Brand Positioning

Clarity. Distinction. Direction.

Brand positioning defines how your organisation is understood, valued, and remembered. It captures the essence of what makes you distinct and meaningful in your market: the clear space your brand can own.

At Fable&Co., we see positioning as the point where insight and creativity meet. It ensures that every expression of your brand, from identity to communication, reinforces a consistent message. Positioning gives direction to strategy and creative, and inspires confidence in leadership.

Our process begins with understanding. We examine the internal and external forces shaping your brand ranging from stakeholder expectations and audience behaviour to competitive dynamics and market trends. Through research, discovery workshops, and analysis, we identify the truths that sit at the heart of your organisation and the opportunities that exist within your category.

From there, we distil complex findings into a simple and actionable framework. This defines who you are, what you stand for, and why you matter. The positioning framework becomes a shared reference for both strategic and creative decisions, guiding messaging, tone, and visual direction with consistency.

We’ve developed positioning strategies for organisations such as Pallas Partners and The Housing Finance Corporation, each facing different challenges but united by the need for clarity and differentiation. For Pallas, we helped define a position of contemporary confidence in the legal market: bold, precise, and credible. For The Housing Finance Corporation, the work focused on trust, stability, and leadership within a vital public sector ecosystem, ensuring the organisation’s purpose was communicated with both authority and empathy.

Every articulation is tested for truth, resonance, and longevity. The result is a position that aligns internal teams, inspires creative direction, and endures through change. It captures not only what makes your brand distinct, but why that distinction matters to the people you serve. Your positioning shouldn’t just be right for now, it should serve as an aspirational call to arms that can guide your brand in the years to come.

Across sectors such as finance, law, sustainability, and innovation, positioning is the foundation of every effective brand. It provides the focus to communicate with intent and the framework to evolve with integrity.

At Fable&Co., we define positions that are not only strategic but human. They areclear enough to guide decision-making and compelling enough to inspire belief. Because when your positioning is right, everything else falls into place.

Frequently Asked Questions

What is brand positioning and why does it matter?

Brand positioning defines how your organisation is perceived relative to competitors. It articulates what makes you distinct, meaningful, and relevant to the people who matter most. Strong positioning creates focus because it guides communication, behaviour, and design to consistently reinforce what your brand stands for and why it matters.

How does Fable&Co. define a positioning strategy?

We begin by understanding your business, audience, and market context. Through research, workshops, and analysis, we uncover what truly sets you apart. We then distil this into a clear strategic framework that defines who you are, what you offer, and how you deliver value. Every element is designed to be actionable, not theoretical.

What are the outcomes of a positioning project?

The outcome is a clear articulation of your brand’s unique space in the market. This includes a positioning statement, key proof points, and messaging foundations that guide all future communications. It becomes a reference for both leadership and creative teams.

How long does brand positioning take to define?

The timeframe varies depending on the complexity of the organisation, but most positioning projects take between two and four weeks. This includes research, workshops, stakeholder interviews, and synthesis. The process is collaborative, ensuring alignment at every stage and a shared sense of ownership in the final outcome.

How does positioning relate to other brand activities?

Positioning sits at the centre of brand strategy. It informs proposition development, messaging, identity, and digital experience. Once defined, it becomes the foundation on which all creative and communications work is built. Without clear positioning, brand activity risks becoming fragmented or inconsistent.

What kinds of organisations does this benefit most?

Positioning is valuable for any organisation undergoing change: launching a new brand, entering a new market, merging, or evolving an existing offer. Equally, for established organisations conducting a positioning exercise can help you reset and take stock ahead of your next phase of growth. We’ve helped professional services firms, financial institutions, and sustainability leaders refine their positioning to reflect ambition and drive growth with clarity and purpose.