6 – 8 Hours
3 – 5 Days
Knowing your competitive positioning helps further develop your brand messaging because you know how to speak to your prospective customers across all channels, creating a cohesive experience for both your prospects and customers.
The Brand Positioning and Messaging project combines brand positioning and brand messaging to develop a unique strategic approach to communicate with your audience through your messaging while simultaneously using the knowledge of your positioning.
What to Expect
Brand Positioning and Messaging projects start with an analysis of your top 3-4 competitors and their positioning in the marketplace, complete with a competitive strengths, weaknesses, opportunities, and threats (SWOT) analysis in the format of a spreadsheet.
From there, our team expands your unique positioning, which includes defined brand pillars and a positioning statement. Using your positioning and target audience, we expand your messaging, including best practices, tone, and keywords.
Our team creates a Positioning page (based on and replacing your Competition page) and a deeper development of the Messaging page within your Member Profile, so the final product is an updated profile to be used as a reference in all marketing programs.
Brand Positioning and Messaging establishes a messaging foundation that conveys the value of your offerings in a manner that connects with your target audience while differentiating the company from the competition.
This project also standardizes your positioning and messaging guidelines in an easy-to-reference format that can be applied to all marketing programs associated with the business.
Consider the following as you begin this project. Our team is happy to collaborate with you on the best approach.
- Have you ever completed a SWOT analysis before, either for your business or for your competitors’ businesses? (“SWOT” stands for strengths, weaknesses, opportunities, and threats.)
- What competitors do you think you could learn from to improve your positioning in the competitive landscape?
Every brand is different. We believe that marketing should be highly-tailored for each brand. Since our team works with a wide range of industries that targets a variety of audiences across many markets, samples of our team’s work will convey an approach that is dramatically different from the approach that we would take for your brand.
We work closely with every new member to document their business’ unique visual branding and messaging approach prior to conducting any work.
Click here to learn about our team’s industry-specific strategic approach.
Our team will execute this project in defined phases and we will keep you updated on progress within each phase of development, giving you the ability to provide feedback, direction or collaborate with our team throughout every step of the process.
1) Access Coordination and Strategy
During this initial phase, we review your Member Profile and confirm project details. We may ask clarifying questions.
At this phase, if you previously provided only three competitors for us to review, you may provide our team with one more competitor for the analysis.
2) Initial Project Approach
During the next phase, we begin researching your top competitors and creating competitive opportunities and threats based on this research in the format of a spreadsheet.
After developing the SWOT analysis for at least two competitors, we send you an update so you can monitor project progress. Since the positioning and messaging will be based on this competitive analysis, we encourage you to provide feedback during this phase.
3) Project Presentation
During this next phase, our team finalizes competitor research, incorporating any notes from you, if any; creates the expanded Positioning page of the Member Profile, including defined brand pillars and a positioning statement; and creates the expanded Messaging page, including best practices, tone, and keywords.
Our team reviews the Positioning and Messaging pages for flow, grammar, punctuation, and spelling. When the content is complete, we present the updated Member Profile to the member. We encourage you to provide feedback before we complete this project as all details curated during this project will be used in all marketing programs going forward.
4) Project Closure Plan
After you have reviewed the Positoning and Messaging pages, we make any requested adjustments and review updated sections for flow, grammar, punctuation, and spelling accuracy.
Once finalized, we send you the updated Member Profile. Once complete, this profile is referenced in every project.
- Perform a SWOT analysis for all major competitors by researching competitor websites.
- Utilize SWOT analysis to develop positioning statement and brand pillars.
- Use positioning and audience targets to develop messaging best practices.
- Create do’s and don’ts for the content tone and style.
- Develop a list of keywords and phrases to be referenced for all brand messaging.
Our team works as a fluid extension of each of our member’s businesses by developing strategies and executing projects in whatever capacity is best for their unique needs.