Finding – and defining – your space.
Positioning is important. So important, that we consider it the underpinning of any successful communications program. It boils down to this: isolating what makes an organization unique – in a way that matters to the audiences you seek to reach – and defining and owning this space clearly and efficiently.
Our process begins by exploring the Audience Experience: getting to know the various audiences who interact with your organization – clients, customers, partners, potential employees – and examining what the company looks like from the outside in. We talk with members of these audiences, as well as your own employees, to gain valuable insights. And we map internal perceptions against those of your audiences – isolating gaps, recognizing key challenges, and identifying opportunities. We even go a step further, looking at the company’s communications and brand from the point of view of those audiences with whom we’ve talked. Then, we explore the competitive set, discovering what the competition are trying to own, and what they actually do own.
Our goal? Finding that one thing that truly defines a brand, that delivers immediate relevance to your audiences, that gets to the essence of what your brand is. We want to discover something that can be reinforced in messaging, and celebrated and elevated in every single piece of internal, external, and interpersonal communications. Now we’re talking.
Our positioning process is led by seasoned experts from a wide variety of nontraditional backgrounds, experienced communicators able to reach and resonate with different audiences in imaginative ways. We support this thinking with a “holistic communications blueprint” – including branding, tagline, identity, and more – that utilizes powerful messaging to bring the brand to life. It’s a comprehensive process: thoughtfully defining a brand’s message, building tailored campaigns based on relevant insights, and reinforcing this messaging consistently and clearly throughout all communications. That’s positioning – and it has an impact on everything we do.