Roma Singhal · brand positioning consultant · Sydney
Brand positioning
Find the space your brand can own. I help brands, founders and agencies define who they are for, what makes them different and why it matters, then turn it into a positioning and brand platform everyone can use.
What is brand positioning?
Brand positioning is the place your brand holds in people’s minds compared with the alternatives. A strong positioning answers three questions clearly: who you are for, what you offer that others do not, and why people should believe you. It guides everything that follows, from your messaging and design to your products, pricing and hiring.
Positioning is not a tagline. It is the strategic choice behind the tagline, and the reason your marketing feels consistent instead of random.
Signs you need to rethink your positioning
You sound like everyone else
Competitors make the same claims, so customers choose on price.
Growth has stalled
The brand that got you here is not the one that gets you to the next stage.
Your business has changed
New products, new markets or a merger, and the brand no longer fits.
Your team describes you differently
Sales, marketing and leadership each tell a different story.
Your agency briefs feel vague
Without a clear positioning, every brief starts from scratch.
You are entering a new market
What works in Australia may need adapting for India, Asia or the Middle East.
What you get
- Audience: who the brand is for, and the insight that unlocks them.
- Competitive frame: the alternatives people weigh you against, and the white space you can own.
- Positioning statement: a clear, single-minded statement of the space you will own.
- Reasons to believe: the proof that makes the positioning credible.
- Brand platform: purpose, personality, values and key messages, ready for creative and design teams.
- A creative brief to bring the positioning to life.
How a positioning project works
A positioning project follows stages 1 and 2 of the Smiling Strategist Framework©, ending with the brave choice.
- Audit: where the brand stands today, with customers, competitors and your team.
- Insight: what your customers really need, and the tension your brand can resolve.
- Territories: two or three possible positionings, each with a clear trade-off.
- Choose and test: pressure-test the territories with your team and, where possible, with customers.
- Platform and handover: the final positioning and brand platform, workshopped with your team or agency.
Need an answer fast? A positioning sprint compresses this into a short, focused engagement. See brand and creative strategy services.
Beyond positioning: architecture, naming and rebrands
Positioning often opens bigger questions. I also help with brand architecture (how your brands and products fit together), naming for new brands and products, and rebrands, from deciding whether you need one to briefing the design. See brand consulting.
Want to check your positioning first? Download the brand positioning checklist, or read reverse, breakaway and stealth positioning and differentiation vs distinctiveness.
“She deep dives quickly and sifts through data to pull out key cultural insights and category trends. … She was a great asset in helping us frame our approach and in providing us with different ways we could come at the brand positioning.”
Lavinia Thurairatnam, Chief Client Officer, Leo Burnett, Sydney
EFFIE Gold winner · EFFIE Australia judge · 20+ years at Ogilvy, McCann, BBDO and Publicis Groupe
Brand positioning: FAQs
What is a brand positioning statement?
A short internal statement that defines who your brand is for, the space it owns against competitors and why people should believe it. It is a strategic tool, not a public tagline.
How long does a brand positioning project take?
A focused positioning sprint can be quick; a full positioning and brand platform with research takes longer. I scope every project around your problem and timing.
Do you also do rebrands and naming?
Yes. I help with brand architecture, naming and rebrands, usually starting from the positioning. See brand consulting.
Can you help us position for a new market?
Yes. I have worked in Sydney, Singapore and Mumbai and help brands position for AUNZ, APAC, ASEAN, MENA and India. See brand strategy for APAC, India and MENA.
Ready to find the space your brand can own?
Tell me where your brand is today and where you want it to go.