Capabilities Brand Positioning BRAND POSITIONING
In the minds of your audience,
claima distinct place.
Make your brand's value clearly understood.
Starting from users, competitors, and the business itself, we find a differentiated proposition worth standing by, so brand expression and business action move in a common direction.
01 / OUR PERSPECTIVE
Positioning begins
with how users perceive you.
Positioning must answer three questions: why users need you, how you differ from the alternatives, and whether the business can keep its promise over time. Clear positioning lives where these three intersect.
Focus on Core Value
Articulate the value worth remembering, rather than treating every strength as an equally important claim.
Build Credible Proof
Let products, services, and experiences serve as evidence of the promise, making differentiation understandable and tangible.
Stay Consistent Over Time
Deliver on the same direction from communications to organizational action, refining expression through feedback and building lasting brand recognition.
02 / OUR APPROACH
The Qingmei Five-Step Positioning Method
From researching the facts to making clear choices, then translating those choices into actionable language and behavior. Each step informs the judgment of the next.
- 01
Perception Scan
UNDERSTANDWe study target users' needs, contexts of use, and category perceptions to understand how they choose, and which needs remain unmet.
DeliverableUser insights and perception map - 02
Competitive Dynamics
DEFINE THE SPACEWe map the key options and value propositions in the market and, weighed against the company's capabilities, identify which spaces for differentiation are worth entering.
DeliverableCompetitive landscape and opportunity areas - 03
Concept Creation
MAKE THE CHOICEWe shape a focused, easily understood positioning concept that defines whom the brand creates value for, what that value is, and why it deserves to be chosen.
DeliverablePositioning proposition and expressive direction - 04
Building Trust
BUILD THE PROOFWe identify credible proof across products, services, expertise, and user experience, giving the positioning promise concrete support.
DeliverableValue proof points and core communication narrative - 05
Strategic Alignment
ALIGN THE ACTIONWe define what the positioning demands of product, communications, teams, and operations, setting implementation priorities and methods for ongoing evaluation.
DeliverableImplementation roadmap and action recommendations
Research depth, deliverables, and scope of implementation are agreed together before the project begins.
03 / HOW WE CAN HELP
From strategic choice
to aligned action.
We tailor our services to where your brand is today. Engagements can begin with a single positioning study, or extend to category opportunities, brand renewal, and implementation.
01 / POSITIONING
Brand Positioning Strategy
Between user perception and the competitive landscape, find the position your brand is worth holding for the long term.
- Perception Research & Analysis
- Competitive Landscape Diagnosis
- Positioning Concept Development
- Value Evidence Mapping
- Core Narrative Design
- Strategic Roadmap Planning
02 / CATEGORY
Category Innovation Strategy
Exploring new category definitions and routes to market around needs that remain underserved.
- Category Opportunity Analysis
- Category Definition & Naming
- Differentiation Pathway Design
- Category Education Programs
- Market Communication Strategy
- Awareness-Building Recommendations
03 / RENEWAL
Brand Renewal & Reinvention
Understanding existing brand equity and new business directions, so every upgrade is grounded in real change.
- Brand Equity Review
- Repositioning Opportunity Identification
- Upgrade Strategy Design
- Transformation Roadmap
- Internal Communication Guidance
- Market Expression Plan
04 / IMPLEMENTATION
Positioning Implementation Support
Turning positioning into rules teams can actually use, keeping the brand consistent through execution and feedback.
- Implementation Playbook
- Team Training Support
- Operational Alignment Guidance
- Periodic Assessment & Diagnosis
- Optimization Recommendations
- Ongoing Tracking & Support
04 / POSITIONING STORIES
Different brands,
different expressions of value.
Explore our case library to see how user perception, category choice and brand expression connect.
Browse Positioning Work
Dining / Hyperlocal Positioning
50km Table
A clear constraint on ingredient sourcing turns “freshness” into a concrete, tangible brand promise.
View projects
Technology / Concept Project
The Sage Archetype
Positioning around ethics and trust to explore how an AI brand can express transparent, restrained professional value.
View projects
Coffee / Third Place
STAY A WHILE
Extending from coffee to the experience of space and time, rethinking why people choose the brand.
View projectsA QUESTION WORTH ASKING
If your customers could remember only one thing,
what would you want it to be?
Positioning means choosing. Find the value most worth remembering, and make every product, communication and service touchpoint reinforce that choice.
Read More Brand Insights05 / CONNECT THE NEXT STEP
Connect positioning
to the wider work of the brand.
Once positioning is defined, it can extend into brand strategy, visual expression and organizational culture, keeping the direction consistent across every touchpoint.
06 / BEFORE WE BEGIN
Before we begin,
you may want to know.
We start by clarifying goals and boundaries, then shape a way of working that fits the project.
How long does a positioning project usually take?
A full project typically runs 8–12 weeks, covering research, strategy development and initial implementation recommendations. The exact timeline depends on research scope, decision-making pace and implementation requirements, and is agreed together before kickoff.
What should we prepare before the project starts?
Existing brand and product materials, target audience information, key competitors, and the problems you want to solve. If materials are incomplete, we can first define the research scope together through conversation.
How do you know whether positioning is working?
We assess how target users understand the brand, the credibility of the differentiating proposition, the consistency of team execution, and business feedback. Metrics are defined during the research phase and tracked continuously after implementation.
Is positioning research right for a startup brand?
Yes. Startups can first clarify their audience, value proposition and market-entry direction, then scale research depth and implementation scope to their resources and stage of growth.
Can you continue supporting implementation after positioning?
Yes. We can continue working together on brand expression, visual identity, team training and periodic assessment. The scope, frequency and format of ongoing support are agreed separately for each project.
LET’S FIND YOUR POSITION
Think through
your brand’s next step.
It starts with a conversation about your users, your competition and the value your brand stands for.
Connecting industry expertise with project needs.
Explore industries, service applications and international projects shaped around the brand and experience needs of large enterprises.