ALl Classes + Events

Using Personas to Develop Positioning

Storytelling only works if the story is about your customer, not you.

Brand positioning is not what you do to your product, and it’s certainly not what you say about it. Positioning is how you tap into the reality that already exists in the minds of your prospects. Within a digital landfill of over-communicated messages and “me too” brands, we’ll teach you how to look for the holes in the market that make your brand top-of-mind and the preferred choice.

Positioning - FBKey Takeaways

  • What positioning really is, and what it’s not
  • What you should know about prospects & competitors to stay rooted in reality
  • Defining “non-negotiables”—what should never change to maintain position


Want your company to serve as the example?

Class Materials


This workshop will be held at Betamore’s campus on the 4th Floor at 1111 Light Street, Baltimore, MD 21230. For parking + directions visit:

Reserve Your Spot Now

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    Tue, Aug 16th

    8:30am – 10:30am

    Photo of Kara Redman
    Kara Redman

    Cofounder + Lead Strategist at Backroom

    Kara leads the strategic planning for both client accounts and Backroom, a brand development company that delivers brand frameworks, identity systems, campaigns, websites and web applications for businesses with a passion for what they create. She develops actionable plans that evolve ambitious brands toward their aspirations by creating authentic transformation from the inside out. Before building Backroom, Kara worked at several top agencies as senior strategist and client partner, developing and executing meaningful digital experiences for notable brands around the world.

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