What is Strategic Positioning?
Let’s win the war on your audience’s attention span.
So, you have their attention. Now what are you gonna say? We are in the persuasion business. Thoughtful, impactful, clear and entertaining communications are more important than ever. I think I read an article that said the average person is exposed to around eleventy-billion ads a day (or there abouts). In order to craft a communication that will work, we have to get to work on your Strategic Positioning.
WHAT IS IT?
It’s a document that will serve as a unifying framework for all communications involving anything related to your company, organization or brand. We’ll define what differentiates you, why that matters, how you should talk about your brand, what your positioning statement should be (and who to tell it to) and determine what an appropriate tagline or messaging platform is for your organization.
HOW DOES IT HELP?
It simplifies. What you do may be fairly complex, but it shouldn’t sound like it. An established positioning strategy will also help you make decisions easier when communicating for your brand or company. What should we say here? Why will our audience care?
HOW DO WE USE IT?
A lot of the foundational insights needed to develop your strategic positioning will have been collected through the Discovery Workshop and our discussions with you. We’ll take those insights and pair with our research to determine the best recommendations moving forward. Once you’ve approved the final strategic positioning document, it will be ready to share with your internal teams and be the inspiration for communications moving forward.
Here’s a real-life look at our Strategic Positioning products. We’ve used our client, Neba Health as the example below.
Section One: Positioning Illustrated
A walkthru our proven positioning framework and rationale.
Section Two: Positioning Style
Our guidance on what type of positioning style (based on your situation analysis) is going to produce the best results for your brand.
Section Three: Positioning Statement
Positioning is how we need to be thought of in the minds of our most important audiences in order to be successful. Positioning should be a differentiated, motivational and sustainable thought. It is not just our definition (or how we express it (taglines, messages, ads, videos, etc.), but it should serve as the conceptual core for all that we say and do. It’s about what we want people to feel when they experience your brand, and remember when they walk away.
Section Four: Positioning Worksheet
We create a visual “messaging matrix” to quickly identify and write key positioning.
Section Five: Key Differentiators
We will outline your brand or company’s key differentiators and explain how they can be used in marketing messages to your audience. Marketing language will be created based on each differentiator. Copy can be used in print and digital collateral.
Section Six: USPs
Unique selling propositions will be identified and written in marketing language for our key target audiences.
Section Seven: Target Messaging
Messaging strategies specifically tailored for target segments or personas.
Section Eight: Brand Blueprint
Our messaging hierarchy chart is a visual representation of how we will communicate brand values, USPs and positioning.
Section Nine: Messaging Platform
The messaging platform is an emotional translation of the positioning — condensing all of its important points into a phrase with personality. This is not a tagline or a headline, but a starting point to inspire the look, feel and tone of communications.
Section Ten: Competitive Positioning
In this section, we review your competitors messaging and create a visual framework to ensure we are differentiating.
