Corporate messaging and positioning

I developed corporate positioning guides for over a dozen brands. This guide was used as an internal guide to inform a consistent and effective marketing and sales strategy. To develop an effective guide rigorous research and analysis were required in order to produce a resource that was accurate, creative, and unique to the brand.

Internal research

Interviews were conducted with internal stakeholders to gather insights from key team members to understand

  • The company’s history

  • The purpose of their product and service

  • The inspiration behind the business

  • Their perception of themselves in the marketplace

  • Their perception of the competition

All interviews were required and transcribed.

Client and partner interviews

Interviews were conducted with clients/customers and business partners to gather an external perspective on the business and its product and/or services in an effort to understand:

  • How the product or service impacts them and their lives

  • How the product or service influences how they think about themselves

  • Why and what they value about the product or service

  • The shortcomings of the product or service

Secondary research

An analysis of the competitive landscape was performed by reviewing thought leadership and brand messaging across the primary competitors to understand

  • The key differentiators of competing brands

  • The unique target market differences across the landscape

  • Feature differences

Synthesis and documentation

All research findings were synthesized and integrated to craft a detailed positioning resource for the company that provided clear guidelines regarding:

  • Corporate tagline

  • Boilerplate description

  • Selling propositions compared to competitors

  • Clear, succinct definition of product or service offerings

  • Target market definition

  • Buyer persona insights

  • Documented market challenges that product or service addresses