Positioning and brand strategy for B2B
With clear brand positioning, your customer knows straight away who you are there for, what you do and why you are different from the competition. Spijker en Co develops your brand strategy: positioning, core message, brand values and tone of voice. The foundation under everything you communicate, from website to quotation.
Does this sound familiar?
You don't stand out enough from competitors
You know you are good at what you do, but that doesn't come across in your brand. Prospects see no difference from the competition and choose on price.
There is no consistency in your communication
Every presentation looks different. Your website tells a different story than your quotations. Your team improvises for lack of clear guidelines.
Your story has changed, your brand hasn't
Your company has grown, your offering has shifted or you are targeting a new market. But your positioning and your message still tell the story of the past.
What you get
We start with a strategy session in which we map out your target audience, competition, positioning and brand values. You get a brand strategy document with clear positioning, a core message and tone of voice.
- Target audience analysis: who your ideal customer is and what they need
- Competitor analysis: how others position themselves and where there is room for you
- Positioning: who you are there for, what you do and how you differ
- Core message and messaging per target group
- Brand values and brand personality
- Tone of voice: writing guidelines and example copy
- A brand strategy document your team and partners can use
How we approach it
Intake and research
We discuss your ambitions and dive into your customers, your market and your competitors.
Strategy session
Together with you and your team, we map out your target audience, competition, positioning and brand values, and make the choices that give your brand direction.
Positioning and message
We work out the positioning, core message, messaging and tone of voice in a brand strategy document, and present it to you.
Applying it
We translate the strategy into your website, presentations and quotations, or into a new brand identity. That way it doesn’t stay just a document.
Who is this for?
Positioning and brand strategy are for B2B companies that deliver good work, but notice that this doesn’t come across in their brand and their communication.
- Growing companies whose brand has fallen behind
- Companies in transition: a merger, a new offering or a new market
- Companies that are compared on price instead of on value
Part of the B2B Growth Engine
Branding belongs to the first phase of the B2B Growth Engine: a strong foundation. With a clear strategic direction and a modern brand, your website, content and campaigns get a clear message and a recognisable look.
Related services
Brand identity and logo
Logo, colours, typography, image style and brand guidelines your team can use.
Website development
A new website in WordPress, custom designed in your brand identity and easy to manage yourself.
Content marketing
Web copy, blogs, social, video and email campaigns that help your customer decide.
Frequently asked questions about positioning and brand strategy
What is brand positioning?
Brand positioning is the place your brand takes in your customer’s mind: who you are there for, what you do and why you are different from the alternatives. Good positioning is specific enough to choose, and credible enough to deliver on.
What is the difference between a brand strategy and a brand identity?
The brand strategy determines what your brand says and to whom. The brand identity determines how it looks: logo, colours, typography and image style. The strategy comes first; the brand identity makes it visible.
Should we do this before we have a new website built?
That is the best order. A website without clear positioning becomes attractive packaging without a clear message. If your positioning is already sharp, we can move straight on to the website.
How long does a branding project take?
A complete brand project takes 6 to 10 weeks on average, depending on the scope and the number of feedback rounds. A project with only strategy and visual identity can be done in 4 to 6 weeks. We agree the planning with you in advance.
What does a brand strategy cost?
Our prices are on request, because the investment depends on the scope. After an initial introductory conversation, we quickly arrive at a proposal based on your situation.
Unsure whether your brand still fits you?
In a short conversation we look at your current brand together and discuss what is needed. No sales pitch, but an honest analysis and a concrete recommendation.
15 minutes, no obligation, with an honest look at your situation.