Brand Positioning

Helping Heist stand out in the crowd through better brand positioning

Service design firm Heist had trouble standing out from the crowd. Facing a dozen competitors that largely sounded the same, they turned to Willis Collaborative to help them develop a distinct brand positioning and value proposition.

Willis Collaborative first undertook a competitive analysis to review other players in Heist’s space, their positioning and offerings, and determine overlap and opportunities. We then embarked on several workshops that explored Heist’s business ambitions, the elements that make them uniquely “them”, and current customer conversations and considerations to develop a positioning that is built on real tension, true to their roots, and has an element of surprise. The resulting work has since been used to inform their website and communications efforts.