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Before budget, channel and campaign decisions, the brand's one sentence is set: to whom, what, and why it is different. Positioning is the measure of every step that follows.
Why first
For most brands the problem is not budget or channel. The same company's website, sales team and ads say different things; decision makers notice the mismatch, and that is where trust is lost.
Positioning work gathers that scatter into one sentence. That sentence carries the same promise everywhere, from ad copy to sales decks, from the website to a LinkedIn post.
Scope
Who says what in the market, and which gap you fill.
Who takes part in the buying decision, in which order and with which question.
One sentence on to whom, what and why you are different, tested with your team.
The core promise tied to proof, audience-specific messages and common objections.
Tone, word choice and phrases to avoid, written down in a short guide.
How positioning moves into the Demand and Sales funnel stages, on a calendar.
Process
Where you are, the goal and who is at the table.
The brand, competitors, current communication and any sales data.
A first version of the positioning statement and message architecture.
The draft is refined with your team and, where useful, your customers.
Final copy and the execution plan in one file.
FAQ
Mid-sized and large companies whose product or service is good, but whose difference is not understood in the market. Especially brands entering a new market, launching a new service or starting a new management period.
Ads can run without positioning, but it becomes harder to tell what works. With a clear message, tests measure the channel and the audience, not the message itself.
The decision maker, always. Having one person each from marketing and sales speeds up testing the draft in the field.
In the Demand and Sales funnel stages, execution is done with the Duende Dijital team. You can also continue with your own team or your current agency.
The first call takes 30 minutes. We look at where you are and what matters most, together.