Positioning

As a B2B company, you need to be able to tell a compelling story about the unique value you bring to your target audiences.

In other words, you need to communicate what your brand or product does that no competitor or alternative solution can. And you need to be known for this difference by the right people, at the right time. If you aren’t, all that uniqueness will go to waste.

The elements of your story need to be defined and refined during a positioning phase. This is important work. Positioning is the foundation on which all your brand and marketing work should be built.

Customer and market research

The first step of Beneath’s positioning process is to put in the work to understand you and your customers’ worlds. We’ll interview your leaders and experts, your partners and customers – everyone with useful insight.

And if there’s a need (and the budget) to supplement our desk work with original research, we can set up focus groups or design, commission and analyse a study of your target audiences globally.

Segmentation, targeting, positioning

Beneath can help you gain focus and clarity on the fundamentals: what exactly your company or product is, who your perfect customers are, what they need, how you do it for them, and why you’re better than everyone else at it.

Often, customer segmentation and targeting is pretty much tied down before our clients come to us for help with positioning. But if we need to review this work, challenge it, or start from the beginning, we will.

Messaging

After we’ve defined what you want your audience to think about you, and what you should stand for in their minds, our messaging process will develop what you want to say – to your various personas, about various topics.

Only then will we be ready to have some fun working with you on how you sound and look, by creating your visual identity and verbal identity.