Market Positioning Strategy

The strongest foundation for your marketing.

Research, strategy, storytelling, and visual design—a complete process that builds on the good stuff you’ve got. To bring out the best of your company. For the most important people you want to reach.

We’re open and collaborative by design. Our approach to building brands is rooted in our open source expertise, proving time and again that the strongest brands are built from the inside out.

Our Market Positioning Strategy project happens in four phases:

Gap Analysis

We uncover and codify the source material for all the strategic work that follows—allowing us to deeply understand your brand, your competition, and your goals. We gather insights from your most passionate stakeholders and community members to build your brand from the inside out.


We build on the Discovery phase to create a brand strategy and positioning platform. We work together to define the current state of the brand, align around future priorities, and develop a strategy to guide the story and narrative development.

Story and Messaging

We craft a unifying human story behind your product, people, and purpose. The result is a strategic document to guide business and marketing decisions going forward.

Visual Identity

We bring your story to life through a visual system. A blend of form and function, your identity is the face you present to the world. When your visual identity aligns with your strategy and story, a stronger, more compelling, more impactful brand results.



  • Brand Audit
  • Competitive Audit
  • Internal & External Perceptions Surveys
  • Internal & External Qualitative Interviews
  • Research Synthesis Presentation / Working Session (1-2 hours)



  • Brand Strategy Alignment Working Session(s) (around 2 hours, typically combined with the research synthesis workshop)
    • Competitive Frame of Reference
    • Key Competitors
    • Differentiators
  • Brand Positioning Framework
    • Competitive Frame of Reference
    • Key Competitors
    • Differentiators
    • Persona Development


Story and Messaging

  • Story and Messaging Development Working Session(s)
  • Brand Narrative Presentation
  • Brand Statement
  • Brand Pillars
  • One-Page Narrative Outline
  • Messaging Architecture—maps hierarchy of brand messages
  • 25, 50, & 100-word messages
  • Story and Messaging Guidelines
  • Persona-specific messaging


Visual Identity

  • Visual Discovery Working Session(s)
  • Visual Organizing Principle
  • Visual System Development
    • Logo
    • Color Palette
    • Typography
    • Pattern Styles
    • Photography
    • Implementation Mockups
  • Visual Guidelines


Average timeline

4-6 Months


Interested in a Marketing Positioning Strategy engagement? Let's talk.

Why New Kind?

New Kind was instrumental in helping us with our positioning, messaging, brand identity, sales enablement, storytelling, and web design. The team knocked it out of the park! New Kind was as buttoned up as possible, incredibly creative with words and visuals, and fun to work with.

Kiersten Gaffney

Chief Marketing Officer, Codefresh