At a time when consumers are time-strapped and multi-tasking, core messaging and brand positioning lets companies effectively communicate what they do, the value their products deliver and why potential customers would be interested.
Clear and compelling core messaging and brand positioning gives you a strong foundation upon which you can create sales and marketing strategies and tactics to support and grow the business.
In many respects, it’s like how a house needs a solid foundation. With strong core messaging and brand positioning, you can launch other marketing and sales activities, and develop content such as Web sites, videos and case studies with a consistent theme.
The Process
To create effective messaging and brand positioning, I use a six-phase, collaborative and iterative process that involves extensive research and interviews with key stakeholders to answer the following questions:
- What do you sell?
- Who are your core customers?
- What’s your competitive edge?
- What is the value and benefits to customers?
- What are the product’s features?
- Where could I find these people?
