Positioning & messaging
Finding why you’re the better choice
Your team can list what your company does, but can they all explain why you’re better than competitors, using the same words? We figure that out alongside your leadership team and document it in a way everyone can use.
Your strategic roots
We’ll identify the unique and authentic value you provide and use that insight to position your brand away from competitors. Achieving this makes a prospect’s buying decision easier. We’ll also articulate why and how you’re different, bringing consistency to all your communications.
It adds up to a company that’s easier to recall, and harder to compare only on price.
What you gain
- A position distinct from your competitors, communicated in a memorable way
- Messaging aimed at the prospects with the highest chance of converting
- Versions built for each audience for tightly targeted marketing
- Leadership alignment so everyone’s behind the next steps
- Practical guidance on applying your positioning day to day, from your homepage to a sales email and social content
FAQs
What is brand positioning?
Brand positioning is the strategic decision about what space your company occupies in your customers’ minds, in the context of the alternatives available to them. It defines who you’re for, what you do better than competitors, and what you choose not to be. Positioning must come before messaging, so everything you claim in marketing materials can be backed up.
What is the difference between positioning and messaging?
Positioning is a strategic decision, while messaging is the articulation of that decision. Positioning establishes what makes your company the better choice and for which audience, while messaging turns that into the language your team uses across all content. Both arrive as separate documents, but they need to live together.
How long does a positioning and messaging project take?
Most projects are delivered within four to six weeks, depending on how quickly discovery materials are shared and when your leadership team can commit to the workshop. The process covers discovery, competitive mapping, a face-to-face or remote workshop, positioning development, and a full messaging architecture.
Do you cover product positioning as well as brand positioning?
Yes. Brand positioning defines what your company stands for and where in the market it competes. Product positioning defines how a specific offer is understood versus a competitor. We decide together which of the two you need during our first conversation. For companies with a single core offer, the two are usually addressed together.
What do you get from a brand positioning workshop?
The workshop produces an agreed position your leadership team has reached together, which is what makes it stick in the minds of audiences. It feeds two documents: a positioning document setting out your audience, competitive landscape, and point of difference, and a messaging architecture covering your core narrative, value pillars, proof points, and audience-specific variations.
Tell us what you’re trying to fix.
We’ll tell you honestly whether we’re the right people for it.
Separate your brand from the competition