IHAQ- Laura Sauter: Aligning Your Brand with Your Business


On our 40th episode of IHAQ, we welcomed back Laura Sauter from AgencyBel to talk about developing a brand that aligns with your business.

Laura states that business strategy comes first. Know who you are and who you are not as a business.

  • What do you do well?
  • How do you make money?
  • Who or where does that money come from?
  • What do your clients/customers like about your product/service?

Next, do your research and look at the space you would like to own in your target market.

This is where you can start to develop and align your brand with your business. What sets you apart from your competition?

It is also known as Brand Positioning.

Brand positioning has been defined as “the act of designing the company’s offering and image to occupy a distinctive place in the mind of the target market”. In other words, brand positioning describes how a brand is different from its competitors and where, or how, it sits in customers’ minds.

Knowing what drives your business and then positioning your brand to help capture more of that target market successfully aligns your brand with your business.