Positioning defines how you're perceived in the market. If you don't control it, your competition does.
If your value proposition could apply to any company in your sector, you don't have positioning. You have noise.
When buyers see no difference, they buy on price. Positioning breaks that dynamic.
Sales says one thing, marketing another, the website another. Without a messaging framework, every channel contradicts the previous one.
Product category, key differentiators, real alternatives and reason to believe. Based on April Dunford's methodology adapted to your context.
The primary and secondary messages for each persona in the buying process. With the angle that resonates most in each case.
A clear sentence that explains what you do, for whom and why you're different. Tested with real customers.
How your brand sounds across every channel. With good practice examples and anti-patterns to avoid.
Headlines, subheadlines and homepage copy applying the new positioning. Ready to implement.
The 30-second version of the message for each type of stakeholder. So the whole team uses it consistently.
We review the product, current customers and competition. We identify positioning gaps. Week 1.
Customer interviews, competitor analysis and review of current messaging. Weeks 2-3.
Workshop with the team to build the strategic positioning and messaging framework. Week 4.
We test the message with real customers, refine and deliver all documents. Week 5.
We use April Dunford's methodology (Obviously Awesome) as a base, adapted to B2B tech products and complemented with our own qualitative research. It's not a rigid framework — we adapt it to each company's context.
Positioning can't be done without the team. We need 1-2 key people (usually CEO/CPO + someone from sales) for working sessions. The output is much stronger when there's internal alignment from the start.
We include the main homepage copy and key messages. The visual redesign and technical implementation are out of scope, though we can recommend trusted partners.
Yes. The most common combination is Positioning with ICP (to have the research base) or with Sales Enablement (to translate the new positioning into sales materials). We offer combined packages.
First consultation at no cost. Response within 24 hours.
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