What is a Brand Position? The simplest explanation – it’s your pin on the map.  It’s where your organization fits within your industry, your market and within the consumer’s awareness. 

The purpose of crafting a comprehensive Brand Position is to define how your organization takes a distinctive and relevant place within your market, and for the consumers of your goods/services.  Your articulated position will be the foundation for your marketing, your voice and your face both external and internal.  This well-considered identity is the first step in developing both customer and employee loyalty and retention, as well as the anchor of your competitive advantage.

At start-up an organization needs to create a baseline position—a profile that defines who you are at your core.  Without a comprehensive, well-defined brand position at this point in time your team lacks the framework for decision-making, often resulting in ineffective or misleading messages to your customers and/or subordinates.  It is easy to proceed off course without this framework.  As your company evolves over time, so too should your brand identity.  

Summerstone Group listens first then leads, guiding your organization through the process of defining your brand position.  We work with your team to identify the key components, and then we show you how they fit together to build a functional, workable value proposition.   

A Brand Identity (the resulting work of your brand positioning efforts) is a dynamic atlas which periodically needs review, refinement, refocus and in some cases restoration to keep your organization relevant and moving in the right direction.  At Summerstone Group we know no two organizations are the same, we therefore tailor Brand Positioning to meet your needs not to fit you to a cookie-cutter format.


Branding is more than just marketing—it is your voice, your purpose, your intentions—it is your vision and your promise to your employees, your market, your consumers and your community.  Summerstone Group is here to facilitate your team in the creation and formalizing of a distinctive Brand Position unique to your organization.


SummerstoneGroup@gmail.com    *    952.270.3254