Digital brand positioning
Digital brand positioning defines what your brand stands for online and how visitors can tell.
Background
Websites look interchangeable when they list services but show no point of view. Visitors cannot tell why they should enquire here rather than elsewhere.
Building blocks of positioning
Audience: the decision-makers and users you want to win
Core message: one clear sentence describing your offering
Evidence: references, figures, processes and certifications
Tone of voice: how you write and how you do not
Approach
We start by analysing your current website and those of your main competitors. Conversations with management and sales establish what really sets you apart.
Core message, evidence structure and tone of voice go into a short copy brief for your editorial team and service providers.
Evidence that carries weight
Almost every provider calls itself reliable. Reference clients, project examples, certifications and specific processes are far more convincing.
From positioning to website
The positioning shapes the home page, navigation and service pages. Visitors see on the first screen what you stand for.
The same tone of voice carries over to job adverts, quotes, newsletters and presentations.