation.

At Wire Design Company, positioning is the foundation every brand system is built on.

See also: Messaging hierarchy · Brand voice · Brand system