Brand positioning and messaging that make a strong offer easy to explain
When the offer is strong but the message is too complex or inconsistent, we define the position, proposition and message that make your value easier to understand and easier to sell. We start with the people who choose you.
How we build your positioning and messaging
Research first, then the words, then the work that carries them.
Positioning we have sharpened includes Sava, Anderson Group, Sayfa Systems and Bush & Co.
Listen: We review how you describe yourselves, look at your competitors and market, and interview your staff and the people who choose you.
Workshop: A workshop with your leadership team works through what you stand for, who you are for and why people should choose you.
Position and proposition: We set out where you stand, the values behind it and a simplified proposition.
Messaging framework: The proposition becomes a messaging framework: the core message, what to say to each audience and the proof behind it.
Carry it through: We turn it into the website, sales narratives, pitch decks and campaigns, so buyers meet the same story wherever they look.
Positioning we have sharpened
SavaWe set out its vision, values and simplified service proposition. Then came a new name, Sava, and one corporate site.
Anderson GroupWorkshops and analysis streamlined its products into an offer that made sense to the end user.
Bush & CoWhat the solicitors and insurers who choose Bush told us shaped new brand values and a positioning statement.Signs your positioning needs work
We are often brought in at one of these moments. Each is a strong offer, told less clearly than it could be.
- 01
The message changes with the messenger
Sales, marketing and the website each describe you a little differently, so a buyer hears three businesses instead of one.
- 02
Too much rests on one person
Sales conversations rely on a few people explaining the business. When they are not in the room, the offer gets harder to follow.
- 03
The business has moved on
You have added services, brands or markets, and the way you describe yourselves has not kept up.
- 04
The website looks right but says little
It looks credible, yet a first-time visitor still cannot tell what you do, who it is for or why it matters.
- 05
You are aiming higher
You are moving into a more ambitious market or need to convince more senior buyers, and the old story will not carry you there.
- 06
Deep expertise, hard to grasp
Your people know the subject inside out. Turning that into something a buyer can quickly understand and trust is a different job.
Positioning built from interviews.
Bush & Co’s brand no longer matched the ambitions of a new leadership team, so we asked the people who choose them.
We interviewed solicitors and insurers about how and why they used Bush, and what made them pick Bush over others. Three themes came back: case managers were king, solicitors searched by geography first, and they needed a push to try someone new. Those findings shaped new brand values and a positioning statement, and the website gained a map-led consultant finder.
Read the Bush & Co case studyQuestions we are asked
What is the difference between positioning and messaging?
Positioning is the place you choose to hold in your buyer’s mind, and why they should pick you. Messaging is how you say it, in the words your website, your sales team and your proposals use, so everyone tells the same story.
What is a value proposition?
A short, plain statement of what you do, who it is for and why it matters to them, which a buyer could repeat to a colleague. We build it from what your customers tell us, not from a list of features.
Is this the same as brand strategy?
It is the heart of it. Brand strategy also covers your audience, your market and how the brand shows up. Positioning and messaging decide where you stand and what you say, and our brand strategy page explains the rest.
How long does it take, and what does it cost?
It depends on how much research is needed and how many people need to agree. Some clients come to us for a defined project, such as a messaging framework, and others for ongoing support. Our free marketing audit is an easy first look.
“Helping YMCA Bedfordshire relaunch under a new name was a big responsibility, and I never took it lightly. We started from the work they do every day and the values behind it, and drew a ring for each value, wrapped around the i in IMPAKT.”
