Positioning & Message Review
Clarity Begins With Understanding
Photographing wildlife in Kruger National Park
WHEN THIS REVIEW HELPS
Make What You Offer Clear
You know your organisation, business or place well, but explaining what makes it distinctive is not always straightforward. Perhaps you are introducing something new, bringing several activities together or finding that your website no longer reflects what you offer.
This review helps clarify what you want people to understand and why it matters to them. We look at how you describe your organisation and its activities, what your audiences need to know and the facts and examples that support your message.
You receive a written summary of your positioning, a central message and supporting points, with practical recommendations for using them. It gives you and your team a clear reference for your website, presentations and conversations with customers, supporters or partners.
What I Review
Purpose & Priorities: What your organisation wants to achieve and the questions you would like this review to help answer.
Your Offer: What your organisation provides, whom it serves and how its different activities fit together.
Your Audiences: The people you want to connect with, what matters to them and what they need to understand.
Distinctive Qualities: What gives your organisation or place its character and gives people a reason to choose or support it.
Current Messages: How your organisation presents itself on its website, in presentations and in other relevant materials.
Evidence & Gaps: The facts and examples behind your messages, where views differ and what still needs further investigation.
What You Receive
Positioning Summary: A written account of what your organisation offers, whom it serves and what makes it distinctive.
Core Message: A central statement with supporting points for the audiences we have agreed to focus on.
Supporting Evidence: The facts, examples and experience that help explain and support the messages we develop.
Review Discussion: Time to work through the findings together, agree changes and record any questions still to resolve.
Practical Guidance: Recommendations for using the agreed messages on your website, in presentations and in conversations.
Next Steps: Priorities for putting the findings to use, including any further research or specialist help that may be needed.
THE WORKING APPROACH
How the Review Works
Begin With Discovery
We talk about your organisation, business or place, its priorities and the people it needs to connect with. We agree what the review will cover, who should contribute, what you will receive, the timing and the fees.
Explore the Questions
I look through your existing materials and gather views through conversations or a questionnaire. We explore what your organisation offers, how it is described and what needs explaining. Research with customers or other external audiences is agreed separately.
Discuss the Findings
We discuss what I have found and what it suggests about your positioning and messages. Together, we consider what makes your organisation distinctive, the evidence behind it and any differences of opinion or questions that still need attention.
Record the Direction
I bring the agreed positioning, central message and supporting points into one document. We review it together and identify practical steps for using it on your website, in presentations and in conversations with the people who matter to your organisation.
What Comes Next
You can use the review on its own. Your team or the specialists you work with can apply the agreed positioning and messages to your website, presentations and other communications.
If you need broader direction for your story, imagery and presentation, a Creative Strategy Plan can help bring these together and establish what to do first. You do not need to commit to a plan when commissioning this review.
If the next priority is developing your business presence, finding customers or building partnerships, Business Growth & Partnerships may be useful. Selected assignments where I act on an organisation’s behalf in commercial matters are covered by Commercial Representation & Liaison.
We discuss and agree any further involvement separately.
Discuss Your Positioning
Tell me about your organisation, business or place and what you would like people to understand about it. Perhaps something is difficult to explain, or the messages you currently use no longer feel right. We can talk it through and see whether this review would be useful.