A position with a business behind it
A clear audience, competitive context, value proposition and reason to believe. We connect what customers value with what your business can credibly deliver.
Position & Story / Brand positioning & commercial narrative
Give people a clear reason to choose you.
Choose who your business should matter to, why it deserves to be chosen and how your people will explain the value. Then carry that position into the touchpoints that matter.
A clear position, a coherent narrative and agreed applications for your team to use. Scope the audiences, markets and materials around the commercial objective.
Talk about Position & StoryWhat you receive
A positioning document covering audience, competitive context, value proposition and reasons to believe. A narrative and message hierarchy. The applications agreed for the engagement. These could include website messaging, a sales presentation narrative or an investor story. The final scope identifies which are included.
Useful when you’re
Giving a new platform or offer a place in the market
Bringing several brands or businesses into a coherent story
Equipping sales, partners or investors to understand your value
The decisions and the work
A direction you
can put to work.
A story people can carry
A central narrative, messages and supporting proof, adapted for the audiences in scope. The language gives your people a shared starting point and room to speak naturally.
A practical expression of the strategy
The agreed tools to put the position to work. That might be an offer structure, website messaging, a sales narrative or an investor story. We choose what serves the objective.
Illustrative scope
Give a platform one story its sales team can use.
Establish the priority buyer and the platform’s value as a whole. Give each capability a role in that proposition, then build a message hierarchy and an agreed sales narrative that connect the overall promise with specific evidence.
This example covers the position and sales story. Naming, visual identity and website production are included only when agreed in the scope.
What we need from you
- Leadership’s commercial priorities and access to the people who know the offer and buyer.
- Current sales material, customer feedback and evidence supporting the business’s claims.
- The teams or partners who will use the position, with someone authorised to approve the direction.
How we work together
Agree the question.
Build the direction.
Find the commercial truth
We examine the business, customer needs, alternatives and proof. Leadership conversations surface the choices and ambitions the position needs to support.
Choose what to stand for
We develop and test positioning options with the agreed stakeholders. Together, we make the choices about audience, value and differentiation that give the story its substance.
Make it useful
We build the narrative and agreed applications, then work through them with the people who will use them. The handover connects the words to real conversations and decisions.
The scope identifies the audiences, markets and applications included. Visual identity, naming, production and broader creative development can be added with the right specialists when the work calls for them.
Relevant work
See the thinking
in a business.
Useful
questions.
What is the difference between positioning and a visual identity?
Positioning establishes the audience, value and reason to choose the business. A visual identity expresses that direction through design. GRPL can establish the position first and agree any identity work with the right creative specialists.
Can the same positioning support customers, partners and investors?
A shared commercial foundation can support several audiences. Each needs an appropriate emphasis, evidence and next step. We agree which audiences and applications are included before starting.
Do we need a new visual identity?
Only if it helps the position do its job. Strong positioning can give an existing brand greater clarity. We establish what needs to change before recommending creative work.
Can you work with our agency or internal team?
Yes. We agree responsibilities and give the people developing the work a clear strategic basis. Your existing relationships can stay central to delivery.
Does every project include an investor story?
No. We agree the audience and use before starting. Customer, sales, corporate and investor narratives share a foundation, but each requires its own evidence and emphasis.
The next decision
Bring the question.
Let’s get into it.
A conversation with Matt Gudge about the business, the decision and whether GRPL can help. A few lines are enough to begin.
Start a conversation