Strategy & Growth
Brand Positioning
We find out what buyers actually compare you with, then build a clear position that says who you are best for and why, backed by evidence.
The problem
Buyers can't tell you apart from the competition, so deals come down to price and sales reintroduces the company on every call.
Positioning problems tend to get treated as tagline or logo problems. But a typical B2B website is full of phrases like “quality service” and “experienced team” that every rival uses, so buyers compare what is easy to compare: price.
Companies also misjudge who they compete with. The buyer's real alternative is often an in-house fix, the incumbent vendor or doing nothing. Messaging written only against direct rivals answers a question the buyer isn't asking.
Strong positions come less from what a company believes about itself than from what it can prove to a specific buyer.
You may recognize this
- Remove the logo and your website could belong to a competitor.
- Sales conversations move quickly to discounts.
- Founders, sales and marketing each describe the company differently.
How we work
Buyer and lost-deal interviews
Using a Jobs to be Done format, we interview recent customers and buyers who chose someone else, capturing the trigger event, the options weighed and their exact phrases.
Competitive alternatives audit
Direct rivals, in-house fixes and the do-nothing option go on one map. A messaging matrix shows which claims the category repeats and what nobody owns.
From differentiator to proof
Capabilities only you have are tied to outcomes the buyer cares about. Each claim needs a case, a process or a document behind it, or it gets dropped.
Category choice and field test
Using April Dunford's positioning components, we choose the market frame and segment to win, then test the message in sales calls, homepage headlines and ad variants.
What we deliver
- Interview synthesis and voice-of-customer library
- Competitive alternatives map
- Positioning document with target segment definition
- Message house and proof point inventory
- Homepage and sales talk track drafts
How we measure
- Unprompted descriptions: how new customers describe you shows whether the message has landed.
- Win rate and loss reasons: show how the position holds up in a live comparison.
- Discount frequency: indicates whether non-price reasons are carrying the decision.
Price pressure at an implementation firm
Illustrative scenario: A firm implementing HR software for mid-sized companies calls itself a trusted technology partner and faces price pressure on every proposal. Lost-deal interviews reveal that buyers fear payroll errors after go-live. The firm repositions as the specialist that takes on migration risk and rebuilds its proposals around process evidence.
Common questions
Is positioning the same as brand strategy?
Positioning defines why a specific buyer should pick you over their alternatives. Brand strategy builds identity, voice and long-term behavior on top of that.
Will we need a new logo or website?
Not necessarily. Messaging and page headlines usually change first. Visual identity only comes up if it contradicts the new position.
Does this work in regulated fields like law or healthcare?
Yes. Positioning is a decision made before any promotion happens. Claims are still checked against professional rules and sector regulation, and your legal counsel reviews them.
Before we work together, let's think together.
Requests are answered by the founder.