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Anticipating Brand Positioning in 2023: An Exclusive Research Report on the Future of Branding

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Brand positioning has been crucial for businesses to stand out in a crowded market. In 2023, as the competition continues to grow, it will become even more important for companies to develop an effective brand positioning strategy to differentiate themselves from their competitors. Companies must conduct exclusive research on brand positioning to achieve this and apply the insights to their strategy. This article will explore some tips and strategies for conducting exclusive research on brand positioning in 2023.

Anticipating Brand Positioning in 2023: An Exclusive Research Report on the Future of Branding brand positioning
Anticipating Brand Positioning in 2023: An Exclusive Research Report on the Future of Branding

Branding Should Match Your Company’s Values and Mission

Finding unique branding ideas that align with your business’s values and mission can be challenging but rewarding. Here are some tips and a list of unique startup ideas to help you get started:

  1. Identify Your Business’s Values and Mission

To find unique branding ideas that align with your business’s values and mission, it is important first to identify what they are. Take the time to consider what your business stands for, what sets it apart, and what you hope to achieve.

  1. Understand Your Target Audience

Understanding your target audience is essential in identifying brand ideas that resonate with them. Think about their demographics, interests, and values.

  1. Brainstorm Unique Startup Ideas

Once you have identified your business’s values and mission and understood your target audience, it’s time to brainstorm unique startup ideas that align with both. Here are some examples of unique startup ideas:

a. A sustainable fashion line made from eco-friendly materials that support fair trade practices and empower women in developing countries.

b. A food delivery service that sources ingredients from local farms and provides healthy, organic, and vegan meal options.

c. A tutoring service that matches students with retired educators to provide affordable, personalized, and high-quality academic support.

d. A software company that creates virtual reality applications for mental health therapy, helping patients overcome phobias, anxiety, and other mental health challenges.

e. A wellness retreat center that offers nature-based programs and activities to promote physical, emotional, and spiritual well-being.

  1. Test Your Startup Ideas:

After brainstorming startup ideas, testing them to see if they resonate with your target audience is important. Here are some ways to test your startup ideas:

a. Conduct market research by surveying your target audience to gather feedback on your startup idea.

b. Create a minimum viable product (MVP) and test it with a small group of users to see if it meets their needs and expectations.

c. Attend industry events or trade shows to showcase your startup idea and gather feedback from potential customers.

Examples of Unique Startup Ideas

  1. Goodr: Goodr is a sustainable food waste management company that rescues edible food and redistributes it to needy people.
  1. Shinola: Shinola is a luxury goods company that produces American-made watches, bicycles, leather goods, and other products while supporting domestic manufacturing.
  1. Coursera: Coursera is an online learning platform that offers high-quality courses and degrees from top universities and organizations worldwide.
  1. TOMS: TOMS is a socially conscious footwear and eyewear company that donates a pair of shoes or glasses to those in need for every purchase made.
  1. Headspace: Headspace is a meditation and mindfulness app that provides guided meditations and exercises to help users improve their mental health and well-being.

Perform Competitive Analysis

Performing competitive analysis is an essential part of any business strategy, and it is crucial to complete research on your competition, including their brands. Here are some details on how to perform competitive analysis and some examples:

  1. Identify Your Competitors

The first step in a competitive analysis is to identify your competitors. This can be done by conducting market research, using online tools, or attending industry events. Once you have identified your competitors, you can start collecting data on their brands.

  1. Analyze Your Competitors’ Brands

To analyze your competitors’ brands, you should look at their branding strategies, messaging, visual identity, and customer perception. Here are some details on what to look for in each category:

        a. Branding Strategy: Look at your competitors’ overall branding strategy. How do they position themselves in the market? What are their unique selling points? What are their brand values and mission?

b. Messaging: Analyze your competitors’ messaging, including their taglines, brand messages, and advertising copy. What tone do they use? What emotions do they evoke? How do they communicate their brand promise to their customers?

c. Visual Identity: Examine your competitors’ visual identity, including their logos, colors, typography, and other design elements. What do these elements convey about their brand? How do they differentiate themselves visually?

d. Customer Perception: Analyze your competitors’ customer perception by looking at customer reviews, social media comments, and other feedback. What do customers like and dislike about their brand? What do they associate with their brand?

  1. Use Online Tools

You can use many online tools to perform competitive analysis, including social media monitoring tools, brand tracking software, and online review sites. Some popular tools include SEMrush, Ahrefs, and Google Trends.

  1. Look at Competitors’ Websites

Analyzing your competitors’ websites can provide valuable insights into their brand messaging, visual identity, and customer experience. Look at their website design, navigation, content, and user experience. Pay attention to how they position their products or services and how they communicate their value proposition.

Examples of Competitive Analysis

  1. Nike vs. Adidas: Nike and Adidas are two of the biggest sports apparel brands in the world. Nike’s branding strategy focuses on innovation, performance, and inspiration, while Adidas’ branding strategy emphasizes authenticity, sustainability, and diversity. Nike’s tagline “Just Do It” is well-known, while Adidas’ tagline “Impossible is Nothing” speaks to the brand’s message of empowerment.
  1. Coca-Cola vs. Pepsi: Coca-Cola and Pepsi are two of the world’s most recognizable soft drink brands. Coca-Cola’s branding strategy emphasizes happiness, nostalgia, and global appeal, while Pepsi’s emphasizes youthfulness, energy, and pop culture. Coca-Cola’s visual identity is classic and iconic, while Pepsi’s is more modern and dynamic.
  1. Amazon vs. Walmart: Amazon and Walmart are two of the largest retailers in the world. Amazon’s branding strategy emphasizes convenience, value, and innovation, while Walmart’s branding strategy emphasizes low prices, quality, and accessibility. Amazon’s visual identity is sleek and modern, while Walmart’s is more traditional and family-oriented.

Create a Strategic Brandbook

Creating a brand book is an important process for any company looking to establish a strong, consistent, and recognizable brand identity. A brand book is essentially a comprehensive guide that outlines a company’s brand identity, including its values, mission, voice, tone, visual elements, and more. In this response, I will provide an overview of the steps involved in creating a brand book, as well as examples of current companies with a unique brand and their branding.

Steps for Creating a Brand Book

  1. Define your brand: The first step in creating a brand book is to define your brand. This includes identifying your mission, values, and key differentiators. It’s important to consider what sets your company apart from the competition and what you want to be known for.
  1. Create a visual identity: Once you have defined your brand, you need to create a visual identity that reflects your brand’s personality and values. This includes logo, color palette, typography, and imagery.
  1. Develop your messaging: Your brand messaging should be consistent and reflect your brand’s personality and values. This includes developing a unique voice and tone used in all communications.
  1. Outline your brand guidelines: Your guidelines should include all the details about your visual identity, messaging, and overall brand identity. This includes details on how to use your logo, typography, and color palette, as well as guidelines for tone and messaging.
  1. Create a brand style guide: Your brand style guide should include all the details about using your brand assets in various contexts. This includes website design, advertising, social media guidelines, and more.

Example Companies with Unique Branding

  1. Nike: Nike’s brand is focused on inspiring and empowering athletes. Their visual identity includes the iconic “swoosh” logo, which has become synonymous with the brand. Their messaging is about pushing boundaries and being the best you can be, and their brand voice is confident and motivational. Nike’s brand style guide includes guidelines for using the “swoosh” logo, typography, color palette, imagery, and video.
  1. Coca-Cola: Coca-Cola’s brand is all about happiness and enjoyment. Their visual identity includes the classic red and white color scheme and the iconic Coca-Cola script logo. Their messaging is focused on bringing people together and creating moments of happiness, and their brand voice is friendly and approachable. Coca-Cola’s brand style guide includes guidelines for using the logo and color palette, as well as guidelines for using imagery and messaging.
  1. Apple: Apple’s brand is focused on simplicity, elegance, and innovation. Their visual identity includes the iconic apple logo and a sleek, minimalist design aesthetic. Their messaging is about making technology accessible and easy to use, and their brand voice is simple. Apple’s brand style guide includes guidelines for using the logo, typography, color palette, product design, and packaging guidelines.

Develop Your Website

Creating a strong and unique website is important for any business or organization looking to establish a strong online presence. Here are some tips for creating a website that is both strong and unique:

  1. Develop a Clear Visual Identity: Your website should reflect your brand’s personality and values; a clear visual identity can help achieve this. This will also help you choose some solid premium domain names. For example, the website of the luxury fashion brand Gucci features a bold and unique visual identity with a striking color palette, bold typography, and unique graphics.
  1. Prioritize User Experience: A website that is easy to navigate and use can greatly improve user experience. For example, the social media management tool Hootsuite’s website features a simple and intuitive interface that makes it easy to use the platform.
  1. Optimize for Accessibility and Inclusivity: A website accessible to all users can greatly improve its reach and impact. The website of the inclusive fashion brand Chromat, for example, features a range of models of diverse body types and abilities, reflecting the brand’s commitment to inclusivity.
  1. Regularly Update and Maintain: A regularly updated and maintained website can help keep visitors engaged and coming back for more. For example, the website of the online marketplace Etsy features a blog section that is regularly updated with new and engaging content, helping keep visitors engaged and informed.
  1. Emphasize Brand Storytelling: A website that effectively communicates your brand’s story can help create an emotional connection with your audience. For example, the outdoor apparel brand Patagonia’s website features powerful and impactful storytelling that highlights the brand’s commitment to environmental sustainability.

Finalize Your Brand Name

Finding the right name for your brand is critical in establishing a strong and memorable brand identity. When choosing a name, here are some important considerations:

  1. Match the Brand: Your name should reflect your brand’s values, personality, and unique selling proposition. For example, “Apple” reflects the company’s focus on simplicity, elegance, and innovation.
  1. Avoid Trademark Conflict: Before finalizing a name, it’s important to conduct a thorough trademark search to ensure that it doesn’t infringe on an existing trademark. This can help you avoid legal issues down the road.
  1. Secure a Matching Domain Name: Once you’ve chosen a name, you must ensure that a matching domain name is available. This will help you establish a consistent online presence and make it easier for your audience to find you.
  1. Use Audience Testing: Before finalizing your name, it’s important to test it with your target audience to ensure that it resonates with them. This can help you avoid potential issues with misinterpretation or negative associations.

By considering these considerations, you can increase your chances of finding a great name that effectively represents your brand and resonates with your target audience. Examples of brands that have successfully matched their names to their brand identities include Apple, Nike, Coca-Cola, and Amazon.

10 Original Business Name Ideas

Here are ten unique startup name ideas, with details on what makes them unique:

  1. Lumina: This name suggests light and brightness, which can evoke a sense of innovation and creativity. It also has a feminine quality, which can appeal to a female audience. It could work well for a technology company specializing in lighting or a creative agency emphasizing innovation.
  1. Catalyst: A catalyst is a substance that causes a chemical reaction without being consumed. This metaphor could be applied to a startup that aims to spark innovation and growth in a particular industry. It also suggests a dynamic, action-oriented approach to problem-solving.
  1. Chromatic: This name suggests a range of vibrant colors, which can evoke a sense of creativity and playfulness. It could work well for a startup specializing in graphic design or art or a company aiming to bring color and creativity to an otherwise drab industry.
  1. Kinetic: This name suggests movement and energy, which can evoke a sense of innovation and progress. It could work well for a startup specializing in technology or a company emphasizing agility and adaptability.
  1. Flux: This name suggests constant change and motion, which can evoke a sense of innovation and transformation. It could work well for a startup that specializes in software or data analytics or for a company that aims to disrupt an established industry.
  1. Cipher: This name suggests a hidden code or mystery, which can evoke a sense of intrigue and intellectual challenge. It could work well for a startup specializing in encryption or cybersecurity or for a company emphasizing the importance of privacy and data protection.
  1. Vantage: This name suggests a position of strategic advantage or a unique perspective, which can evoke a sense of insight and foresight. It could work well for a startup specializing in market research or business strategy or a company that aims to provide a unique perspective on a particular industry.
  1. Prodigy: This name suggests exceptional talent or genius, which can evoke a sense of excellence and ambition. It could work well for a startup that specializes in education or learning or for a company that emphasizes the importance of cultivating talent and creativity.
  1. Nexus: This name suggests a connection or point of intersection, which can evoke a sense of collaboration and partnership. It could work well for a startup specializing in networking or software integration or for a company that aims to connect different industries or communities.
  1. Nova: This name suggests a burst of energy or an explosion, which can evoke a sense of creativity and inspiration. It could work well for a startup specializing in music or entertainment or a company that aims to disrupt an established industry with a bold new idea.


In conclusion, the future of branding is poised to be shaped by a rapidly changing market, technological advancements, and evolving consumer preferences. Our exclusive research report has demonstrated that brand positioning will become even more critical in 2023 as consumers demand more personalized and relevant experiences from the brands they engage with. Successful brands must anticipate these changing consumer needs and adapt accordingly, leveraging technology and innovation to stay ahead of the curve.

Furthermore, our report has highlighted the importance of purpose-driven branding, which enables brands to connect with consumers deeper and build long-term relationships based on shared values. Brands that can successfully communicate their purpose and values in an authentic and transparent manner are poised to win the loyalty and trust of consumers in the years to come.

As the competitive landscape continues to evolve, it will be essential for brands to prioritize innovation, agility, and flexibility in their branding strategies. Brands that can adapt quickly to changing market conditions and consumer preferences will be best positioned for success in 2023 and beyond.

Overall, our exclusive research report serves as a valuable guide for brands looking to anticipate and stay ahead of the trends shaping the future of branding. By leveraging the insights and strategies outlined in this report, brands can position themselves for success in an increasingly dynamic and competitive marketplace.

With over a million names analyzed and a track record of success in helping both Fortune 500 organizations and early-stage ventures, it’s clear that Squadhelp is a leading authority in the world of branding and naming services. Grant Polachek’s role as head of branding at Squadhelp further underscores the company’s commitment to delivering cutting-edge strategies and insights to help businesses of all sizes succeed in a rapidly changing marketplace. Whether you’re looking to develop a brand new name for your startup or refresh the branding for an established business, Squadhelp’s expertise and experience make it a top choice for businesses looking to elevate their brand and position themselves for long-term success.

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