The best outcomes happen when positioning is a collaboration between internal leadership and an external brand strategy partner. Internal teams bring deep domain knowledge and context. External partners — whether a B2B branding agency or a specialist brand positioning agency — bring objectivity, competitive perspective, and the ability to see perception gaps that insiders are too close to notice. The agency that shows you something about yourself you didn't know is worth more than the one that repackages what you already believe.
A good agency will also help you understand how positioning determines your competitive set — not just your features — and how product positioning relates to your broader brand positioning. For companies considering a full rebrand, the positioning work is the foundation that makes everything else — identity, web design, product messaging, and even sales decks — more effective.
