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Formulate Positioning and Messaging that Resonates with Your Customers

“Brand is just a perception, and perception will match reality over time. Sometimes it will be ahead, other times it will be behind. But brand is simply a collective impression some have about a product.” Elon Musk

Developing your positioning and messaging platform is paramount to long-term success. It is the beacon and guide for every tactic and action.  Ideally you want to take the lead defining your market position and message, rather than letting others, such as your competitors do it for you. The two elements are far too important in the buying process to be left to chance.

As a member of the leadership team, make it your goal to craft a solid positioning framework that produces a set of customer-centric “messages” that reflect key attributes that are meaningful to your market and that you can own. Messaging is a subset of positioning and a primary step between your positioning and content creation. The result of poor messaging that fails to resonate with prospects and channels is long lasting.


Positioning and messaging are the foundation of successful and effective Marketing.

You rarely have the opportunity to make a second impression, which is why positioning and messaging are the foundation of successful and effective Marketing.  Research plays a pivotal role in forming, validating, and fine tuning your platform.  It is an upfront investment that pays off in more highly effective Marketing because it allows you to develop and test your “secret sauce” and choose words that will engage and motivate your customers.


Here are two ways we can help you tackle positioning and messaging:

  1. Change Behavior within your Team. Through our educational services, you can bolster your Marketing team’s skills and capabilities. Our on-site positioning and messaging interactive Workshop helps you create the key ingredients associated with your positioning platform and an associated message map.  Looking for something more classroom-like scenario for learning about strategy? See our Strategic Marketing Academy  curriculum details.
  2. Expedite Results Through Collaborative Consulting Engagements. Companies who need an outside-perspective or additional expertise, or who are just short on time, choose our consulting services. These engagements are customized, project-based and designed to maximize skills and knowledge transfer. Our JumpStart Positioning Service™,  within the SmartStart Services Suite™, was specifically designed to support rapid development and testing.

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