Positioning
Make it easier for customers to choose you.
Our Positioning work finds the difference that gets your company chosen, makes it simple enough to be remembered, and takes it to every touchpoint where your company is seen.
Most companies sell themselves with the same arguments: years of experience, technical knowledge, benefits and competitive pricing. They are true, and they set no one apart, because the competition says exactly the same.
Find the difference that gets you chosen.
We define the alternatives customers really compare you with, the attributes only you have and the value they create, and test them until what remains is a real difference, not a phrase that sounds good.
Make it simple to remember.
We turn the positioning into a sales narrative and a core message, said simply and designed to be remembered by the people who make the buying decision.
Take it to every touchpoint.
We take the positioning into the field, starting with the touchpoints that weigh most on the decision, so the message builds up instead of diluting.
When it makes sense to work together.
- You sell with the same arguments as the competition: experience, know-how, benefits and price.
- You are compared with alternatives that do not do what you do.
- Your difference does not reach the people who make the buying decision.
- The website and the team describe the company in different ways.
- You compete on price more often than you should.
- You have more than one brand or product, and it is not clear how they relate to each other.
Four phases,
one direction.
Positioning is only worth the work it took once it reaches the market. Each phase takes the difference one step further, from a decision made in a room to a message the market recognizes.
Discovery
In sessions with you and the decision makers, we work through the pieces that define positioning: the real alternatives customers compare you with, the attributes only you have, the value those attributes create, the segment for whom that value matters most, and the category you want to be understood in. When more than one brand or product is at stake, this is also where the architecture is designed: how the parent brand, the sub-brands and the products relate to each other, and the role each one plays.
Discovery
In sessions with you and the decision makers, we work through the pieces that define positioning: the real alternatives customers compare you with, the attributes only you have, the value those attributes create, the segment for whom that value matters most, and the category you want to be understood in. When more than one brand or product is at stake, this is also where the architecture is designed: how the parent brand, the sub-brands and the products relate to each other, and the role each one plays.
We work from how customers decide.
Positioning is not a creative exercise or a new logo. It starts from how buyers actually choose and remember, not from opinions about what sounds good.
We treat the cause, not the symptom.
It is tempting to skip positioning and go straight to communication, and some do. But communication built on a poorly defined difference is wasted effort. We start by understanding what truly sets you apart, before saying anything at all.
You leave with a plan, not a presentation.
We run the process and help prioritize the decisions and validate them. What stays is not a pretty document to file away, it is a direction to act on.
Frequently asked
questions.
It is a fixed-scope project that finds the difference that makes customers choose your company, makes it simple to remember and takes it to every touchpoint where the company is seen. It is organized into three modules: Positioning, Messaging and Implementation.