Brand Strategy & Positioning

Brand strategy is the set of decisions a climate, science or frontier-technology company makes before anyone designs anything, and positioning is the part that sets its category and first audience. Those decisions set what the organisation is, who it serves first, what it can prove and what it will say no to. In climate, science and frontier technology those decisions carry more weight, because the product is often new, the buyer is often cautious and the evidence is still arriving. The Brighter Future Library pieces in this subject cover positioning from a real market change, repositioning after a pivot, offer architecture, purpose and vision stories, the why-now case and what Patagonia’s piton problem teaches about brand values.

The subject also covers the moments when a brand cannot fix the problem, such as weak economics, missing evidence or a product that is still searching for its buyer. Our client work with Fronterra and Unibio informs much of it. Fronterra needed its track record to become visible. Unibio needed the protein to lead and the technology to prove it.

Start with the seven decisions behind a brand strategy for climate tech, then read how to position climate tech from what changed in the market and when a climate startup should invest in branding.