Start with the business change
Define whether the company is launching, entering a market, merging, repositioning or resolving portfolio confusion. The assignment should lead to decisions beyond a new visual identity.
Examine the research method
Ask how the agency will study customers, competitors, internal capabilities and category conventions. Workshops are useful, but internal opinion alone cannot validate an external position.
Demand a clear evidence chain
The final position should connect audience insight, category context, difference and proof. Attractive language without operational evidence is difficult to defend.
Check naming and IP boundaries
Creative screening is not legal clearance. The process should include relevant trademark searches and qualified legal advice before a name or identity is committed.
Review implementation outputs
Request message hierarchy, architecture, experience principles, examples and governance. A strategy earns value when teams can use it consistently.
How ICON IMAGE approaches positioning
ICON IMAGE connects market intelligence, international positioning, evidence and communications so that the brand strategy supports a commercial expansion decision.
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