Together, we’ll dissect each of your major competitors to assess their messaging, go-to-market strategy, reputation, obvious strengths and exploitable weaknesses.

We’ll do the same with your business, then cross-check the results against your competitors to identify similarities (there will be many) that lead buyers to believe you’re “all the same.”

Next we’ll craft a one-page, bullet-point document that lists the words and phrases your business can no longer use when communicating with important publics, because your competitors are using them.

Now the real fun starts. Together we’ll craft – precisely -- what you want your customers and others in your marketplace to remember and say about your business, using terminology none of your competitors use or can claim. Your new positioning language will be meaningful, memorable and unique within your industry.

To build a working culture that’s focused on bringing your new positioning language to life while creating memorable customer experiences and fostering loyalty, we’ll work to determine specific new behaviors your leaders will need to exhibit and champion, so your co-workers at all levels of the business will be inclined to follow suit.

A simple document of “must-say” language accompanied by supporting “must do” behaviors will result. This is your plan of attack.

With your desired language and cultural behaviors codified, we’ll create a comprehensive process to introduce your business’s new positioning to all of your employees, partners and other key stakeholders. Because employees tend to support what they’ve helped to create, this will include procedures to gather and incorporate their feedback and input.

We’ll consult with you as needed as you launch your new positioning, to maximize impact and troubleshoot any issues or challenges that may arise.