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Positioning & Messaging

Positioning is the real estate your brand owns in your customer’s mind. Well-positioned products or services balance their unique competitive advantage and brand personality with the needs of the customer. Messaging to support your position are the “reasons to believe” in your brand and should be short, memorable statements.

The more your position can speak to the problems you solve, the more memorable and useful it will be.  

Positioning is the real estate your brand owns in your customer’s mind. Well-positioned products or services balance their unique competitive advantage and brand personality with the needs of the customer. Messaging to support your position are the “reasons to believe” in your brand and should be short, memorable statements.

The more your position can speak to the problems you solve, the more memorable and useful it will be.  

When you need it

  • Trouble acquiring new customers because they don’t understand what you do or how you’re different
  • Competitors beating you at your own game
  • Team using inconsistent messages
  • Disconnect between your instincts or what you think the position should be versus what the customer and market actually needs
 

The parts

  • Competitive audit: understand areas of opportunities in the market
  • Market research: clarify customer needs and wants
  • Positioning and messaging: used in conversation and writing in all of your channels and for SEO 
  • Validation of recommendations through qualitative and quantitative research (e.g. in-depth interviews, focus groups and surveys)