3. BRAND POSITIONING
Brand Strategy
Establishes the brand’s strategic place in the market and why it is distinct, relevant, and desirable to a specific audience.
Brand Positioning
Roadmap.
Test
and Refine
Identify
Target Audience
Define
Value Proposition
Craft
Positioning Statement
Analyze
Market Context
Position with Purpose.
Dominate with Clarity.
Emerald’s Brand Positioning Strategy defines exactly where your brand stands — and why it matters. We craft sharp, differentiated positions that cut through noise, earn loyalty, and command the market.
1. Identify Target Audience
Defines the audience segment most aligned with the brand's offer and values.
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Demographics
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Psychographics
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Behaviors
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Needs
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Motivations
2. Analyze Market Context
Assesses competitors, category conventions, and customer alternatives.
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Industry category
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Competitor set
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Substitutes
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White space
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Market trends
3. Define Value Proposition
Clarifies the unique benefit the brand offers its audience.
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Functional value
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Emotional value
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Business outcome
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Customer payoff
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Proof of value
4. Craft Positioning Statement
Articulates the brand's promise and advantage in a concise format.
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For (target)
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Who seek (need)
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We offer (solution)
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Unlike (competitor)
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Backed by (proof)
5. Test and Refine
Validates the positioning through market feedback and real-world alignment.
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Stakeholder review
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Customer validation
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Market pilots
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Messaging fit
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Refinement loops
