Positioning · Brand
A reason to choose you, even when competitors offer something similar
We find your brand’s place in the market: what you promise, to whom and why they believe you. Sales, advertising and the team get one strong argument that takes you out of the price war.
DOGMA’s position
A strong position rests on what the business already does better than others. We find that strength in sales, customers and the team, and put it into words you can sell.
When you need it
Sound familiar? That’s what clients tell us when they come in.
People choose us on price because we have no other argument
Every sales rep describes the company their own way
We’ve grown, but the brand still sounds like a small shop
Our website, ads and deck look like three different companies
What you get
What you’ll have in hand
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Competitor map
What other players promise, where the market is crowded and which position is open.
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Who makes the decision
Who picks you over others, what matters to them and what convinces them.
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Brand platform
Promise, character, values and tone of voice in one document for the whole team.
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Messaging by audience
What to say to each segment in ads, on the website and in a sales conversation.
How we work
Context → Options → Choice → Platform
Stage 01 of 04
Context
We study the business, sales, customers and competitors, looking for where you’re already stronger than others.
- Your part
- Strategic session with the owner and team
- Stage output
- Market map and strengths
Stage 02 of 04
Options
We draft several possible positions. For each, we show what it rests on and whom it sells to.
- Your part
- Discussing the options with your team
- Stage output
- Several positions with arguments
Stage 03 of 04
Choice
Together we choose one position and test it in real situations: in an ad, on the website, on a sales call.
- Your part
- Selection session, owner’s final call
- Stage output
- One position, tested on examples
Stage 04 of 04
Platform
We assemble the promise, character, tone and messages. They become the foundation for naming, design and advertising.
- Your part
- Aligning the platform with key people
- Stage output
- Brand platform and messaging
How we think
The principles behind the result
A position built on real strength
The strongest position rests on what the business can already do. We find that strength in sales and customer experience and make it visible.
One promise per brand
Customers forget a brand that promises everything. We keep one idea that’s easy to repeat and easy to verify.
Tested by selling
We test the position in a sales rep’s words, in ads and on the website’s first screen. It’s ready when it’s easy to say out loud.
What changes
- 01 Competing on price and discounts Customers know what they pay more for
- 02 Everyone on the team explains the business their own way One promise across sales, ads and the website
- 03 Design and ads depend on personal taste Decisions are checked against one brand idea
Business resultCustomers understand why they should choose you, and the team sells with one argument.
Discuss your challengeCases
Where it has already worked
Positioning and identity Lobster A publisher that looks at the world through two lenses The publisher received a brand platform — positioning, function, character and a slogan-descriptor — plus an identity with a design system. The visual language is already working on social media and in banners, and it scales to every new book without chaos. Read the case -
From a price-list business card to a website that sells partnerships DEEPLOYALTY Strategic session, customer interviews, design system and a website with an admin panel: infrastructure for bank and retail partnerships -
Strong both at home and away Remolo DOGMA’s own product: a remote desktop for Mac you control by touch - The human way. The business way. Dilova Kovbasa Rebrand of a wholesale supplier
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Brand platform and identity Pikluy Brand creation -
“Quiet Strength” in an aggressive market PERESVIT From local leader to an ideological symbol built for expansion into the US and EU -
From a cashback module to a rewards platform 42Flows Reward platform for banks: positioning, product page and brand identity as a marketing partner
Questions
What clients usually ask before we start
How is positioning different from a slogan?
Positioning is a decision about the place your brand takes in the customer’s mind and why they believe it. A slogan is one of the ways that decision sounds in advertising.
We run several business lines. One position for all of them?
It depends on how different your customers are. Sometimes one idea is enough; sometimes you need a brand architecture where each line speaks to its own customer and draws on the strength of the group. That’s what we did for BINGO.
What do we do with the positioning next?
It becomes the brief for naming, brand identity and advertising. You can continue with us or hand the platform to your team and contractors.
What’s next
Clients often continue with
