March 15, 2022

Branding for Creatives

How to Position Yourself as an Expert in Your Niche

I created this brand positioning guide in collaboration with Ilise Benun, marketing coach for creative professionals, and the mind behind Marketing Mentor - the go-to resource for creative pros who want better projects with bigger budgets.  

This guide will help you to position your creative business so you can win more of the right work, make more doing it – and on your own terms.

Throughout the guide, we'll use Alex Vita, a Romanian web designer, as an example. Alex is specializing in photography websites.

We will show how Alex has positioned himself to get exactly the work he wants.

We will walk you through a ”teardown” of Alex's actual website, breaking his positioning efforts into its parts – making it easy for you to emulate.

Alex Vita - ForegroundWeb - Web Designer Specializing in Photography Websites

Meet Alex Vita, a website designer who's nailing his marketing!  

Read Alex's own feedback on our ”teardown” in the sections called "Alex's Reflections."

Along the way, we’ll introduce 19 tools that you can use yourself to position your business – going in-depth into each tool one at a time.

By the time we’re done, you’ll have the complete toolbox.

So, how does Alex feel about positioning?

Alex's Reflections

Looking back, positioning myself in a specific niche has given me some important yet intangible things: peace of mind, clarity, and courage. And I value them more and more as I get older.

Focusing only on a vertical (photographers in my case) makes everything simpler. It's not easy, but it's simpler. I can focus on one single thing, and do it with confidence.

These intangible factors have made it all a pleasant journey for me. I've never felt close to burnout. Instead, I keep finding more and more meaning in what I do.

What is Brand Positioning Anyway!?

Your brand’s position is the place it occupies in someone’s mind.

Positioning is what you do to influence how you and your business is perceived by your ideal clients.

Your Positioning Statement & the 8 Fundamental Questions

A Positioning Statement expresses how a given product, service or brand fills a particular type of client's need in a way that its competitors don’t.

Effective positioning answers Eight Fundamental Questions simmering in the back of a prospect’s head:

Branding for Creatives - The 8 Fundamental Questions of Effective Brand Positioning

This is how Alex’s positioning statement might read:

Branding for Creatives - Example of Positioning Statement for Creative Professionals

Positioning Tool #1

Your Positioning Statement

The DNA of your visual brand

Hinge Marketing

"When you understand the core message you need to communicate to prospects, you can make informed decisions throughout the creative process. Your positioning becomes the DNA of your visual brand."

Your positioning statement should be an honest reflection of your product, service, or brand.

It expresses how your product, service or brand fills a particular type of client's need in a way that its competitors don’t.

It’s important to remember that no one cares if you’re different unless you’re different in a way that will help them get something they desire deeply.

The key to a good statement is specificity.

It's for your own use. A good positioning statement is a guidepost for all your efforts. It helps you maintain focus. Every marketing and product decision you make must align with and support it.

Use your statement as inspiration for persuasive language on your website and in other marketing materials.

In your Positioning Statement, you answer the eight fundamental questions. 

Here is a template for your own, personal positioning statement. Fill in the blanks:

  1. 1
    What’s your name? [Brand], [Personal name], and [Company role].
  2. 2
    What type of service do you provide? [Product or service category]
  3. 3
    Who do you serve the best? [Ideal client]
  4. 4
    How will your service improve my life? [Key benefit/-s]
  5. 5
    What makes your offer unique? Why should I buy from you, specifically? [Primary differentiator/-s]
  6. 6
    Do you have the expertise I need? [Proofs]
  7. 7
    Do you have enough experience? [Proofs]
  8. 8
    Would I enjoy working with you? [Brand personality]

Now, let’s continue breaking down Alex's positioning efforts so you can do the same for yourself.

Fundamental Question #1

Who Do You Serve the Best?

In this part, we'll break down how Alex signals with whom he prefers to work.

We'll be introducing these positioning tools:

My ideal clients

are semi-pro and pro photographers who have a poor or outdated online presence and are looking to improve their site or build a new one from scratch.

They are usually already established in the photography industry and are just looking to make their website have a bigger role in their photography business."

In his Brand Name, ForegroundWeb, Alex has incorporated a term that photographers would recognize.

The "foreground" is the part of a scene that appears closest to the camera.

Alex’s logo design is also a subtle reference to whom he serves the best.

ForegroundWeb - Logotype

The logo parts represent three basic concepts in photography - foreground, mid-ground, and background.

Alex’s Color Palette is made up of the most popular colors in the photographic industry.

Brand Positioning Tool - Color Palette - Example [Branding for Creatives]

Black and white are the dominant colors for logos in the photography industry.

However, leading brands (CanonAgfaPhoto) often rely on red to punch up the drama. They pair simple typography with a bold showing of red to focus the eye.

Alex's Reflections

The three primary saturated colors aren’t random. They’re part of a triadic or split-complementary color scheme I created when first building the site. They go harmoniously together.

Whenever I link to various sections of my site, I try to use the three colors consistently.

- I use red shades red for all branding purposes (logo, main site accent colors, body copy links).

- I use green for the free resources I offer (and newsletter subscribe buttons, things like that. Green is known to encourage clicks, and it feels fresh).

- I use the blue shades for my web-design services (where blue is known to inspire "professionalism," seriousness, etc.)

On his web site, Alex also uses strong Headlines to emphasize who he serves best.

He uses a simple WHAT + FOR WHOM format, for example:

Brand Positioning Tool - Headlines - Example [Branding for Creatives]

On his About Page, Alex incorporates an “About You” section that describes his ideal client:

you run a photography website or blog.

You're probably looking for more clients and better ways to professionally showcase and sell your photography work.

You want the freedom to do what you love, to infuse your personality into MORE MEANINGFUL photo projects.

You also know that a great website can help you find work and raise your prices over time, like a marketing engine.

On his service pages (for example, custom website, website makeover, or SEO review), he goes into even more detail about whom a specific service is intended for.

For example, here’s Alex's description of the ideal clients for the photography website makeover:

Branding for Creatives - Example of "For Whom?" Web Copy

Your Logo

A logo can help to position your firm.

But don’t expect it to do all your branding on its own.

The logo is just one part of your visual identity.

Most important, your logo must look different that of from the competition!

Besides that, limit what you try to do with your logo.

A logo can convey some of the following, but it cannot reasonably do all these things.

  • It can tell your name.
  • It can tell what you do.
  • It can convey some facet of your Brand Personality (for instance, that you’re exciting, sophisticated, or competent).
  • It can tell who you serve.

Brand your best thinking with your logo. Use it on your firm’s intellectual property - reports, blog posts, etc.

Logo Resources

More Logo Examples

Brand Positioning Tool - Logo - Example [Branding for Creatives]

PartsLogix develops eCommerce websites and parts management systems for aftermarket parts manufacturers, distributors, retailers, and tuner shops.

The PartsLogix logo both connotates racing and tuning (the screw nut.) Their logo uses black, white, red, and shades of grays – all classic colors in the world of high-performance motors.

The logo is usually accompanied by PartsLogix’s tagline “High-Performance eCommerce” in italics.

Brand Positioning Tool - Logo - Example [Branding for Creatives]

Kestrel Website Design & Development present themselves as “agricultural web designers.” They specialize in design and development for family farming operations, grain elevators, and crop-protection companies.

The Kestrel logo connotates nature. You’re most likely to see kestrels perching on fence posts, utility lines, and telephone poles, particularly on farmland.

People working the fields might recognize the kestrel.

The logo is always accompanied by “Website Design & Development.”

Brand Positioning Tool - Logo - Example [Branding for Creatives]

Growfio develops small business websites, and then manage them for a low, flat monthly fee. They promise an amazing website that can help your small business grow faster.

Green is the color of nature. It symbolizes growth, harmony, freshness, and fertility.

It’s also the most restful color for the human eye; not a bad option or stressed-out small business owners.

Positioning Tool #3

Your Color Palette

Colors can help position you.

However, there is no generic response to color. Its meaning depends on context.

For example, black can mean high quality and trust, or it can mean fear and terror. Color means different things in different cultures, some colors are favored in specific industries, etc. Knowing a bit about the emotions conveyed by particular colors can help you select the right ones.

In your target group, which color is likely to evoke the response you want?

A color palette is usually defined by the colors in a logo.

It should also be simple, with only 1 to 3 primary colors. You can also select secondary colors to be used alongside your primary colors in some of your materials. Picking a few additional colors helps your brand stay exciting but still on brand.

This should feature 1-3 primary colors and 2-3 secondary colors (black and white count).

Positioning Tool #4

Your Headlines

Headlines either draw the visitor in, or they push him or her away.

Subheads lead your visitor through the body of your copy to get the gist of your message.

Besides grabbing attention and summarizing the text, essential qualities of a compelling headline or subhead are:

  • They screen and qualify readers
  • They communicate the true benefit of your service, in a way that’s meaningful to the reader.
  • They establish credibility. If you have an “authority card” to play, play it here.

Such headlines and subheads will help position you.

Positioning Tool #5

Your "About You" Page

List the qualities that define your ideal client.

In this copy, you literally list not only who your ideal clients are, but also what they need.

You fundamentally say, “If you’re this, this, or this … and you need this, this, or this, I can help.”

Talk about your ideal client’s struggles, objectives, and desired outcomes.

Show them how you handle these challenges.

When they read your description, you want them screaming out loud ‘Yes, that’s me!’

Also, describe who isn’t an ideal client. In this way, prospects who aren’t a good fit can disqualify themselves - saving time for both of you.

Fundamental Question #2

What's Your Name?

Like almost everyone else, Alex suffered from analysis paralysis before choosing a name for his business. This is why he finally chose ForegroundWeb, and what's good and bad about that particular name.

We'll be introducing this tool for positioning:

Alex uses ForegroundWeb, a business name, as his Brand Name

Why "ForegroundWeb?"

I wanted to make the business as professional as possible, and have the ability to scale it in the future.

That made me think of rebranding under a business name (instead of my own personal name), basically setting the ground for building a web design agency in the future (working with photographers exclusively, of course).

He integrates the name into the Logotype, which is shown in the page header (and footer). That makes it pretty darn hard not catch his brand name – even on a short visit:

Brand Positioning Tool - Brand Name - Example - ForegroundWeb [Branding for Creatives]

Has Alex picked a good name for his brand?

In many aspects, yes! Here’s why:

  • It’s a relatively unique name in its niche (photography websites).
  • The name hints at the target group, photographers. “Foreground” is a photographic term. It makes the brand more appealing and memorable for photographers.
  • The name also hints at the product/service category (“Web” implies “website design”).
  • Alex resists the temptation to include product category keywords, for example, “photo,” in the name. Doing so would only make him sound like a generic alternative.


  • The name is a bit mundane. It has no surprise or shock value that will jumpstart attention. Still, the name matches Alex’s brand personality. He’s quite serious about his work.
  • The length of “ForegroundWeb” is a bit on the long side. Even Alex sometimes shortens his brand to FGW or FG, which indicates that the name is somewhat cumbersome to use. Anyway, three syllables are still an acceptable length.
  • ForegroundWeb sounds good when spoken. The name also looks pretty good on the website.
  •  At least to me, “ForegroundWeb” feels slightly contrived. It might make the name hard to catch and/or remember for some people. Here’s an anecdote:
"Four Grand Web"


When I first heard Alex say, I thought he had said "," as in Four Grand Web, as in my price is $4000, and I thought, HA! well, that is being upfront about the price!”

Alex's Reflections

Good points about the pros and cons of my brand name, I agree with them.

All in all, the naming process was hard initially, I suffered from "analysis paralysis."

But over time, I think less and less about my brand name. Word-of-mouth happens regardless of it. With high-quality work, you get referral traffic even if your brand name doesn't follow best-practices.

I did try to find something shorter. I even considered just calling it "Foreground" (without the "Web" suffix) at one point, but I decided against it. The shorter the name, the more competition (and trademark research.)

There were plenty of other businesses with just the word "Foreground" (even if not precisely in this niche), so I had to differentiate it somehow, and that's when I looked for an appropriate suffix to add.

"Web" seemed to fit best (and the domain was available), but I did register plenty of other domain variations as well (as "brand protection," which all redirect to my site), for example, I also own "misspelling" domains, so if people type it in manually, they still get to my site, e.g.,

Positioning Tool #6

Your Brand Name

Above all, the job of your brand name is to distinguish you. You want it to position yourself AWAY from your competitors.

Back in 1976, computer manufacturers favored unemotional, clinical names like IBM, Texas Instruments, and Digital Equipment. The same year, Steve Jobs founded “Apple.”

Brand Positioning Tool - Brand Name - Example - Apple VS Digital Equipment [Branding for Creatives]

From the get-go, its name positioned Apple away from its competitors. Apple was immediately perceived as simple, friendly, and approachable.

A name positions you if:

  • It’s unique within its niche: A totally unique name can only be created from scratch (Apple, Xerox, Sony).
  • It hints at the product/service category (or use or experience of your service): For example, you can suggest a product category by shortening the generic description for it. Vanilla wafer-style cookies became the brand name “Nilla.” You can bring over a word from another usage and repurpose it, e.g., Apple’s Safari or AirPort.
  • It doesn’t include the actual name of the category: Brand names with such keywords, e.g., “web design,” will blend into a gazillion of competitors. Explain what your business does, but your brand name isn’t the place.
  • It brings forth the personality of you or your company (Virgin, Apple)

To test a name’s distinctiveness, compare it to your competitors. Create a list. Is your brand name following a trend, blending in, or standing out?

A memorable name is:

  • Short: In general, the shorter, the better (GAP, Apple, Nike). The longer and more complicated a name is, the harder it becomes to remember. One or two words are recommended, and usually not with more than two syllables per word.
  • Simple: Uses few letters (Nissan, Coca-Cola)
  • Sounds good: Alliterates. (Dunkin’ Donuts, Weight Watchers, Volvo)
  • Looks good: How does the name look like in a logo, ads, etc.?
  • Easy to pronounce: (iPod, Subway, Wonderbra)
  • Easy to spell: Don’t mix numbers and letters, or upper- and lowercase.
  • A bit of shock or surpriseSomething slightly provocative will get attention and is also easier to remember. (Slack, Red Bull, Monster, Virgin)

Naming Resources

More Brand Name Examples

Brand Positioning Tool - Brand Name - Example - Squareflair [Branding for Creatives]

A neat name for a Squarespace focused design studio!

“Square” refers to Squarespace. “Flair” means both “a special or instinctive aptitude or ability for doing something well” and “stylishness and originality.”

Technology focused web designers often incorporate some reference to the technology into their brand name.

Brand Positioning Tool - Brand Name - Example - WebNeutralProject [Branding for Creatives]

This web hosting company focuses on neutralizing their clients’ carbon footprint.
“Web Neutral” is a reference to “carbon neutral,” or having a net zero carbon footprint.

“Neutrality” refers to achieving net zero carbon emissions by balancing a measured amount of carbon released with an equivalent amount sequestered or offset, or buying enough carbon credits to make up the difference.

Brand Positioning Tool - Brand Name - Example - HeyCarson [Branding for Creatives]

Hey Carson offers on-demand support for Shopify store owners, one small task at a time.

The firm uses a butler theme for their name and logo.

A butler was the chief manservant of a house, and Carson is probably the most well-known fictional butler. He is the butler of the aristocrat family in the ITV series Downton Abbey.

Fundamental Question #3

What Type of Service Do You Provide?

In this part, we look at how Alex names his services to attract exactly the clients and the types of projects he wants.

We'll be introducing these positioning tools:

Alex's Featured Service is web design.

Brand Positioning Tool - Featured Services - Example - Web Design [Branding for Creatives]

It’s the first thing you learn when you land on his website. On his home page, above the fold, in bold letters: "Web-design education & services."

The first thing he shows you are website designs - three of them.

It's the only service Alex places in his navigational menu.

Because building a website from start to finish – custom web site design -- is what Alex enjoys the most.

Alex's Reflections

I'd add that it's not just a matter of what I enjoy doing.

It's what I noticed (over time) that my audience needs the most.

So, the order of the services I promote are in the order that makes most logical sense for the majority of my audience (building a new site from scratch > improving an existing website > then some reviews/audits for an existing site > then smaller stuff like maintenance and consulting).

The upper part of his home page isn’t a typical Hero Image, but its purpose is the same. It’s an introduction. It is designed to grab attention and to give the visitor a sense of what to expect from the rest of the site.

Alex's Reflections

The top area used to be more visual, and the writing was completely different:

Brand Positioning Tool - Featured Services - Bad Example - Web Design [Branding for Creatives]

The old wording was misleading:

'Your photography website is the foreground of your work. Make it amazing!'

'Your photography website is the foreground of your work. Make it amazing!'

People thought I was selling website themes/templates, instead of offering web design services or articles.

Plus, I was then trying to be overly clever with the mention of the word "foreground."

My current homepage is more straightforward and more effective.

Further on, on his main page for web design service, he highlights the type of projects he wants more of. And in that part, “Custom websites” comes first.

Brand Positioning Tool - Featured Services - Example - New Custom Website [Branding for Creatives]

On pages for individual services, his Service Names positions himself even more clearly as a photography website designer:

Alex's Reflections

I always try to use specific words used by my audience in the service descriptions (not in the titles necessarily, but in the copy explaining the services.)

Whenever I get new emails from photographers, I keep an eye out for specific phrases they’re using to describe their needs, and then I infuse them into my services pages.

I think I've updated the copy on my services pages 10-20 times.

Alex also uses Supporting Graphics to position himself.

Everywhere on this site, you find a lot of mock-ups and photos of photography websites - on the home page, in blog posts, service pages, etc.

Brand Positioning Tool - Supporting Graphics - Example [Branding for Creatives]

Your Featured Services

Most clients will only consider you for the type of services you feature.

Your “Featured Services” are the 1 to 3 type of services you bring to the front on your website.

You might do all kind of jobs, but these are the type of jobs you want more of – ideally, they’re the most lucrative or satisfying or both!

Positioning Tool #8

Your Service Names

Names of your services should be simple, reflect the target users, and their needs.

If you use service plans or packages, stay away from names like Bronze, Silver, and Gold, which conveys very little about what they get.

One good practice is to name your services (or plans) so that potential clients can self-select into them based on their needs and aspirations.

A plan or service name can help your positioning when it:

  • Describes what your service does (a task - not a technology)
  • Describes for whom your service is, for example, “solo” or “team.”
  • Describes what your service will allow your clients to do (a benefit)
  • Describes why someone should buy specifically from you, and not from the next web designer (a differentiator)
  •  It uses the same words users use to explain your type of service
  • Evokes an important feeling

The average prospect should be able to easily understand the meaning of the plan and the array of features that come with it.

Positioning Tool #9

Supporting Graphics

In addition to logotype/alternate mark, color palette, and fonts, your visual identity can use supporting elements such as:

  • photographs
  • illustrations
  • product icons
  • user interface icons
  • charts and graphs
  • infographics

There’s no need to use the exact same images over and over again. Just make sure they all have a consistent look and feel.

For photos, you can use some sort of texture. This can be an intricate pattern or a simple color overlay that you put on top.

Use images that support your positioning. The imagery should resonate with your target group and be easily recognized. Avoid clichéd imagery.

Fundamental Question #4

How Will Your Service Improve My Life?

In this part, we will see how Alex highlights the final outcomes a photographer can expect by working with him.

We'll be introducing this tool for positioning:

It’s now Alex offers a potential client to gaze into a crystal ball. This is where he paints your better, future life.

What will be the final outcome, the Key Benefits, of buying his services?

Specifically, Alex paints a picture of:

1. A website that converts visitors into clients
2. More visitors from Google
3. An easy-to-manage website

How does Alex know what pains to address? For every new project, Alex sends prospects his project kickstarter form.

Alex's Reflections

To further strengthen this point: since I ask my clients a full questionnaire before starting each project, I was able to do a recap of their most common needs/wished. Time and time again they were looking for "more clients" and "more sales." Helping their business has to be my primary focus, always.

When writing copy for my services, or for the benefits my clients would get, I couldn't just re-use what I saw on other sites, because they always sounded too salesy to me.

It was tough to come up with wording that's more down to earth, and that sounds honest.

And there's still room for improvement. There's a middle ground somewhere, where you use natural language but are still not afraid to sell what you're offering.

Here are some other worries he has harvested through his form:

  • “I am worried that I will be lost when it comes to updating the site and changing the content or the way things look or progression through the site. I want to feel comfortable going forward alone with everything.”
  • “I don’t have the time (nor expertise) to manage the site…”
  • “Worried about the user-friendliness of the back-end.”
  • “I just need websites that are incredibly easy for me to manage.”

Obviously, this is why one of the benefits Alex emphasizes is an easy-to-manage website. It addresses precisely those worries.

Alex’s Key Benefit #1 - A Website That Converts Visitors Into Clients

A thriving photography business

Alex Vita / ForegroundWeb

Alex knows that what potential clients are ultimately seeking is to grow their photography business. So that’s what his positioning is based on.

His photography websites will attract more visitors from search engines. A site built by Alex will convert more visitors into sales, inquiries, subscribers, etc.

He describes his web sites as a “marketing engine for your business.”

Get noticed & sell more work…

…more clients and better ways to professionally showcase and sell your photography work.

…you can expect to get some cool results: better feedback from clients, higher search engine rankings, more clicks on your calls to action, and eventually more clients/sales.

The ultimate outcome is more money.

Alex's Reflections

Business growth is the ultimate goal for my work, and what my clients are ultimately seeking, is a growth of their photography business through building a stellar web presence with my help.

That means building a website that converts well (by following all the recent UX best-practices) and guiding them on how to use the website to increase their sales (whether that's prints, image licenses, image-based products, etc.)

Alex’s Key Benefit #2 - More Visitors From Google

Photographers are obsessed with SEO, often overdoing it.

Alex Vita / ForegroundWeb

Alex knows that photographers (often blindly) want more search engine traffic.

To be compelling, he must address that want:

Results my clients see: More organic traffic from Google after on-site SEO changes.

…maximize your Google rankings & get found online.

…you want to rank higher and get more traffic.

Alex’s white-hat, on-site SEO is likely to produce more organic traffic.

However, he also knows that he can’t guarantee high rankings.

He’s candid about it.

I won't give guarantees [regarding organic traffic], but I'll make an honest commitment instead: I will just do my best to improve your site's SEO, cleanly and thoroughly, while also teaching you where & how to do your SEO work as well.

Alex manages to dangle the benefits of good SEO before his photographer prospects, without overpromising.

Alex’s Key Benefit #3. An Easy-To-Manage Website

Their dream is to create something completely automatic.

Alex Vita / ForegroundWeb

He knows that a photographer seldom knows (or care) a lot about website design or maintenance.

That’s why Alex emphasizes that his photography websites require little time and expertise to manage.

The ultimate benefit is peace-of-mind and saved time.

Examples of his web copy:

…worry less about the technical details of their online presence.

…you start getting over-stressed with design elements, coding issues, SEO, site performance, etc. ForegroundWeb aims to be your friend…

…always having a helping hand for support and fixing any problems.

Additional benefits

But Alex doesn’t stop there, he digs deeper.

Every key benefit carries with it additional benefits.

For example, what is the benefit of a “more traffic from Google” and “a website that converts?” According to Alex, it’s “a thriving photography business.”

What is the benefit of an “easy-to-manage website?” It’s “more focus on the art and craft of photography.”

What’s the ultimate benefit of all of it? It’s “…the freedom to do more of what you love in the future."

…return to the core of your business: shooting great images.

“…focus more on the art and craft of photography.

…the freedom to do what you love, to infuse your personality into MORE MEANINGFUL photo projects.

Positioning Tool #10

Your Key Benefits

Features are facts, specifications, or technical details about your services.

This kind of nitty-gritty detail adds substance and credibility to your copy. Features are honest, and that builds trust.

However, (unless you’re selling to an expert audience) few potential clients will immediately recognize how features will improve their life.

As an expert yourself, you’re biased. Most potential clients can’t make the same connections as you do.

Unless you paint it (vividly) for them.

 describe the final outcome of your services. They represent the “after” in a “before and after”-scenario.

“After having bought your service, exactly HOW has my life changed for the better?”

Potential clients often feel that sales copy doesn’t speak to them. It’s too superficial. Your service sounds kind of useful, but (unfortunately) not valuable enough to buy.

The truly compelling benefits remain hidden to them.

To uncover your true benefits, you must do some digging.

You first need to know what your client desires.

For each feature, keep on asking “So what?” until you hit what your ideal client wishes, desires, and secretly dreams of.

key benefit is what provides the highest value to the client.

So, what is a good benefit?

  • It’s specific. Don’t be fluffy. State specific benefits (for example, “increases sign-ups by 32%”). An ultimate benefit (for instance, “you’ll earn more money”) is appealing but too generic to be used alone.
  • It’s relevant. As a prospect, is the benefit of your service something I genuinely care about? A true benefit gives me a compelling reason to buy. It links back to my deepest desires, such as saving time; reducing costs; making more money; becoming healthier, famous, being happier, more relaxed, or more productive.
  • It’s believable. Do I believe that YOU (the specific provider) can deliver on this benefit? How does your claim compare against current perceptions about you?
  • It’s proven. Can you prove the benefit, for example, with customer testimonials, benchmark studies, or 3rd party comparisons and reviews? It’s essential to have some metric for monitoring how you deliver on promised benefits.
  • It’s sustainable. Marketing is a long-term game. Chose a benefit that you can defend and claim for a very long time. Think beyond the "immediate" offer.

Don't overwhelm the prospect with too many benefits!

As a rule, focus on a single key benefit, or a small set of benefits that fit logically together.

Do not present your prospects a smorgasbord of benefits. It’s your job as a service provider to sort out the benefits most valuable to each of your target audiences.

Most headlines can only carry one benefit, two at the most.

Longer copy can present more, but more benefits mean more risk of overlap or duplication – or readers forgetting or becoming confused.

Once you have identified their desires, articulate them using their own words.

Key Benefits Resources

Fundamental Question #5

What Makes Your Offer Unique?

In this part, we will see, for example, how Alex uses pricing to manage expectations, weed out undesirable clients, and position his business for his ideal clients.

We'll be introducing these tools for positioning:

Alex’s strongest differentiators are:

  1. 1
    He specializes in customized photography websites.
  2. 2
    His website projects include unlimited, customized, personal help
  3. 3
    He’s affordable.

Undoubtedly, Alex has an attractive USP to professional photographers.

He’s a specialist in photography websites, and he offers unlimited personalized, personal help for an affordable, fixed price.

However, his USP isn’t apparent at first glance.

As a potential client, you must piece it together yourself.

We feel that Alex could benefit from articulating his USP more clearly in his messaging, and maybe even more important, present it in one highly visible place.

His USP deserves more attention.

Alex's Reflections

I agree with your USP recommendations. I'm constantly looking for better ways to position myself, but I want to be careful.

Each positioning statement is a double-edged sword. For example, promoting my affordable prices more could lead to cheaper clients. Promoting my "unlimited help" could lead to freeloaders looking to exploit my time.

Plus, my positioning will likely evolve over time (based on... well... many factors: the industry, what I like doing, time, family priorities, etc.)

Alex’s First Differentiator - Specializing in Photography Websites

Specialized in photography websites

Having specialized in photography websites, I learned many of their particularities (specific browsing habits, performance for image-heavy pages, tailored SEO advice, ways to showcase galleries, eCommerce for prints and image licenses, etc.), which allowed me to become really good at it.

Alex only makes photography websites. His specialization differentiates him from most web designers. It’s Alex’s most significant Differentiator.

How does Alex communicate his specialty?

Even as a first-time visitor, just skimming the website, you would be hard-pressed to miss Alex’s specialty.

He makes ample use of Headlines in a simple “WHAT, FOR WHOM?” format.

Brand Positioning Tool - Headlines - Example - Web Design Services for Photographers [Branding for Creatives]
Brand Positioning Tool - Headlines - Example - Web Design Services & Consulting for Pro Photographers [Branding for Creatives]
Brand Positioning Tool - Headlines - Example - Websites for Photographers & Agencies [Branding for Creatives]

Alex also claims his expert status through copy:

· I can answer any questions and give you strategic advice on how to grow your business and improve your photography website. Especially when you're feeling overwhelmed, and you don't know what path to choose…

· Sure, you can hire low-level designers and developers, but they usually just follow instructions and don't really try to understand and solve your real problems. I try to know your audience, your business goals, your needs and dig in to find more strategic design solutions.

· I can also provide some insight into topics like business planning, differentiation, defining your USP, market research, digital photo workflow, photo editing, etc., or point you in the right direction to learn more.

Also, Alex’s Portfolio Profile is well focused. In his 12 pieces strong portfolio, he shows nothing but photography websites.

Brand Positioning Tool - Portfolio Profile - Example [Branding for Creatives]

Three client examples:

- Claire Thomas (photojournalist and fine art photographer)

- Good Doggy (pet photographer)

Hoofsprint (photographer for the horse industry) 

Alex’s Second Differentiator - Unlimited, Customized, Personal Help

Help needs to be more personal,

so less “productized services” (website-in-a-day packages, fixed-price website reviews) and more human interactions with as much consulting as needed to help the photographer out.

Unlimited personal and personalized help is Alex’s second-level differentiator.

Alex knows that his potential photographer clients often are technically inexperienced and feel uncertain about online marketing. The photographers often need personal help throughout the entire process. 

Alex differs in that he doesn’t charge extra or limit the amount of help.

Help comes in three flavors:

  • His website projects include unlimited, strategic one-to-one consulting (at a fixed price). From a business, online marketing, and technical perspective, he’ll help you to prioritize what needs to be done.
  • While you’re learning how to manage your new photography site, he offers as much handholding as you need (at a fixed price).
  • His website projects include indefinite support for small tweaks (at a fixed price). 

How does Alex communicate this differentiator?

Copy examples:

· I like to include ample discussion time, via Skype or Google Hangouts, especially towards the beginning of the project, so we both fully understand what needs to be done.

· I’m used to “hand-holding” clients till they can manage the site on their own: sending step-by-step instructions or link to tutorials, jumping on quick Skype calls with screen-sharing, etc.

· If fixes take me a few minutes, I gladly help out indefinitely. But if something requires more advanced work, we discuss that as a separate mini-project on an hourly basis.

Alex's Reflections

There are two reasons why I want to emphasize this "personal help" aspect to my clients:

1. As you said, personal help is a great way to differentiate myself as a web designer. It sets me apart from services like Upwork and other cheap, "race to the bottom" freelancer sites. When you're replaceable, your only differentiation becomes price.

2. I know, from experience, that personal help is the way to better outcomes.

When I get a chance to talk to the clients more frequently, I’ll become a "trusted advisor" (who sometimes needs to say “no” to them, and not just blindly implement thing they say they want.)

They're hiring me for my expertise as well. And when clients are open to my opinions, we usually end up discovering better solutions for their website.
And you only get to that stage through better communication.

Alex’s Third Differentiator - Affordable Prices

Affordable and design & development services.

In all honesty, I'm not the cheapest in the industry, nor do I want to be. The quality that I aim for doesn't allow for the prices offered by open marketplaces like Upwork. I don't participate in their race to the bottom.

I'm the person you hire when you need your photography website done right, delivered on time for the right price.

Cost of living in Romania is lower than in the United States. Alex obviously has a cost advantage, but he doesn’t primarily compete on price.

He does mention that he’s affordable, but he doesn’t promise rock-bottom prices.

Instead, Alex uses his “unfair advantage” to pack more value into his projects. Then he lets his happy clients crow about the outstanding value:

Alex maintains a high and very welcome level of quality, dependability, affordability and creativity. He stands out in all the many, many half-ass and mediocre companies out there


Alex priced competitively and then delivered in spades! He has built 2 sites for us, continues to provide outstanding IT support and we have no thoughts whatsoever of going anywhere else with future website work.

Nicholas Reid, Showglow Pix, Australia

·  “Alex added value at every step of our project, and we soon came to trust his skill, creativity, and clear, concise communications.”
·  “I can only recommend his work skills for anyone looking for an affordable way to get the best out of a website.”

In in a section called “A word about costs,” Alex does mention some rough ballpark figures: website makeovers usually range between $1.000 & $3000, and new custom websites start at $5.000.

This is his way of managing price expectations (and to discourage bad-fitting prospects from the get-go.)

He explains all prices are fixed and set on a project-by-project basis.

The price never alters, there are no "surprises" or hidden costs. I want to have an up-front and honest working relationship.

Besides that, he doesn’t talk much about pricing on his website.

Alex's Reflections

For a long time, I resisted the idea of mentioning any prices on my site.

That's because I want to price based on the value that I provide to my clients, and each project is unique.

But I did end up displaying some ballpark figures, which helps potential clients to expect high-quality service, and to self-select.

It saves me time from sending proposals or scheduling calls with the wrong people.

Positioning Tool #11

Your Differentiators

A differentiator is a characteristic of your firm that separates you from your competitors. It gives you a perceived advantage in the eyes of your ideal client.

It’s the very reason why a client hires you instead of some other company competing in your particular niche.

It may be related to your key benefit, but does not have to be.

Bear in mind, the key benefit is what provides the highest value to the client. The primary differentiators are what distinguishes you from your key competitors (for example, a favorable payment plan, a guaranteed result, or 24hr support.)

When a potential client is evaluating you, your differentiators are what tips the scale in your favor.

A differentiator must pass three tests:

  • Is it true?
  • Can you prove it? Can you back up your claim with testimonials, research, reviews, etc.?
  • Is it relevant? Do your ideal clients care?

Differentiator Resources

Positioning Tool #12

Your Portfolio Profile

Most clients will only consider you for the type of projects you feature.

Build your portfolio with the work you want to do in the future. Only pick pieces that clearly reflect what you want to be known for and the type of jobs you want.

It rarely crosses my mind that this person would want to do something other than what’s presented in his or her portfolio.


Show enough of your work to prove your expertise, but not so much that you lose the viewer’s interest.

Don’t show more than one or two examples of the same sort of work. For example, only include a few banners for cell phone plans even if you have done dozens.

If you're good, it'll be evident in ten to fifteen pieces.


Express your Brand Personality. Let potential clients glimpse the person(-s) behind the work. A prospect needs to like and trust you.

A strong representation of self is nearly as important as strong representation of skills. When reviewing a digital portfolio, you're gauging cultural fit, too.


To position your portfolio:

  • Highlight 1-3 projects.
  • Pick only pieces that differentiate you, e.g., an industry focus or a signature style.
  • Think about the competition too, pick only the pieces that stand out/feels different in your chosen categories.
  • Organize your portfolio according to your focus areas, e.g., the industries you target.
  • Show your personality, aspirations, passions, and interests through the pieces you pick and accompanying notes.

Finally, if you work in two or three different styles or have different skills, for example, web design and illustration, strongly consider having separate portfolios.

Portfolio Profile Resources

Fundamental Question #6

Would I Enjoy Working With You?

In this part, we will see  how Alex uses language, tone of voice, and look and feel on his website to express his brand personality so clients will trust him.

We'll be introducing these positioning tools:

How does Alex sound, look, and feel like?

What’s his Brand Personality ?

Fundamentally, Alex comes through as a sincere, honest person. He has integrity. That’s his essential trait.

A close second would be competent. Alex is on top of all things regarding photography websites.

Branding for Creatives - Example of a Well-Positioned Creative Entrepreneur - Alex Vita

On his About Page, Alex portrays himself as honest, friendly, and committed to getting business results for his photography clients.

His design & development service is just a means to an end.

He will also tell you about his own love for and background in photography and web design:

· I'm all about honest web-design services…

· I pride myself in always have a one-on-one personal connection with my web-design clients. […] “…collaboration & "hand-holding" have become part of the work)”

· “No big-agency crap.

· Everywhere I worked in the past, I was usually brought in to make sense of the whole situation and find a path through the fog. With this skill, I help photographers structure their websites and prioritize what needs to be done (aka figuring out the tasks that would make the most impact instead of just doing thoughtless "busy" work).

· In everything I do, I want to be helpful and to encourage kindness. So, I choose not to work with people who come with the wrong attitude (superiority, arrogance), life's too short to spread bad feelings out into the world.

· …I have no tolerance for dodgy marketing tactics or black-hat SEO practices.

Alex also has a dedicated work ethic page.

His Tone-of-Voice supports his brand personality.

His language is informal, mostly without slang and no swearing. He uses everyday language, almost void of technical terms. He doesn’t fluff or exaggerate. Sometimes, there is a hint of subtle humor.

He addresses the readers with "you" and "your."

He consistently uses “I,” never “we” when he speaks about ForegroundWeb.

Alex's Reflections

The initial version of my site featured much less "me," and instead promoted the site brand instead.

I thought I was going more towards building a web-design agency, hiring a team. So, the site needed to be de-coupled from me as a person.

Since then, I completely changed my perspective on things, my goals. And this is a huge decision that dictated everything recently. I now want it just to be a solo business. I don't want the hassle of managing other people. I feel much better in control of my own work, and I'll grow the business through other means (higher-paying clients, informational products, etc.). And I've learned this from listening to a ton of business and freelancing podcasts and books. Hiring people is no longer the dream. Running a successful solo business is now a good option. It leads to a better lifestyle too.

I really liked the part with the five archetypical personalities. I immediately realized that I DON'T appear:

· Excited: but I don't want to change this. I’m very calm and balanced. It would be lying to show crazy photos of my laughing with a big grin or something.
· Sophisticated: again, I'm all about minimalism, simplicity, living within your means. I internally despise pretentious people :-) So, of course, I didn't want to portrait that type of image about myself either.
· Rugged: nope, I'm softer in nature. I don't get that well along with very Type A personalities.

I'm an introvert. I like hiding behind a keyboard. So, becoming the "face" of a business was hard. It took a long time for me to gather some self-portraits and place them in various areas of the site. I knew it needed to be done because I wanted clients to relate to me, to trust the site, and self-portraits are great for that.

Positioning Tool #13

Your Brand Personality

Your Brand Personality is the outward-facing, human component of your firm’s image. It’s emotional, rather than intellectual.

It describes a brand as if it was a person.

A clearly expressed brand personality will attract those who get you and will deter those who don’t.

From the way your site looks, sounds, and feels, your visitors will get a gut feeling. What’s this firm like? What are the people like?

There are five archetypical brand personalities:

  1. 1
    Sincere (down-to-earth, honest, wholesome, cheerful, kind, thoughtful, an orientation toward family values)
  2. 2
    Excited (daring, spirited, imaginative, up-to-date, carefree, youthful)
  3. 3
    Competent (reliable, intelligent, successful, accomplished and influential, highlighted by leadership)
  4. 4
    Sophisticated (upper class, ultra-premium, charming, elegant, prestigious and sometimes even pretentious)
  5. 5
    Rugged (outdoorsy, tough, rough, strong, and athletic)

For clarity, each brand has should have only one leading trait.

Think about it! How do you behave? How would you like people to describe you?

Boil down your firm’s personality into a few keywords or key phrases, preferably adjectives. For example, “sincere,” and “committed to helping photography businesses thrive.”

Pick traits that:

  • Separate you from your competitors.
  • Evoke an emotional response.
  • Are appealing, inspiring, or similar to ideal client’s own traits.
  • Grow out of the culture of your firm and/or who you already are as a person.

Use your brand personality to shape your outward communications.

Express your brand’s personality through:

  • Tone-of-Voice - the language you use to describe the firm.
  • Look & Feel - the visual presence of the firm itself.
  • Staff Stories . The stories you tell about the people behind the brand - the people doing the actual work. At the end of the day, professional services, like web design, are always delivered by a person.
  • In-action photos Publish photos of yourself and your staff in action. It can help the client envision your brand at work.

Positioning Tool #14

Your Tone-of-Voice

The language we use (not what you say, but how you say it).

"People don’t always remember what you say or even what you do, but they always remember how you made them feel.”

Your tone-of-voice is an expression of the people behind the brand.

Use your Brand Personality to guide your use of:

  • level of formality
  •  technical terms vs. everyday language used by your ideal clients
  • colloquialisms and slang
  • choice of pronouns (I, we, you, etc.)
  • use of humor

Tone-of-Voice Resources

Fundamental Question #7

Do You Have Enough Experience?

In this part, we will see how Alex establishes trust among strangers by including metrics and statistics on his website.

We'll be introducing this tool for positioning:

Instead of overwhelming (or boring) his visitors with an over-sized portfolio, Alex’s "world map" is a clear and interesting way to show his accumulated experience.

Brand Positioning Tool - Project Statistics - Example - ForegroundWeb [Branding for Creatives]

As of March 2022, ForegroundWeb had served more than 300 clients from Europe and the English-speaking world.

Alex shows off his Project Statistics on his main service page and testimonial page.

The sheer number of client testimonials (31) also tells a tale of Alex’s vast experience.

In his portfolio, Alex limits himself to 12 pieces. It’s enough to prove he’s experienced, but not so much that he loses the viewer’s interest.

Alex's Reflections

Regarding the number of portfolio pieces (12), I intentionally did that. First of all, I freshen them up from time to time, pushing new projects to the top.

And secondly, because I want to inspire the same change in my photographer clients: they often don't know how to edit down their image portfolios, showing hundreds of similar photos instead of impressing with a small "best-of" collection.

Positioning Tool #15

Your Project Statistics

To prompt trust, quantify your experience.

If you have a notable number of customers, projects or ratings, say it out loud (for social proof.)

And just don’t tell it, show it! Here are some examples:

Jen Gordon, a landing page designer, shows her average increase in conversion rates.

Brand Positioning Tool - Project Statistics - Example - Jen Gordon [Branding for Creatives]

Squareflair, a web designer who specializes in Squarespace, proudly announces the number of  Squarespace sites he has made.

Brand Positioning Tool - Project Statistics - Example - Squareflair [Branding for Creatives]

Carson shows off some impressive statistics to position them as true small task experts.


Tasks completed since May 2015


Average customer rating


Shopify store owners served


Shopify expert reviews

Liberal Art positions itself as the design & development wing of the progressive movement—offering simple solutions to complex problems.

On their Agency Services page, they tell us about their experience, at first briefly and in great detail.

“We've worked with many agencies, and while we can't list all of our white-label work, we probably have similar relevant examples.”

They then offer “Experience Details” in an expanding section, where they list the number and types of campaigns, tools they’ve used, etc.

Brand Positioning Tool - Project Statistics - Example - LiberalArt [Branding for Creatives]

Fundamental Question #8

Do You Have the Expertise I Need?

In this part, we will see what Alex uses for building authority in his targeted industry.

We'll be introducing these tools for positioning:

More and more photographers are discovering my services, seeing me as an expert in the industry

Alex Vita / ForegroundWeb

As we’ve seen, Alex positions himself as photography website expert.

To prove his expertise, Alex offers a ton of free Educational Content.

He writes Q&As and actionable, in-depth how-to articles that help photographers to improve their site, for example:

He writes about current events and web design trends:

If you register your email, he offers even more premium, free content:

- The eBook “60+ Photography website mistakes.”

- A subscriber area with exclusive resources for photographers, such as checklists and guides about improving a photography site's design and SEO, video recordings of website teardowns, and more.

Alex's Reflections

After an 80-page eBook, tens of blog articles (some of which went beyond 5.000 words) and weekly newsletters, more and more photographers are discovering my services, seeing me as an expert in the industry and contacting me for projects.

Other benefits of creating educational content are:

- all the research needed for writing the articles helps you stay in touch with what's happening in the industry
- more text content > better SEO > more organic traffic
- re-purposing content (articles can be later put together in "cornerstone pages," free or paid products, podcasts, eBooks, etc.)

It may be too soon to name Alex a thought leader in the photography industry, but he’s working on it.

He writes Thought Leadership Material, in which he explains and expands on his Brand Perspective —the way he thinks things are best done in the photography industry. Some of Alex’s core beliefs are:

·  Photographers should focus more on the art and craft of photography.
·  Photographers need to differentiate themselves.
·  A differentiated photographer needs a customized website.

Here are some samples of his writings:

He even has a manifesto, “Images Matter Most.”

Brand Positioning Tool - Brand Perspective - Example [Branding for Creatives]

Also, Alex uses Client Testimonials proving himself as a trusted advisor for photographers.

Alex has a separate testimonial page with 31 happy clients, and he also sprinkles testimonials throughout his About Page and portfolio.

When available, he links testimonials to his Case Studies (website make-overcustom website)

Building the website all happened seamlessly, it really was a great process. It was nice to go through the process with someone as experienced and also passionate about what they do. I could just see that he was committed to the job and having the best outcome for me." (read case study)


Alex helped me greatly during the conceptual process, all the while understanding the market my work is geared for, and he made sure I stayed on track to keep the SEO gods happy. He basically laid out a road map.

Steve Greer, U.S.

Recently, Alex has also started using video testimonials:

Finally, Alex props up his expertise by Press Mentions.

He has been interviewed about website design on photography blogs and podcasts, e.g., Sprouting Photographer and Photo Biz Xposed.

He has also contributed to sites like Digital Photography School.

On his home page, he displays logos of where he has been featured.

Brand Positioning Tool - Press Mentions - Example [Branding for Creatives]

He links to “Interviews & guest articles around the web” from his About Page.

Brand Positioning Tool - Press Mentions - Example [Branding for Creatives]

Positioning Tool #16

Your Educational Content

Use educational content to prove your expertise.

Educational content doesn’t need to be groundbreaking or visionary.

You’re merely teaching tips and tricks, best practices, but you aren’t creating new best practices.

This material isn’t targeting the C-suite of the Forbes Global 2000—those guys look for another kind of content. This kind of content is more geared towards beginners, small business owners, and people doing the job behind the scene (implementers).

Educational marketing is a long-term strategy. It’s based on building a strong relationship with your target audience, by consistently giving potential clients relevant, high-quality content.

Your content builds trust and relationships before any meaningful conversation occurs.

Eventually, when clients decide to get help, their loyalty already lies with you.

Type of topics:

  • How-to pieces, tutorials
  • Case studies
  • Q&A articles
  • Curated news

Some qualities for compelling (and easier to create) educational content are:

  • It’s targeted. Who is the content for? What’s his or her level of experience, job position, industry, learning style? (If you don’t know yet, the Pick a Niche Kit can help you figure it out.)
  •  It has a narrow topic. The content answers a certain question, teaches a specific skill or how to solve a particular problem.
  • Its goal is crystal-clear. Exactly what will your “students” be able to do that they can’t do now? Set a learning goal: “At the end of this post/video/etc., my students will be able to… [strong verb] + [Applied/Observable skill]”
  • It’s tailored. Tailoring the content (and the examples, visuals, etc.) towards a specific target group, will make it more interesting.
  • Don’t sell. It results in prospects feeling distrustful because they’re being sold to when they want to learn.

Educational Content Resources

Positioning Tool #17

Your Brand Perspective

“Does this agency have a distinct or unique perspective about problems or projects like mine?”

What you alone believe about the world – your unique perspective - is a powerful way of differentiating yourself.

Beyond being unique and relevant to your ideal clients, a genuinely compelling perspective inspires and motivates. It likely challenges convention. It’s equally exciting to you as to your ideal client; it pushes the boundaries of what they think his or her business could be.

Your perspective could be grounded in:

  • A set of core beliefs about where the market is and where it’s going (and how it will impact your clients’ businesses)
  • purpose; the impact - beyond profit - you hope to impart on the world. It’s about a higher calling - a greater good.

Your perspective should result in a distinct, ideally unique, standpoint on how problems or projects should be dealt with in your niche(s).

You express your perspective through:

·  educational content and/or
·  thought leadership (not just online)

Positioning Tool #18

Your Client Testimonials

Other clients will always be more persuasive than you.

Testimonials support your level of expertise. They also strengthen your credibility by expressing the trust that other people have in you and your services.

The key is to sell an experience.

The perfect testimonial tells a story of before and after, and the client is the main character. The story has three parts:

  1. 1
    “The pain I was feeling.”
  2. 2
    “The product or service I found.”
  3. 3
    “What the product or service did for me.”

Make sure that your testimonials speak to your ideal clients. An effective client testimonial has a face and a name to it - a photo, or better, a video. It should be told by someone similar to the reader, in their own words.

Express the results with precise numbers.

More Examples of Client Testimonials

PartsLogix develops eCommerce websites and parts management systems for aftermarket parts manufacturers, distributors, retailers, and tuner shops.

On their testimonial page, they publish four written testimonials show off ten client logos.

Their clients manufacture or resell car parts like clutches, exhaust system, wheels, etc.

Brand Positioning Tool - Client Testimonials - Example - PartsLogix [Branding for Creatives]

Growfio develops small business websites for free, and then manage them for a low, flat monthly fee.

They use written testimonials from small business owners. All testimonials have the client’s name and company—sometimes with photos.

Brand Positioning Tool - Client Testimonials - Example - Growfio [Branding for Creatives]

Motor City Mobility targets next-generation family businesses. This web design agency helps their clients to shift away from traditional marketing to digital

Brand Positioning Tool - Client Testimonials - Example - Motor City Mobility [Branding for Creatives]

On their home page and, service and case study pages, Motor City Mobility uses written testimonials from next-generation family businesses.

In most cases, they link the testimonials to a relevant case study.

Positioning Tool #19

Your Press Mentions

Well-known and relevant publications and blogs can lend you some niche authority. If you have been interviewed by or contributed to any, you should mention it. People invested in the topic will know these brands.

Credibility is not only what your website is like, but it’s also what people read and hear about you before they get to your site. If they’ve seen or even read articles by you in different magazines or newspapers, you have more credibility.


More Examples of Press Mentions

Brand Positioning Tool - Press Mentions - Example - Jen Gordon [Branding for Creatives]

Jen Gordon focuses on landing page design. She has been both interviewed by and contributed to industry publications and blogs.

On her home page, Jen displays (unlinked) logos of the publications.

People invested in landing pages will know these brands, and Jen’s association with them will lend her some authority.

Brand Positioning Tool - Press Mentions - Example - WebNeutralProject [Branding for Creatives]

Web Neutral Project focuses on neutralizing their clients’ carbon footprint. They offer sustainable web design, solar-powered hosting, and certification of carbon-neutral websites.

Forbes interviewed their co-founder Jack Amend, so the agency displays Forbes logotype on the home page, and link it to the article.

So that’s it! We’ve completed the teardown.

We do hope you’ve learned something and will put it to use right away to clarify your position and grow your business.

Remember, a well-positioned creative firm should win more of the right work. While making more doing it. On your own terms.

Better clients, better projects, and better pay.

That could be you.

Haven’t Chosen a Niche Yet?

Haven't settled on your niche(s) yet? The Pick a Niche Kit will guide you smoothly through the process.

The Pick a Niche Kit

Here's the step-by-step process the Pick a Niche Kit will walk you through:

· Step 1: Find Your Focus.
· Step 2: Choose 3 Potential Niches.
· Step 3: Determine The Viability of Those Niches.
· Step 4: Move Toward Those Niches.