Understand your market. Find the opportunity.
Market Intelligence Competitive Intelligence Customer & Buyer ResearchDecide where to compete, and how.
Growth Strategy Product & Service Strategy Market Entry & Go-to-Market Positioning & Messaging Marketing StrategyTurn the plan into demand and revenue.
Advertising Services Lead Generation SEO, AEO & Content Thought Leadership Sales EnablementBe visible. Be efficient. Stay ahead.
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Find out what your buyers see, where you stand, and the biggest opportunities to grow. About 3 minutes.
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Book a call →Positioning is not simply how a company describes itself. It is a set of choices about who the company serves, which needs it addresses, the alternatives it competes against and the value it provides. We use market, competitor and buyer evidence to develop a position that is relevant, distinctive and credible, then translate it into clear messaging.
What should the company or offering be known for, and why should buyers choose it?
We assess the current position against market expectations, buyer needs and perceptions, competitor claims, and the strengths of the company’s products or services.
From this evidence, we define the target customers, needs and use cases, the category and alternatives against which the offering will be compared, the value it provides and the reasons buyers should choose it.
What needs to align behind the intended position?
Positioning cannot rely on communication alone. We identify what the intended position means for the product or service, its features and customer experience, the pricing level and model, the routes through which it reaches the market, and the marketing and sales activity used to establish it.
This helps the company support the position in practice rather than relying on communication alone.
How should the position be expressed for different audiences, offerings and buying situations?
We translate the position into a messaging architecture that connects company-level, offering and supporting messages. Messages are adapted for priority buyers, products, services and use cases while remaining consistent with the overall position.
The work also defines the claims and proof points that support the message, including capabilities, results, customer evidence, experience and other sources of credibility.
Positioning is developed as a commercial strategy, not only as a communications exercise. Our process typically includes:
Defined work supporting a company, brand, product, service, market-entry or repositioning decision.
We can work alongside leadership, product, marketing and sales teams over time, supporting positioning decisions, message development and consistent application.
Variant1 is built on experience across market and buyer intelligence, product and service strategy, commercial strategy and marketing execution. This includes product-positioning and feature recommendations for some of the world’s largest technology companies, go-to-market themes for professional services, and company and offering positioning for B2B businesses.
Because our experience spans research, strategy and execution, we can connect the intended position with the offering, commercial model, marketing and sales activity required to support it.
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Positioning & Messaging can draw on our Market Intelligence, Competitive Intelligence and Customer & Buyer Research services.
It can also support Product & Service Strategy, Market Entry & Go-to-Market Strategy and Marketing Strategy. Variant1 can put the position into action through brand and creative work, websites, campaigns, content, thought leadership and sales enablement.