Brand positioning for B2B companies in Dubai: decide what you are known for, then look like it.
Brand positioning is the decision about what your company is known for, by whom, and against which competitors. We make it from a read of your market, write it down as a positioning, a tone of voice and a message architecture, and only then build the identity, or the rebranding, that looks like it.
Why does every competitor sound exactly like us?
When nobody has chosen a position, companies in the same sector describe themselves with the same words: quality, innovation, trusted partner. The buyer cannot tell them apart, so they compare on price and on the names they already know. A position is the opposite of a list of strengths. It is a choice about what you will be known for.
From position to identity, in five parts.
- 01
Positioning
The position only you can hold: the buyer it is for, the alternatives it is set against, and the reason to choose you.
- 02
Messaging
A message architecture: the promise, the proofs behind it, and what you say to each person in the buying group.
- 03
Tone of voice
How the company sounds in writing and in the room, with examples that your team can use on Monday.
- 04
Identity
Logo, visual system and the rules for using them, designed to look like the position.
- 05
Rebranding
When the old identity holds the company back: what to keep, what to change, and the order to roll it out.
Before and after.
Before
Strengths listed in the same words as every competitor. An identity chosen on taste. A sales team improvising the message on each call.
After
A written position, a message that carries it, and an identity that looks like it. Everyone in the company says the same thing about who you are for.
What you receive.
- A written positioning: the buyer, the alternatives, the reason to choose you.
- A message architecture and a tone of voice guide.
- Goals and KPIs with a timeframe, each against its baseline.
- The brand identity, or the rebranding plan, built on the position.
Questions about this service.
It is the decision about what your company is known for, by whom, and against which competitors. For a B2B company it also names the person who feels the need inside the buyer, and the reason that person should choose you over the alternatives.
When the identity no longer matches the position, or hides it. A rebrand follows a position, never the other way round. If the position is unclear, a new logo only gives the same company a different face.
Yes. Identity is part of this service: logo, visual system and the rules for using them, designed after the position is written so that it looks like what you stand for.
Find takes two to three weeks after the read. The identity, or the rebranding, is scoped separately once the position is chosen, because its size depends on what you already have.
You can, and it works better after one. The audit gives the position its evidence: how buyers see you, what competitors say and where you stand today. Without it, the position is an opinion.
Decide what you are known for.
Thirty minutes to talk through where your company stands and what a position would change.