In order to position products or brands, companies may emphasize the distinguishing features of their brand (what it is, what it does and how, etc.) Brand Positioning and creating a USP, or telling your Brand Story, will set up the strategic groundwork for a successful fashion brand. Bold fast fashion boutique DLSB invited FormRoom to evolve and reposition the brand as a global online fashion destination. Positioning refers to the place that a brand occupies in the minds of the customers and how it is distinguished from the products of the competitors. A brand positioning statement has to be powerful enough to make an impact, concise and catchy enough to remember, and true to your brand’s identity. This is a tool that is dedicated to brand and marketing professionals, allowing them to better understand the positioning of the world’s most admired brands, the similarities and differences between them and to learn more about certain categories.

Magda Adamska is the founder of BrandStruck. Given the importance of a brand positioning statement, writing one is not a process to be taken lightly. Without this strategic work a new fashion brand will likely struggle to differentiate itself from the competition. Since launching in 2013, DLSB has experienced rapid growth and now needed one unified vision, brand positioning and core visual identity. There are quite many brands in the market offering the similar lines of products and services to the same target market and audience but it is the Brand Positioning that makes one brand different and unique from the other. 4) Makes the brand more creative . BrandStruck i s the only online database of brand strategy case studies.