Who you are before you're what you sell
Most B2B brands describe themselves. Very few position themselves. The difference is whether a buyer can tell, in one sentence, why you and not the other three quotes on their desk.
Brand strategy is that sentence, and everything that has to be true for it to hold: the category you're in, the customer you're for, the claim you can defend, the voice you say it in.
What you get
Positioning
Category, customer, claim. One page. Tested against your three closest competitors.
Messaging framework
The hierarchy of what you say first, second and third, by audience.
Brand architecture
How the brands, products and sub-brands relate. Especially when you've grown by acquisition or accident.
Voice and tone
How you sound on a website, in a proposal, on a cold call. Written so a new rep can use it on day one.
The order the work happens in
Step 1: A workshop with the people who actually sell
Step 2: Competitor and customer research
Step 3: Positioning options, then one recommendation
Step 4: A written framework your reps and your designers both work from
The BEDA brand family (Sales, Energy, We Are BEDA) was positioned as sibling brands with one DNA. Three companies, one story.
Questions about brand strategy
- Not always. If your reps already know what to say and it works, start with the floor. If every rep says something different, start here.
Get the number
Thirty minutes with Matt. Tell him what you sell and how many seats you're thinking about. He'll give you a figure, not a range.