DBA Member Forum | March Summary

Understanding your positioning

• One of the areas design businesses can struggle with is a point of differentiation in the marketplace, but as the role of AI in creativity is increasingly debated, differentiation is more important than ever.
• If you want to understand your positioning, the fastest way is to ask your audience. Talk to a handful of current or recent clients and ask: Why do you really choose us? Where do we add the most value? Where do we feel interchangeable with others? And if applicable; Why did you stop using us?
• A really simple template for agencies wanting to look at their positioning was shared: Among [target market], [x] is the brand of [frame of reference], that [point of difference] because [reason to believe] Eg.. Among [snackers], [Snickers] is the brand of [candy bar], that [satisfies hunger] because [it’s packed with peanuts].
• An alternative fun and useful exercise was also shared: Personify your agency, imagine them at a party. How do they act, speak, what do they say, how do they introduce themselves? Now imagine them towards the end of the party, a few drinks in, what do they do/say differently, what are they passionate about, what topics do they pipe up about?
• Positioning shouldn’t be about flashy slogans, and it is also worth considering how your positioning statement aligns with how people now search online using AI.
• Holding a mirror up to your own business can be hard, which is why impartial, external expert advice can be so valuable. The DBA Experts Register can be helpful in this respect.

Delivering benefits

• One member shared how they came to change the direction of their business as the work became increasingly commoditised, repetitive and unstimulating for the team.
• Being explicit about what they were great at has enabled the business to focus on and charge for strategy work, where there is higher value and margin.
• They are now doing more thinking for clients, rather than more doing.
• For industrial designers whose client contracts often restrict what work they can talk about, one member highlighted their approach to building their business’ credibility and outreach through PR focused projects.
• This activity currently takes up about 10/15% of the team’s time. The projects might not ultimately go anywhere, but the value also lies in gaining press coverage, opening-up client conversations and the professional and personal development it delivers for the team.
• Generating content is valuable. Every designer needs to know how to write and speak about design, their opinions and what they stand for. It’s better to have a stance than to be bland.
• This activity can build your team’s confidence, and if you’re invited to speak at events, judge awards etc, this builds continuous noise about your agency, and aids SEO and GEO. 

Further resources

• A number of books were recommended including: David C. Baker’s The Business of Expertise, How not to come second: The art of winning business pitches by David Kean, and Blair Enns’ Win Without Pitching, along with the 2bobs podcast.
• Fully Saturated: The UK Design Agency Positioning Audit 2025 by Emily Penny and Joel Stein, which showcases interesting branding agency propositions, was also recommended.

There will be no DBA Member Forum in April due to the Easter weekend.

Please do however join us for a webinar to launch Up to the Light’s 2026 ‘What Clients Think’ report on 14 April at 1.30pm. You can reserve your place today

The next DBA Member Forum will take place on Tuesday 5 May at 1.30pm BST (moving from our normal Monday slot to Tuesday, because of the bank holiday).