Brand Positioning
Choosing a complementary brand for a joint product
Compare potential co-brand partners on customer benefit, product fit, supply, claims and service before committing to a joint product.
Section
Brand Positioning
Brand Positioning
Comparing category conventions with a distinctive brand angle
Audit competing offers, preserve details buyers need and select a distinctive brand angle that your product can support.
Brand Positioning
Defining the customer problem before designing a brand
Use buyer situations, interviews and alternatives to write a testable customer problem before deciding how a DTC brand should look or sound.
Brand Positioning
DTC brand positioning
Define a DTC brand position around a buyer, purchase problem, credible difference and supportable product promise.
Brand Positioning
DTC product storytelling
Direct-to-consumer product storytelling should help someone decide whether an item suits them.
Brand Positioning
Explaining materials and design decisions clearly
A materials claim is most useful when it tells a shopper what a product contains and why that choice matters in use.
Brand Positioning
Finding where potential DTC buyers discuss the product category
Find category conversations, identify purchase questions and shortlist places worth investigating for a new DTC brand.
Brand Positioning
Launching a direct-to-consumer brand
Plan an Australian DTC launch around customer evidence, a focused offer, workable order economics and a store that can meet its promises.
Brand Positioning
Showing a product's intended use and limitations
A product page should tell a buyer what the item is designed to do and where that promise stops.
Brand Positioning
Turning customer research into a product promise
Move from customer observations to a clear, bounded product promise that the item and its evidence can support.
Brand Positioning
Using founder stories without replacing product evidence
A founder story can explain why a product exists, but it is not evidence that the product performs as promised.
Brand Positioning
Writing product claims that can be supported: steps
Check a product claim’s wording, evidence, scope and overall impression before using it in DTC copy.