There is only one winning strategy. It is to carefully define the target market and direct a superior offering to that target market.
Competition is heating up. You’re concerned you can’t break through all the noise in the market. The team isn’t aligned on the core benefits of your product or service. The result? Your message to customers, channel partners, press, and analysts is garbled.
Clarify Your Point of Difference
Brand strength comes from delivering on a clear promise that is unique and compelling to the target buyer. The Catalyst Strategies team has a 20-year track record of doing just that. We see positioning as a key element of business strategy and competitive advantage, not simply a tool for marketing communications. Fortune 1000 corporations and early stage companies alike rely on our positioning expertise and proven methodologies to define their competitive points of difference.
We examine market realities such as customer demand, competitors’ messages and our clients’ current position in the marketplace. We are particularly well-known for positioning new technologies and services with which consumers or businesses are unfamiliar or have yet to experience.
Catalyst helped us build a strong competitive positioning with clear and concise messaging. Their framework made it easy to communicate actionable ideas to our creative and advertising agencies, who are working on targeted campaigns to drive growth.Elyse Klein, Marketing, NerdWallet
Tips on Defining Winning Positioning
To drive demand, new and existing businesses need to articulate a positioning that is unique, compelling and defensible. It becomes the foundation for brand identity, messaging, all customer touch points and future innovation.
Our approach is market-centric—based on insights into the buying process, primary and secondary target needs, market segmentation, current brand equity, competitive situation, and market trends. We gather this input and validate positioning options through research. We work closely with the client team, building consensus on a brand positioning and ensuring our end product meets the Catalyst Strategies point of difference criteria.
Ensure Effective Messaging
We develop messaging guidelines or briefs, and work with internal and agency teams to ensure the messages are communicated effectively. We will also work with client teams to build comprehensive road maps to deliver on the new brand vision (including product feature set, pricing, customer experience, and more). This roadmap ensures that the company strengthens and delivers on the promise at all customer touch points—from sales to customer service, from product performance to the web site.
Our positioning briefs include the following elements:
- Brand objectives
- Target market
- Messaging Tone, manner, and style
- Touch point requirements, including acquisition activities, installation/implementation, ongoing service, retention activities, and communications
- Roll Out Plans, including field readiness, agency education, and any changes in current materials
- Product roadmap implications
Turn Positioning into a Market Position
And we don’t stop at defining a compelling value proposition. We create a bridge between the marketers who clarify a brand promise and the rest of the company delivering on that promise. We work with clients to build the roadmap and tools required to bridge the gap.
Call us to clarify your position in the marketplace and gain a clear competitive advantage.