Don’t build your brand positioning on today’s logic
Most brands are built backwards. They start with who they are right now. With their current offering. Their current team. Their past successes. All valuable—but also… limited. Because if you only think from where you are today, chances are you’ll never get to where you really want to go. And in a world that’s changing faster than ever, that’s a risky strategy.
The past rarely shows the way forward
Many brand strategy projects feel like missed opportunities. Too safe. Too familiar. Too rooted in what already exists.
A positioning built mostly on past achievements might lead to a slick logo or a refreshed visual style.
But it won’t challenge your team. It won’t connect to your audience’s aspirations. And it certainly won’t give your brand the momentum to truly stand out.
According to McKinsey, brands that actively shape the future are almost impossible to catch up with.
Not by reacting to trends, but by shaping them. By making clear decisions about who you’re becoming—and positioning your brand around that.
That’s where a Future Branding positioning begins
At Cheerleader Agency, we call this Future Branding. And it completely flips the traditional positioning process.
We don’t start with a logo briefing.We start with a Future Visioning session.
Instead of asking, “What do you offer now?” we ask:
- What future are you helping to create?
- What will your role be in the world five years from now?
- How is your market changing—and how do you respond today?
Only then do we build a brand positioning that not only fits, but actually gives direction.
What you get is more than a brand
When your brand is built around a future vision, something shifts:
Your story evolves
From “This is what we do” to “This is what we make possible.”
No longer a list of services, but a clear point of view that others want to follow.
Your visual identity grows
Not as a design trick, but as a signal: this is an organization that looks ahead—and dares to show it.
Your message gains traction
Because you’re not just speaking to people’s current needs—but to who they want to become, and how you help them get there.
And maybe most importantly: your team moves with you
They stop thinking in quarters and start thinking in trajectory.
They rediscover pride and direction—and bring that energy into every interaction.
That’s when positioning truly makes an impact:
Not just externally, but especially internally.
The difference between a makeover and a real transformation
Many organizations still treat branding as a coat of paint. A visual refresh.
But a brand is not packaging. It’s direction. A shared story that says:
This is where we’re going. This is what we stand for.
In times of rapid change—from tech to society—no one needs a brand that only says who you are.
You need a brand that shows what you stand for.
That’s the difference between looking fresh, and standing strong.
Between keeping up, and leading the way.
And what about your brand?
If you could rebuild your brand today —based entirely on the future you want to create— what would change?
Would your current story still hold up? Would your identity still match your ambition?
Would your team feel energized by it?
If not—that’s not a problem.
That’s the beginning.
We’d love to help you shape that future story.