Our Services / Strategic Positioning
Message Matters.
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.
Video: What is Strategic Positioning? Bonus: Daniel’s spirit animal.
/ 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 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 them with our research to develop our recommendations moving forward. Once you've approved the final strategic positioning document, it's ready to share with your internal teams and serves to direct and inspire all external communications and creative.
Scope & Costs
Strategic Positioning projects have several moving pieces that affect the scope. In consideration is your business category, company size, audience segments and overall messaging complexities. Hit us up, we’re happy to provide a range.
Why use our agency to develop your positioning?
It makes everything else better.
When we start with Strategic Positioning, our entire team has the framework, background and historical knowledge to create effective marketing materials for your organization.
Message matters.
What you're saying to your audience is crucial. Where and how you say it matter, but not like the message. Get that part wrong and a great communication strategy can actually hurt you.
/ Strategic Positioning
Worry about how you sound before how you look.
Get a messaging makeover.
Understanding how you are positioned in your market against your competitors is a key step to gaining and advantage with all of your following marketing materials. Establishing a smart messaging strategy will amplify the effectiveness of your branding, collateral, ad campaigns and website. A brand with no messaging strategy is like a well dressed man with a terrible personality.
Don’t be that guy.
/ The Positioning Document
1. Positioning Illustrated
A walk-thru of our proven positioning framework and rationale.
2. 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.
3. The 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.
4. Positioning Worksheet
We create a visual “messaging matrix” to quickly identify and write key positioning.
5. 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.
6. USPs
Unique selling propositions will be identified and written in marketing language for our key target audiences.
7. Target Messaging
Messaging strategies specifically tailored for target segments or personas.
8. The Brand Blueprint
Our messaging hierarchy chart is a visual representation of how we will communicate brand values, USPs and positioning.
9. 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.
10. Competitive Positioning
In this section, we review your competitors messaging and create a visual framework to ensure we are positioning your business in an own-able space.
/ Are you speaking the same language as your customers? You may think so.
Is it time for a visual rebrand?
Maybe so. Here’s why it might be the right time.
Something changed.
Market conditions, technology, audience preferences and industry shifts can antiquate a logo and brand pretty quickly. If something changed, are you positioned to change with it?
You have competition.
The boogie man. He’s real. Do you have a competitor that just slithered out from under the bed and is taking your audience’s attention away from you? You better do something about it.
You need to rally your team.
Breathing new life into your mission and message can re-energize a team. It’s amazing what aligning your message and visuals will do for the people who love you the most… your employees.
You’ve grown.
People change. So do brands. Imagine your company’s visual identity is your senior yearbook photo. Still hot? Probably not.
