A typical engagement from research to the delivery of a comprehensive positioning recommendation and plan can be completed in 120 to 150 days.
Bold Narratives will design each and every engagement to meet the needs of each client. However, a typical engagement begins with customer, partner, and competitive discovery research, followed by category identification, leadership identity assessment, positioning recommendations, and, finally, delivery of a go-to-market momentum plan aimed at achieving business and communication goals.
A narrative that clearly articulates a strong, differentiated market-leading position.
Leadership identity refers to the distinct set of characteristics, values, and behaviors that define an organization's approach to organizational leadership. Your organization’s leadership identity can directly influence performance, including your ability to attract and retain employees, achieve strategic objectives, and build strong relationships with stakeholders.
Contrary to conventional wisdom, a brand is much more than the messaging, imagery, and personality associated with a product or company. Your brand is your promise. It is communicated through language and images, but it is not defined by them. Brand integrity is a necessary component for building long-lasting relationships with customers, partners, and investors.
A mission statement should convey the reason you exist and your role in delivering a promise to your customer and the world. It is about you and your company. A vision statement should argue for the way the world ought to be. A vision is bigger than you and is meant to be shared with your partners. A vision is forward-thinking and inspirational. It is not just about you.
A market category is a group of products or services that are similar and compete against each other in the same marketplace. A company can choose which category to compete in, and therefore, it can define its competitive leadership position based on the category it adopts. A leader can sometimes define its own category which typically requires an investment in building an ecosystem to support that category.
Messaging refers to the specific language and content used to communicate with a target audience. It includes the key points and benefits that a brand wants to convey. It is an important component of a positioning platform. Positioning, on the other hand, refers to the way a brand is perceived in the minds of its target audience relative to its competitors. While messaging and positioning are related and should be aligned, they are distinct concepts that require separate considerations in a brand's communication strategy.
The first-mover advantage is a concept in business strategy that refers to the benefits a company can gain by being the first to enter a new market, introduce a new product or service, or communicate its vision. Being a first-mover can give a company a competitive edge by allowing it to establish itself as a market leader, build brand recognition, and capture significant market share before competitors enter the market.
A strategic position is the conceptual space you own in the mind of the customer relative to other competitors in the market. A strong position will differentiate your company and your product and communicate the relevant value that you deliver.