Tips for creating a brand matrix

Anytime there’s an opportunity to visualize your design strategy, DO IT.

The result becomes a powerful (and highly shareable) artifact in your exploration phase to refer back to throughout the design process.

One of my favorite tools when working on a new project is the positioning matrix.

🌟 An important tip to remember when defining the axes is that each descriptor at the ends of the ranges should be equal to each other.

Meaning, it’s easy to choose opposites (cheap vs. expensive, messy vs. clean) but each end of the range must reflect a viable brand choice.

So try to use “traditional,” not “old-fashioned.”
“Family-friendly,” not “childish.”
“Adventurous,” not “risky.”
“Familiar,” not “boring.”

You get the idea. How do you think some of your favorite brands defined their positioning matrix?