Aligning the Message with the Market for Greater Impact
Crafting the right positioning and messaging for a company, product, or service is critical to sales efficiency and effectiveness. Too often the positioning is created using internal input only with little if any regard for the perceptions of the market–the people who will actually buy and use the product or service you are selling.
The Besondy Brand program is ideal for companies that are seeing evidence that their messaging is no longer effective or differentiated in the marketplace.
The program is also recommended as part of the go-to-market plan for new products or services prior to launch.
BCIM is highly regarded for its ability to create market-centric positioning and messaging platforms that are clear, compelling, and differentiating.
The Besondy Brand program follows a systematic process that balances findings from internal and external research to align the messaging with the buying criteria of the marketplace. This process generates messaging that is highly meaningful and relevant to the market.
The program typically includes seven stages implemented over a 2-3 month period:
- Internal research and creation of straw man positioning
- Competitive analysis
- Web keyword ratings
- In-depth interviews with customers and prospects
- Formulation of the positioning platform
- Test the positioning
- Finalize the positioning and create a message map
The outcomes include a clear and concise positioning statement consisting of brand promise, value proposition and point of difference, plus a message map. Both form the blue print for all sales and marketing communications for the company or a product.
We selected Besondy to perform a full competitive marketing and messaging analysis with the ultimate aim of relaunching our website. Charles brought a rigorous, thoughtful, multidimensional approach to the process incorporating onsite workshops, customer & prospect interviews, competitive analysis and then the actual website design itself. The resulting insights and website were a massive improvement to what came before and Charles' experience, expertise and project management skills were the direct drivers of the results.