If you get just one thing right, make this it

A distinctive brand is a shortcut to a buying decision.

It reduces the need for customers to search out solutions. It removes friction from complex B2B sales. And it makes everything else you do work harder.

It’s why in the B2B Effectiveness Engine data, differentiated brands are twice as likely to be in the top-performing groups for lead generation, demand generation and brand building.

With a distinctive brand positioning:

• You’ll be more memorable — just 5% of buyers are in the market at any time, a distinctive brand positioning will help ensure you’re on the shortlist when they shift to buying mode
• You’ll be seen as more valuable — research shows that we place more value and importance on the things that easily come to mind
• You’ll be more focused — an effective core positioning will help you focus what you do, avoiding scattergun messages that dilute your impact

Of course, establishing a distinctive, differentiated positioning is hard.

That’s where Fast-track Positioning comes in.

Discover your point of difference.
Do it fast.

Fast-track Positioning is an accelerated programme that puts you in the best position to tell a compelling story to your target prospects and customers.

It helps define:

• Who you are and what you really sell
• The big problems you help solve for customers
• How to talk about the value you offer the market

Importantly, it is solidly focused on the customer and what matters to them (not what we wished mattered to them).

Fewer onions and spirit animals, more real-world value

We’ve all been there. The dreaded workshop where you have to decide whether your brand is an antelope or a seagull. Sheesh.

Fast-track Positioning is designed to deliver value fast. We’re not interested in fluff and games, just the elements that will help you stand out to customers and win against competitors.

It’s centred around 15 fundamental questions about your brand including:

• What market and category you’re in
• What success looks like in the real world
• Who your customers are and the value you offer them
• Who your competition is and how they’re positioned
• How you’re different and better
• Your value proposition and core positioning
• How to express your positioning in the most powerful way

And that’s just the start.

The entire programme typically takes around six weeks to complete.

More options, less black boxes

In Fast-track Positioning, we show our working.

You’ll see meaningful options for the core elements that make up a strong brand and receive advice about the implications of different choices.

You’ll see the long lists and short lists.

We’ll explore the options we believe deliver the greatest opportunities but you’re always free to have us evaluate and explore alternatives.

And we’ll never try to PowerPoint you into accepting an approach that simply doesn’t work for your business.