Make your positioning clear and usable
The Kanexio Brand Sprint defines your audiences, offer, promise, evidence and voice before expressing them in a logo, website or materials. The scope and schedule are confirmed in the proposal.
Identify what truly distinguishes your offer
Your positioning rests on precise answers
Your offer
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Who is it for?
An identified audience and use situation.
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For which need?
A concrete problem the offer can address.
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With what promise?
A commitment you can state clearly.
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With what evidence?
Verifiable evidence, separate from hypotheses.
A useful analysis assumes neither the number of competitors nor the market’s response. It examines the offers, messages, public prices, evidence and channels of a group defined at the start of the project.
Positioning answers four questions: for whom?, for which need?, with what promise? and with what verifiable evidence?. An unproven claim remains a hypothesis to test, not a selling point to publish.
The PEBify, Keuleers and EZI Tax Consulting case studies illustrate different scopes of work. Any results must remain tied to their period, source and comparison method. Once established, this framework can inform the work of building a brand identity.
Six types of deliverables to define
Brussels competitor audit
Analysis of a competitor group defined in the quote: positioning, promises, public prices, evidence, voice and digital presence. Observed differences are documented without promising an unoccupied market position.
2×2 positioning matrix
A visual matrix built around axes relevant to the project. Positions are supported by observed evidence and explicit hypotheses.
Brand promise and evidence
A formulated promise and an inventory of usable evidence: a documented case, qualification, method or actual contractual commitment.
Audiences and use situations
Useful profiles, context, triggers, barriers and vocabulary to document from the information actually available.
Brand voice guidelines
Definition of tone, voice attributes, vocabulary and application examples for the planned channels.
Manifesto and rollout roadmap
A founding statement and rollout roadmap for the chosen channels, with a timeframe and owners defined for the project.
Four milestones, a contractual schedule
Getting to know the business
A workshop with the people identified in the quote: vision, offer, founding elements, ambitions and available evidence. External interviews are included only if priced in the proposal.
Competitor research
Analysis of the selected businesses and sources: websites, visible ads, public profiles, offers, displayed prices and brand voice. A dated summary of the observations.
Scoping workshop
A collaborative session covering the matrix, promise, audiences and brand voice. The format, location and approvals are specified in the proposal.
Deliverables and handover
Production of the agreed deliverables, presentation and roadmap. Delivery formats and the period covered are defined in the quote.
Your questions about positioning
How much does a Kanexio Brand Sprint cost?▾
Kanexio’s indicative rates are €4 800 excluding VAT for a defined Brand Sprint and €7 500 excluding VAT for a multi-site or multi-brand scope. These amounts are indicative. The quote confirms participants, research, workshops, deliverables, formats, schedule and applicable terms.
Is positioning only for big brands?▾
No. An SME can use this work to clarify its audience, offer and message choices. No margin or conversion gain is assumed: the effect is measured against the business’s own baseline.
Should we revisit positioning before a new website?▾
Not automatically. Refining the positioning is useful if the audience, offer, evidence or voice is no longer clear. The initial audit determines whether positioning needs to be reworked before design or simply made explicit.
How do you measure the impact of new positioning?▾
Before rollout, we define a baseline, a comparison period and the available data. Indicators may include understanding of the offer, enquiries, quotes and qualitative feedback. Results are attributed cautiously when other activities change at the same time.
Positioning: the foundation of your branding
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