Positioning & Messaging
Define your difference.
You know your business offers something valuable, but customers can't see it. Everyone in your team pitches differently. You've got multiple stakeholders, and convincing them is challenging. They all need different messaging, but how does it all hang together so it's coherent and complementary, not contradictory?
You need positioning and messaging that differentiates you from the competition.
The Differentiate Package
Everyone on your team is telling a different story. You're selling to a room, not a person. Heads, IT leads, MATs, teachers, parents, pupils they all need to hear something different, and they all need to hear it from the same company.
You need a way to talk about your business that holds across your team, your buyers, and across every conversation in between.
What's included
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Competitor messaging analysis
We map how your competitors talk about themselves, the claims they make, the language they reach for, the territory they've already staked out. Not to copy them. To find the gaps.
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Sentiment analysis
What do people actually say about you when they're not being sold to? Reviews, forums, social comments, sales call notes. This is where you find out if the story you're telling matches the one your market is already telling itself.
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Stakeholder interviews and analysis
We talk to the people who actually make and influence the buying decision, not just the ones with budget sign-off. What matters to a head is different to what matters to an IT lead or a MAT trustee. We find out what each one needs to hear, and where those needs overlap.
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A core message and framework that flexes — but never breaks
One central story, told differently depending on who's in the room. Sales, marketing, and customer success stay on message without sounding scripted. Every audience gets something relevant. No one gets something contradictory.
What you leave with:
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A positioning statement that's actually yours. Not a paragraph that could belong to any company in your category. One that names what you do, who it's for, and why it matters, clearly enough that your team can repeat it without a script.
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A message map, not just a paragraph. The core story, broken down by audience: head, IT lead, MAT trustee, teacher, parent, whoever's in your buying group. Each one gets language that speaks to what they actually care about, all pulling in the same direction.
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A toolkit your team can run without us. Sales scripts, website copy, pitch decks, onboarding material, whatever you need next, built on the same foundation. No black box, no dependency.
If you've already started a project but it's stalled, or you're not sure what you need, drop us a line; we're always happy to tailor our packages to your needs.