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Positioning Your Brand
Understanding Your Brand’s Place in Consumers’ Minds
Missteps in brand positioning can be costly. If your brand doesn’t resonate with consumers, it risks fading into irrelevance or losing ground to competitors.
Talk to us about your brand position
Turn Brand Perception into Strategic Advantage
Using behavioural science and implicit testing, we uncover how consumers truly see your brand, and where you can strengthen relevance and differentiation.
Hidden weaknesses can grow into significant vulnerabilities, and missed opportunities could mean surrendering valuable market share.
On the flip side, getting your brand positioning right unlocks immense potential: stronger consumer loyalty, sharper competitive differentiation, and sustainable growth.
The Mindlab Brand Positioning Methodology ensures you’re not just guessing, you’re armed with the insights needed to secure your brand’s place in consumers’ minds and fuel long-term success, whether through rapid behavioural quant or deeper exploration via conversational chatbots and traditional qualitative interviews.
See Where You Stand - And Where You Can Grow
These insights offer a roadmap for brand growth, positioning, and targeted strategy adjustments that resonate with your market.
Consumer Perceptions and Brand Value
Uncovers the real value your brand provides, as perceived by consumers.
Competitive Positioning
Highlights where your brand stands relative to competitors within the same market space.
Growth and Differentiation Opportunities
Identifies areas for brand development and differentiation that align with consumer values.
Audience-Specific Perceptions
Quantifies brand perception across different consumer segments, revealing unique group-level insights.
If you’re interested in how visual assets contribute to this perception, you might also want to look at our Brand Identity testing.
Here’s how The Sun turned audience understanding into action:
The Sun had a clear goal: to turn rejectors and casual readers into loyal, engaged audiences. Their challenge was as much about understanding the barriers as it was about finding solutions.
Why did some people refuse to engage with the brand at all? Why did others stop at occasional interactions? And what would it take to nudge each group further down the engagement funnel?
The Challenge
What made this challenge unique was its scope. The Sun wasn’t just interested in broad perceptions of the brand; they wanted to map out the specific barriers at every stage of the funnel. From building trust among outright rejectors to fostering deeper engagement among semi-regular readers, they needed a methodology that could uncover the nuances of each group and deliver actionable insights for bringing them closer to the brand.
Working with Mindlab over the last couple of months on key projects has been amazing! They pay close attention to details and ensure that consumers’ point of view is well captured in reporting to guide pack optimization and brilliantly land new brand positioning of our key spirits brands. It also helps that they deliver before deadlines and with precision due to the fast nature of our business.
Doris Kang’ang’i | Head of consumer planning | Uganda Breweries Limited-Diageo
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