Occupying a unique place in the minds of customers requires careful examination of the environment in which your brand competes. Take advantage of natural strengths unassailable by competitors while aligning the organization to deliver on a singular sense of identity.
What’s a business to do? How do you compete when there’s barely room to breathe? Position your brand.
When you have a well-defined brand position, your business has many advantages. Positioning can provide a conceptual template for your brand, your marketing messages, the services you offer and even the way you structure your pricing.
key benefits of brand positioning:
It focuses you on a specific target market.
When you provide a limited set of services to a limited audience, your marketing becomes more powerful and effective. You are perceived as a high-value expert.
It clarifies how you are different from competitors.
You’ll finally know exactly what sets you apart and be able to talk about your firm in a way that gets prospects excited.
It shows how to win new clients & customers
Positioning arms your business development team with critical arguments they can use in the nurturing and closing processes.
It drives creative decisions.
When you understand the core message you need to communicate to prospects, you can make informed decisions throughout the creative process. Your positioning becomes the DNA of your visual brand.
It drives service development and pricing decisions.
Knowing how you compare to your competitors helps you decide what new services to offer, and when. Are you positioned as a source of innovative services? A low-cost provider? A specialist or a generalist? The answers to these questions can affect what services you offer and how to price them.
Build overall business imperatives
Research your target clients and competitors
Identify your differentiators
Craft your brand positioning statement
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