Brand positioning that differentiates

In a nutshell

The clearer and more unambiguous the positioning, the more memorable a brand is among consumers. Based on the brand identity, our brand strategists develop a sharpened brand positioning. The goal? The clear differentiation from the competition – sustainable and consistent. For a brand image that is guaranteed to stick in your head.

Lensing Media


What we help you with

Service and product analysis

Which problem do you solve with which product or service? Together we find out what your target group needs and how you can differentiate yourself by solving one of these needs.

We examine the landscape in your industry: who offers similar solutions? What possibilities and opportunities does this present for your company?

Now that we’ve taken a closer look at competitors and your service, let’s focus on what makes you and your brand unique. The so-called USP (unique selling point) defines the most convincing argument why people should choose you and not your competitors.

Once the current state has been clarified, it is also essential for the positioning of your brand to know what specific goals it is pursuing. In the end, your very own corporate vision helps you stand out from the competition and inspire people with your values.


Ready to grow with us?

You have questions about our services, our projects or need a quote?

We will be happy to help you.

In detail

Like. What. When. Why. Where.

A strategically mature brand positioning initially serves to differentiate the company from the competition. Why this is important? Only if you know what makes you unique as a brand, what your unique selling proposition is, will it be easy for you to convincingly communicate this to your target group. Because among a multitude of similar offers, Customers should choose you. This only works if they understand what makes you better than others. Clearly defined positioning goals and a strategic orientation make it possible.

Brand positioning: Differentiates. Imprint. Enthusiastic. Binds.

We evaluate a memorable and comprehensible brand promise that stays in the mind. In doing so, we stay true to the brand by working our way from the inside out. As part of the marketing strategy, we use brand positioning to create memorable associations for your Customers, so that they always prefer your brand over the competition.


How we work


Research and analysis

We do not guess into the blue. We want to get to know and understand the company, its plans and goals – over a cup of coffee (it doesn’t have to be black). Together we evaluate the positioning, competition and architecture of the corporate brand. We first have to immerse ourselves in your corporate culture so that we can swim our lanes safely .


Conception and design

We give your brand personality an expressive face. So that you see your business as we see it, we create a concept that outlines colors, shapes, logo and typo. Your Go is our starting signal and we go into designing. No idea is lost: We record everything essential in our guidelines. So that you have a solid foundation on which to build excellent visualized brands.


Realization and communication

Thought locks are all well and good – we also want to bring outstanding concepts to the road. As digital natives, we support you in the rollout of your brand. Whether social media marketing, ad campaigns, website and more – individual goals require individual services. We give our all every day. Our unyielding sense of aesthetics and innovation allows nothing else.


Any questions?

Why is brand positioning important?

Brand positioning should ensure that your brand is imprinted in the minds of consumers – and that it can be distinguished from other brands. It makes it easier for people to assess what they can expect from the brand and what it stands for, so that they can identify with the brand. The more concrete and comprehensible a brand promise, the more memorable the brand. The brand positioning must therefore both develop credibly from within the brand and be attractive to the target group.

Holistic brand positioning is made up of several components:

  • Rational advantage such as benefit for Customers (e.g. outstanding quality of the brand, etc.)
  • Emotional connection of consumers to the brand
  • Unique selling proposition: why should your brand be unique)
  • Standards and values of the brand
  • Design elements and visible representation of the brand
  • Products or services created from concrete brand elements

First Step? First, the brand positioning is defined internally as a higher-level mission statement. Next Step?communicate it to the public via a claim or a slogan.

Brand positioning should help Customers to get a very concrete picture of a brand. If Customers perceive a product or service positively, they are more likely to buy from that brand and recommend it to others.
Clear positioning highlights the unique selling proposition of the brand – so that it stands out from the competition. Clear positioning is a massive competitive advantage that contributes not only to customer retention and brand loyalty, but also to new customer acquisition. Therefore, positioning can even have a positive impact on sales. I

The focus of a brand positioning is on the following questions, among others:

  • How can the brand stand out from competitors and differentiate its offering?
  • How to reach the target group and increase interaction with them?

Corporate management and the marketing department are initially the leads when it comes to working out the brand identity. However, this only serves as a meaningful basis for brand positioning if the employees also agree with the points that have been worked out.

Brand positioning is a kind of control instrument, so to speak, which enables the development of a strong brand image as well as a brand identity. It sometimes takes a little longer for a brand’s image to become firmly established in the minds of consumers. Therefore, the brand should position itself when it enters the market – this is then referred to as active brand positioning.

Your agency for strategic brand positioning

As an agency for branding and digital design from Dortmund, our designers and brand strategists specialize in the development and design of outstanding brands. In order to meet the ever-changing market demands of our fast-paced times, we develop digitally powerful designs that are unique and stay that way. We never stop learning and are always on the lookout for new or better solutions to respond agilely to trends and new requirements.

Our brand strategy workshops serve as an essential foundation for our work, on which brand positioning, naming, claiming, brand architecture and everything else is built. Because brands only grow upwards successfully from the inside out. In addition, we support start-ups, medium-sized businesses, companies, brands and marketing departments but also in all tasks in the areas of corporate design, graphic design, communication design, motion design and print design.

Schwarz+Matt has made it its mission to transform communication through digitization. Our team bundles expertise in the field of design and provides support in sustainably improving the visual brand presence and increasing brand value.

The focus of our work is on the implementation of integrative processes. We pursue the goal of working not only for, but with our customers. We want to be more than an external service provider – as part of our customers’ internal marketing department. This enables us to tap into new target group potential, intensify existing customer relationships and sustainably increase growth.