Frequently Asked Questions

Brand positioning is crucial because it defines how a brand is perceived in the minds of its target audience relative to competitors. Here are some key reasons why brand positioning is important: Differentiation Effective positioning sets a brand apart from competitors, highlighting unique attributes and benefits that make it stand out in the market. Targeted Messaging It helps in crafting clear and compelling messages that resonate with the intended audience, ensuring that marketing efforts are more focused and effective. Customer Connection By aligning with the values, beliefs, and needs of the target audience, brand positioning fosters a deeper emotional connection, leading to increased loyalty and advocacy. Competitive Advantage Strong positioning creates a unique space in the market, making it harder for competitors to encroach on the brand’s territory. Consistency It provides a clear framework for all marketing and communication efforts, ensuring a consistent brand message across all channels and touchpoints. Value Proposition Positioning clarifies the brand’s value proposition, making it easier for customers to understand why they should choose the brand over others. Business Growth Well-positioned brands can command premium pricing, attract and retain customers, and ultimately drive business growth and profitability. Market Adaptation It allows brands to adapt to changing market conditions and consumer preferences, ensuring long-term relevance and success.

MBG is an agile strategy resource for freelance consulting, project work, and temporary contract retainers. With core expertise in brand positioning MBG's ala carte offering includes: Analyst Capabilities 360 Brand Strategy Audits Audience Insights & Personas Positioning Whitespace Audits Design Whitespace & Semiotics Qual & Quant Research Design Stakeholder Interviews Brand Performance Tracking Strategist Capabilities Brand Positioning Brand Architecture Brand Voice How Power Strategy Go-to-Market Strategy Journey Mapping Partnership Strategy Writer Capabilities Brand Messaging Taglines Naming About Us Narratives Mission Statements Brand Stories & Manifestos Guidelines & Training Visionary Capabilities Scoping Workshops Market & Trend Reports Growth Strategy Innovation Workshops Concept Development Concept Research Design Creative Briefs & Consulting MBG also offers packages designed to help brands scale, bespoke packages also available: Strategy Consulting For start-ups that want the basics, but need to be scrappy. Brand Strategy 101 Scoping Workshop Bespoke Homework Progress Check-ins Strategy Anchor For start-ups that want the basics, but don't have time. Basic Opportunity Overview Basic Brand Definition Key Messages "About Us" Narrative Strategy Springboard For established brands that want strategy with room to grow. Premium Opportunity Assessment Audience Persona Premium Brand Definition Architecture & Messaging Innovation Strategy For established brands that are ready to grow into new spaces. Market & Trend Report Innovation Workshop Go-to-Market Strategy Creative Brief Regarding Research, MBG will propose a partner based on the type of research that's needed. The research partner and MBG will work closely together throughout the process. They will be in charge of recruiting, moderating and debriefing. MBG's role will be to co-design the methodology, co-craft the survey/discussion guide, and make way forward recommendations based on the debrief insights. Any time MBG leverages her trusted network of specialists she will be transparent about it and make introductions as needed while ensuring strategic continuity with the rest of the work we do together.

After achieving my Bachelor's Degree in Marketing from George Mason University MBG has spent the past 19 years mastering the art and science of branding. I'm an analyst, strategist, storyteller and visionary who's passionate about the power of purpose. From empowering start-ups to challenge the status quo to helping industry leaders to defend their positions, I've stewarded over 40 brands to create enduring loyalty and equity. My human-centric and culturally-relevant brand solutions have addressed complex business challenges for Fortune 500 companies like Procter & Gamble, Haleon, and Campbell's. Please reference my LinkedIn profile for more details.

Every project is unique, but in general most positioning projects will follow these general and high-level steps: STEP 1: HYPOTHESES Identify, explore, and assess value proposition hypotheses that align brand strengths with opportunities for distinction and audience needs, values, and beliefs. STEP 2: PROTOTYPING Leverage value proposition hypotheses to develop positioning prototypes in order to identify and optimize the positioning with the highest trial potential. STEP 3: BRAND DEVELOPMENT Leverage research insights and define the essential elements of our brand to ensure cross-functional teams work towards the same vision. STEP 4: HOW POWER EXTENSION Unleash brand power with tools that inspire and guide cross-functional teams to consistently deliver on the brand's promises to build equity in the brand over time.

MBG will respond with my availability and (possibly) a brief survey designed to help me better understand you, your business, and your brand. This ensures we maximize the value of our consultation time. If we both feel like we’re a good fit after our initial call, I’ll craft a proposal that aligns with your objectives, timeline, and budget including relevant work samples as needed. The proposal will need to be approved in writing before additional work can begin.

MBG charges by the hour, by the deliverable, and is also available for tempoary retainers. The longer the engagement, the cheaper the rate. Approved scope of works will be invoiced monthly for work completed to date on NET30 terms.

MBG offers a free 30-minute brand consultation, beyond that I will ask to get paid for my hard-earned and valuable knowledge and skills.

Yes, MBG has a trusted network of master crafters that I collaborate with as needed. Any time I leverage my trusted network of specialists I'll be transparent about it and make introductions as needed while ensuring strategic continuity with the rest of the work we do together.

MBG has a beautiful office space in historic Saratoga Springs, New York and I love to host clients there. I also work virtually and am willing to travel as needed. Any travel expenses incurred are billed to clients without mark-up.