The power of brand positioning and how it can fast track your growth
A story about how I made Parata Property stand out
When it comes to building a brand, positioning is everything. It’s not just about visuals like logos and colour palettes—it’s about defining who you are, how you stand apart, and the story that connects you to your audience. Without clear positioning, even the best business ideas can struggle to thrive.
A great example of this is my work with Kieren from Parata Property. His story, paired with a strategic approach to branding, highlights why positioning is the foundation of a powerful brand.
Kieren’s Story: A foundation to build on
When Kieren approached me for help with his business January this year (2024), he shared with me a pretty incredible story.
In just two years, during COVID, he went from $0 and working 17-hour days to building a multi-million-dollar property portfolio. His success didn’t go unnoticed – people started asking him for advice on how to do the same, which led him to launch Parata Property, a buyer’s agency, in October 2023.
But as soon as I heard his story, I knew branding Parata Property as just another buyer’s agency would be selling it short.
My strategy: turning the service into a lifestyle
From the moment Kieren shared his journey, I saw a bigger opportunity. Rather than branding Parata Property as a buyer’s agency that helps clients purchase investment properties, my strategy was to position it as an aspirational lifestyle brand – one that’s about using property as the gateway to freedom, wealth, and living life on your terms.
The shift was subtle but powerful. We moved the focus from the transaction (buying property) to the transformation (achieving a freedom-based lifestyle). Every decision I made for the brand stemmed from this strategy:
- The luxurious look and feel.
- Messaging that spoke to freedom, wealth, and success.
- Imagery that evoked the lifestyle clients aspire to.
This wasn’t about property – it was about creating something people wanted to be part of.
Why positioning matters
Positioning a brand isn’t optional; it’s the thing that sets you apart and gets people to choose you. For Parata Property, this strategy achieved three key things:
- It elevated perceived value – Positioning Parata Property as a high-end, luxury brand elevated how people saw it, attracting the right clients who value premium service and results.
- It set them apart – Most buyers agencies focus on transactions—what they do, how they do it. By shifting the focus to the lifestyle clients could achieve, we made Parata Property stand out in the market.
- It created emotional connections = People connect with feelings and aspirations, not just services. By tapping into what clients wanted—a life of freedom and wealth—we built a brand they could emotionally invest in.
How my strategy made the difference
This strategy wasn’t just about making Parata Property look good—it was about creating a brand that works for Kieren, attracting the right clients and fast-tracking growth.
By taking Kieren’s story and turning it into a positioning strategy, I helped him build a brand that:
- Stands out in a crowded market.
- Resonates deeply with the right audience.
- Builds long-term connections that lead to lasting success.
This is what I do. I see the opportunity to create something bigger than a service, and I execute it with intention, clarity, and creativity.
Want a brand that does this for your business? Let’s chat. Book a free strategy call with me, and I’ll show you how we can build something that works for you, even when you’re not working
If you’re building a brand, here’s what you can learn from Parata Property:
Key Takeaways
Positioning is everything
It’s not about what you do—it’s about how you make people feel and why they choose you.
Aspirational brands win
Build your brand around what people aspire to, and you’ll attract the right clients faster.
Leverage your story
Use what’s unique about you to shape your positioning and create a brand that stands out.
