Clear about how you are different.
Positioning determines the place your brand occupies in your customer's mind. Why would they choose you rather than someone else? Many organisations find this hard to explain, while the answer is often already in-house. Sharp positioning makes the difference visible and gives your sales, marketing and website one clear story.
We look for what truly sets your organisation apart, and for what your audience values about it. We do this through research into your market and competitors, conversations with customers and sessions with the people who make decisions about the brand. Then we make choices: who you are there for, what you promise and why that is credible. We capture this in a positioning statement and a key message you can use everywhere, from your homepage and your pitch to your job ads.
Market and competition
We map out your market: who are your competitors, how do they position themselves and where are the opportunities? Desk research shows which promises everyone already makes and where there is room to stand out.
Customer and organisation
We talk to customers and stakeholders to understand why they choose you and what they miss. We also explore what makes your organisation strong: your expertise, your people, your way of working and your results.
Making choices
In a session, we decide on your position together. Who are you there for, what do you promise and why is that credible? We work with scenarios, so you can compare different directions before you choose.
Putting it into words
We capture the chosen position in a positioning statement, a key message and the most important proof points. That way, everyone in your organisation can tell the story in the same way.
What sharp positioning delivers
Distinctive
Your customer quickly understands why you are different and why that matters to them.
Consistent
Sales, marketing and website tell the same story, in the same words.
Choosing growth
You focus on the customers and markets that suit you best, instead of on everyone at once.
Positioning is an important part of the brand strategy. It is specifically about the place you want to occupy relative to competitors, in the eyes of your audience.
The brand strategy is broader. It also covers your mission and vision, your brand values, your audiences and the way your brand looks and sounds. Do you already have a clear strategy, but is your differentiation not sharp enough? Then a positioning project on its own can deliver a lot.
By asking them and by looking closely. We talk to customers, look at search behaviour and analyse what is being said online about your market. The knowledge of your sales and customer service teams is valuable too, because they hear every day why customers do or do not choose you.
We turn those insights into audience profiles and customer journeys, so your positioning connects with what really drives your customer.
Not necessarily, but you do have to make a clear choice. Positioning that tries to appeal to everyone stands out to no one. That does not mean turning away customers outside your focus. It means your story, your website and your marketing are aimed at the group where you add the most value.
In the sessions, we explore different scenarios, so you can choose with insight into the consequences.
You use it everywhere. It is the basis for the copy on your website, for your pitch and presentations, for your campaigns and for your job ads. Often a new or refreshed visual identity follows that makes the positioning visible.
Sharp positioning helps your visibility too. Once you know what you want to be found for, you can align your SEO and GEO with it.
A merger or acquisition is a classic moment for new positioning. Two organisations, each with their own story, have to make one promise together, without losing the strengths of either.
We involve people from both organisations, so the new position is supported by everyone. We then decide in the brand architecture whether the brands merge under one name or continue side by side.
That depends on the amount of research and the number of people involved. A compact project with a few sessions is completed quickly, while a project with customer research and several stakeholders takes more time. At the start, we draw up a schedule with fixed moments for sessions, presentations and feedback, so you know exactly where you stand.