Your Brand As A Tree: Understanding Brand Positioning

Dec 9

Honing your company's positioning to a razor-sharp point makes all the ways in which you communicate your brand more focused, more resonant, more efficient, and more effective. That's why Treebird takes articulating your brand's positioning very seriously, and our positioning statements guide each subsequent step of our partnership together.

Here's what clear brand positioning gets you:

Any successful growth starts with the roots, and your brand is no different.

Level 1: The Roots- Brand Positioning

How we talk about ourselves as a brand. What defines us? What is our brand promise? What unique methods do we serve? What are our distinctive values?

Level 2: The Trunk- Brand Identity

This is where we show our brand to the world. Our logo and website. The branded materials and collateral we serve to customers and target audiences. Social media channels and posts, and press releases.

Level 3: The Branches- Brand Interaction

Once we have put our brand out into the wild, we begin to see the interactions with our audiences begin to surface. Online inquires and in-person meetings, eCommerce sales, physical sales. We see social media interaction occur and customer service interactions with our staff.

Level 4: The Leaves- Brand Conversation

Now the user interaction can begin and our brand will begin to grow with word of mouth and organic results. Online forums, customer reviews, recommendations, peer to peer chatter, and more. Your audience will help your brand grow once the roots have been planted and have sprouted into a tree.

And Without Clear Brand Positioning?

Weak Roots

When we do not know our own brand, how can we expect our audience to understand it? Or even who our target audience is supposed to be?

Crooked Trunk

Your brand will portray inconsistent design, inconsistent messaging, confusing language, and an unoriginal and undifferentiated market presence.

Flimsy Branches

Your audience remains unclear about your brand what it is that you are offering. This leads to time-wasting interactions and poor allocation of staff and resources.

Dead Leaves

And finally, your audience does not know who you are, has built zero trust in your brand, and will share negative feedback with others,

Professional Brand Positioning and Brand Identity Firm

Treebird Branding took flight in 2013 to help clients claim their distinctive market position through insightful, authentic, and compelling graphic design, writing, social media management, marketing, content creation and branding. Treebird clients include restaurants and residential properties, entrepreneurs, artists, and small businesses, and anyone with a clear vision to achieve through fresh self-presentation. Contact us online to get started with your branding or design project.

Jaci Lund

Jaci Lund partner, creative director, designer Jaci’s quick wit and native intelligence comes across as soon as you meet her—and carries over to her design, where she fuses fun and sophistication in just the right doses. With a dual focus on creating original branding for new concepts and revitalizing the look and feel of even the most-established brands, Jaci approaches each project with a fresh and thoughtful perspective. While she recognizes the relevance of current trends, she’s hyper-conscious of the fine line that separates “trend” from “fad,” and tends toward more timeless and classic looks for her clients. Before founding Treebird, Jaci was instrumental in growing the design department at Atlanta’s The Reynolds Group, Inc. Through a five-year tenure that saw her quickly ascend to senior designer and then become the company’s first creative director, Jaci worked on design and branding projects with visionaries, entrepreneurs, and business leaders whom she admires greatly and whose own passion elevates her sense of what’s possible through new design, branding, and communication. Jaci has won nine ADDY Awards (and counting) for her design and branding work and has twice been featured in the national design blog “Art of the Menu.” She holds a B.A. in communications from Michigan State University and completed the graphic design program at The Creative Circus, where she also teaches a quarterly course called “Introduction to Creative Thinking.” To see Jaci's previous work please visit jacilund.com.

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