Positioned against the real alternative
Which is often not a competitor but doing nothing, or handling it in-house. Messaging that only compares you to other agencies ignores the option most prospects are actually weighing.
Branding & Creative
Brand Messaging & Positioning
Positioning, value proposition, proof points and the messaging hierarchy that follows from them — so the website, the ads and the sales team finally say the same thing.
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- Customer interviews behind a positioning engagement
- 6–10Customer interviews behind a positioning engagement
- Primary message everything else supports
- 1Primary message everything else supports
- Required under every claim before it ships
- ProofRequired under every claim before it ships
The problem
Most companies describe themselves in language every competitor could use. "Quality service, competitive prices, customer focused" is not positioning, it is the absence of it — and it leaves the buyer with price as the only way to choose.
How we do it
What the work actually involves
Claims with proof attached
Every message maps to something demonstrable — a number, a case, a guarantee. Unsupported superlatives are the fastest way to be ignored, and the easiest thing for a competitor to copy.
A hierarchy, so it survives compression
One primary message, three supports, proof under each. This is what lets the same positioning work in a 30-character ad headline, a homepage hero and a ten-minute sales call.
Written from customer language
Built from sales call recordings and customer interviews, using the words buyers use. Internal vocabulary is a reliable way to lose people who describe their problem differently.
Included
What you actually receive
- Customer and sales-call research
- Competitive messaging audit
- Positioning statement and rationale
- Value proposition with proof points
- Messaging hierarchy by audience and stage
- Voice and tone guide with examples
- Homepage and key-page copy applying it
Tools we use
- Dovetail
- Gong
- Figma
Common failures
Where this usually goes wrong
The three we are called in to fix most often. If any of these describe your current setup, that is the first thing we would change.
Positioning that any competitor could sign
"Quality service, competitive prices, customer focused" is the absence of positioning. It leaves the buyer with price as the only way to choose between you.
Comparing only against other agencies
The real alternative is often doing nothing, or handling it in-house. Messaging that ignores those is arguing against the wrong opponent.
Writing it in internal vocabulary
The words your team uses and the words buyers use are rarely the same. Messaging built from sales call recordings sounds like the customer; messaging built in a workshop sounds like the company.
Measurement
How you will know it is working
Agreed before we start, so progress is visible in the months before it shows up in revenue.
- Claims with proof attached
- Every message mapped to a number, a case or a guarantee. Unsupported superlatives are also the easiest thing to copy.
- At delivery
- Sales adoption
- Whether the sales team actually uses the language. If they do not, it did not come from their conversations.
- Month 2
- Message clarity in testing
- Can a stranger say what you do after five seconds on the homepage. It is cheap to test and frequently sobering.
- Month 1
Questions
Any question in your mind?
The questions we get asked most, answered without the sales gloss. If yours is not here, ask us directly — you will get a straight answer either way.
Still have questions?
Book 30 minutes with a strategist. No deck, no pitch — just answers about your situation.
Book a callIdeally yes. A redesign without settled messaging is decoration — you end up arguing about headline copy in a design review, which is the most expensive place to have that conversation.
Looking for pricing, contract terms or timelines?
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Ready when you are
Ready to Build Your Next Big Project?
Tell us what you are trying to grow. You will get a straight answer on whether we can help, and what it would cost, within one business day.