BRANDING AND POSITIONING

Branding and positioning: a brand clients understand and choose

We define what your company stands for, who it speaks to and why it is the best choice, and translate that into a message and a visual identity. Every channel then tells the same story.

Online meeting with no commitment, for companies that want to stand out.

What it is

What is branding and positioning?

Positioning is the choice of how your company wants to be remembered: who it is for, what it solves and what sets it apart from competitors. Branding is the combination of message, tone of voice and visual identity that makes that choice visible.

At Proceder, the work suits service businesses that end up competing on price without wanting to, that have changed focus, or that are about to invest in campaigns and need a clear message before scaling.

A familiar scene

The client compared three proposals and chose the cheapest.

The three companies had similar websites, offered the same services and used the same words: quality, commitment, excellence. With no visible difference, price was the only criterion left.

The problem was not the quote. It was failing to make clear, before the proposal, why your company is worth more to that client.

Proceder’s branding and positioning makes that difference clear at every point of contact with the brand.

The problem

Why does a brand without positioning compete only on price?

When every company says the same thing, the client decides on the lowest number.

Clarity sells before the proposal.

A generic message

Words any competitor could use do not help anyone choose.

An audience that is too broad

Speaking to everyone means the brand is nobody’s obvious choice.

An inconsistent identity

Each channel shows a different face, and the brand looks smaller than it is.

Campaigns without an argument

An ad without a clear differentiator pays more for each lead.

How we work

How we work on branding and positioning, step by step

The work follows the four steps of the Proceder Method and ends with the brand applied to the channels, not just in a manual.

↻ Review cycles based on the numbers for the period.

Plan / Optimize

We interview partners and clients, analyze competitors and define audience, value proposition and differentiators.

Structure

We write the brand platform: core message, proof points, tone of voice and, when needed, a new visual identity.

Execute

We apply the brand to the website, social media, sales presentations and campaigns, with templates for the team to use.

Analyze

We track how the new message is reflected in leads, close rate and client perception, and adjust whatever is needed.

The brand is tested in the market, not just approved in a meeting.

Part of

Branding and positioning are part of Consulting and diagnostic

Positioning is a strategic decision: it guides the plan, the campaigns and the content. That is why it sits in the same solution as the diagnostic and planning.

The message that guides every channel.

Consulting and diagnostic →

The analysis and strategic direction solution, before investing in execution.

Strategic planning →

Goals, budget and channels defined from the new positioning.

Content and social media →

The brand message turned into topics and publications.

Websites and landing pages →

The website as the first application of the brand and the sales argument.

How we measure

How do we measure the effect of positioning?

A brand can be measured too. We track sales and perception metrics before and after the rollout.

A clear brand lowers the cost of the sale.

Close rate

How many proposals become contracts after the new message.

Average ticket

Whether clients become more accepting of the value of the service.

Cost per lead

Whether campaigns become more efficient with the new argument.

Client perception

What clients say about the brand in interviews and reviews.

Who it is for

Who is branding and positioning for?

The work delivers for companies willing to make choices: of audience, offer and message.

It is not for you if

It is for you if

You only want to change the logo.

You want to be remembered for what you do best.

You do not want to give up any audience.

You are willing to prioritise the right clients.

You would rather not involve the partners.

You involve partners and team in the decisions.

You will leave the guidelines in a drawer.

You will apply the brand across every channel.

A full visual identity is quoted separately when the current brand cannot be reused.

Frequently asked questions

Questions about branding and positioning

Do I need to change my logo?

Not always. Often the problem is the message, not the visuals. We only recommend a new identity when the current one gets in the way of the positioning.

How long does it take?

Positioning and the brand platform take 4 to 8 weeks. With a new visual identity, 8 to 12 weeks.

What do I receive at the end?

The brand platform with audience, value proposition, messages, tone of voice and, when included, the visual identity guidelines and application templates.

How does this help sales?

A clear message makes the client's decision easier, improves campaign performance and reduces price competition.

Google reviews

What the companies we work with say

      EXCELLENT  
   Based on 11 reviews 
    
 
 
 
   
 
 
       Posted on Google  
   
   Robe Belle - Slim & Plus Size 
 
 
 
 Trustindex verifies that the original source of the review is Google. Qualified and very helpful team!
We recommend them.
  
 
      Posted on Google  
   
   Wilson Martim 
 
 
 
 Trustindex verifies that the original source of the review is Google. Proceder isn't just an agency, it's a business partner. From the start, the service was consultative, direct and fully focused on performance. They didn't come to sell services; they came to propose solutions.
The team knows the game, masters data and positioning, and knows where and how to adjust to create real impact. What impressed me most was their ability to listen and turn our goals into concrete strategies.
Professionalism, agility and vision. Simply outstanding.
  
 
      Posted on Google  
   
   HENRIQUE Galdino 
 
 
 
 Trustindex verifies that the original source of the review is Google. From the first contact with Proceder it was clear this isn't an ordinary agency. The service is fast, strategic and built on active listening that makes all the difference. They don't deliver off-the-shelf solutions: they dive into the business, understand the pain points and build a truly tailored path.
It's hard to find a company that combines performance, creativity and closeness with so much competence. I didn't feel like a client but like a partner in the project. I recommend them without hesitation.
  
 
      Posted on Google  
   
   Ramon Cimardi 
 
 
 
 Trustindex verifies that the original source of the review is Google. Excellent service. Talking with Joe, he cleared up my questions and gave me very fast and effective support, even with the time difference, since I'm in Brazil. I recommend their work; I had a great experience.
  
 
      Posted on Google  
   
   Jean Marcos 
 
 
 
 Trustindex verifies that the original source of the review is Google. Top-quality service. Joe and his team are very attentive and solve problems right away. Fast and effective support.
  
 
      Posted on Google  
   
   Andre Fonseca 
 
 
 
 Trustindex verifies that the original source of the review is Google. Great service, a lot of quality in this team's work.
  
 
      Posted on Google  
   
   Adriano Mezzomo 
 
 
 
 Trustindex verifies that the original source of the review is Google. We came to Proceder to build our law firm's website. From the initial idea, through the whole build process, to after-sales support, it was an excellent experience. I recommend Proceder to anyone looking for quality service, transparency and, above all, professionalism.
  
 
      Posted on Google  
   
   Tiago Meyer Mendes 
 
 
 
 Trustindex verifies that the original source of the review is Google. Commitment, dedication, expertise and results!