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Brand Positioning &
Message Strategy

Explaining your business is, well, complicated.
Let’s do something about that!

Do you want to:

  • Attract the right type of customers—and discourage the wrong ones?
  • Stand out in a crowded field, so you can bring in bigger and better leads?
  • Succinctly explain your business, so people can’t wait to learn more?
  • Stop competing on price?

Brand positioning (aka, a message strategy) may be just what you need.

Brand positioning is a summary of the unique value you bring to your customers. Think of it as the foundation for how you talk and write about your business. It serves as the guide—and inspiration—for all of your marketing and sales efforts.

And it’s a powerful way to engage the right customers.

I have a proven process for figuring out what makes your business unique.

In my work with 80+ clients, I’ve developed a proprietary approach to help you transform fuzzy ideas into clarity on what makes your company different.

(Yes, insert choir of angels here!)

And this approach leads to a highly-focused strategy that captures your special sauce—complete with audience personas (in-depth profiles of your target customers and their motivations), your most important marketing messages, and other useful insights.

Here’s what a strategy will do for you. You’ll gain:

  • Clarity on what makes your business different, so you can explain your business with confidence
  • Insight on how to stand out from your competitors, so you can avoid the “me too” messaging traps
  • Relief and excitement knowing you have the strategy you need, so you can be consistent and focused moving forward

And, yes, there’s the business impact.

Honing your brand positioning and dialing in on the right customers can offer a significant return on investment.

For example, I’ve had clients who have:

  • More than doubled their revenue
  • Grown in size from being a $2 million company to a $5 million company
  • Increased the quality of their incoming leads
  • Increased their new customer acquisition by double digits in a very competitive field
  • Become much more competitive and confident in their marketing, despite extremely polished competitors
Kyle Burnam, Idea Accelerator (and Managing Director)<br />
Intengo<br />
Denver, CO

I’ve never felt as much momentum. We have more people interested in our services than we’ve ever had in the past. We have quality leads with bigger name companies. We have more demos, presentations and upcoming conference speeches than ever before.” Kyle Burnam, Idea Accelerator (and Managing Director)
Intengo
Denver, CO

Here’s a peek behind the scenes at my proprietary process…

Click on show details below.

Stage 1: Competitive audit

As we hone your story, it’s important to understand what your competition is saying and avoid the “me too” message traps. I’ll audit your competitors’ websites to determine how they’re positioning themselves and create a written summary for you.

Taking an objective look at your competitors can be illuminating!

Stage 2: Customer interviews

I’ll interview your ideal customers to get their input. I’ll explore targeted topics with them, such as what they think about your company (versus your competitors), why they chose you, what matters to them and what doesn’t.

There are almost always surprises that come out of customer interviews. We can get amazing insight into:
• What really matters to your customers
• How to connect with them on a deeper level
• How to talk about your business in fresh ways
• How to craft highly targeted content

Stage 3: Strategic discovery

No one knows your business better than you. I’ll guide you through a series of strategic questions or engaging exercises to thoroughly explore what makes your company shine.

Together, we’ll decide on the best format for our discovery process, so it’s highly effective. We may decide upon:
• A group discussion
• Individual interviews with key employees
• A facilitated, strategic workshop with your team

Stage 4: Audience personas

Building upon the work we’ve done so far, I’ll craft personas of your ideal customers, so we can:
• Connect with them on a deeper level
• Develop targeted messaging
• Identify the right personality to appeal to them

Stage 5: Strategic messaging guide

All of our work together cumulates in a written document summarizing your message strategy. Typically, this guide includes your:
• Core message (your “promise”)
• Proof points
• Personality and voice
• Audience profiles
• And any other relevant marketing communication decisions we’ve made together

Optional: Content audit

Once you have your message strategy in place, you may wonder, are our touch points with our customers and employees “on message?” What do we need to hone to bring our brand story to life?

I’m happy to audit your key communication materials. I’ll help you identify any inconsistencies in your brand. Together, we can prioritize which areas may need transformation first.


FAQs

Who is a good fit for a brand positioning / message strategy project?

Great question, and I’ll share upfront, not everyone is the right fit.

My brand positioning / message strategy projects tend to be best for companies that are committed to:

  1. Involving key employees and collaborating on a great strategy. No one knows your company better than you and your team. When we involve select employees, we: (1) Create a better message strategy. (2) Build buy-in—and cheers for that! (3) Make it much easier to write marketing content because you’re clear and focused on your strategy.
  2. Implementing their strategy internally and externally. A message strategy is a foundation to build upon. You need to be willing to get your message out there—whether it’s through your website, speaking events, advertising or other forms of marketing outreach. You also need to make sure you’re building it into your culture, so you’re living your brand.

If these two items don’t resonate with you, this isn’t the right project for you.

Can you help us implement our brand positioning / message strategy?

Yes, I’m happy to discuss helping you implement your strategy. Depending on your needs, I have a network of creative professionals who are experts at bringing brands to life, so it’s easy for you to move forward.

If you prefer to implement your strategy on your own, you’re welcome to do so.

Jeanne Caldwell, President<br />
IG Mapware<br />
Denver, CO<br />

Ann exceeded all my expectations, something that stands out because it happens so rarely. She was quick to understand the competitive landscape and develop a strategy to differentiate us. Her interview techniques were efficient and analytical. It was amazing how much she could find out in a very short period of time.” Jeanne Caldwell, President
IG Mapware
Denver, CO