Indistinct
Hide the logo, and buyers could not tell you from your competitors.
When five companies in a category look alike, the buyer stops reading the brand and starts reading the price. Distinctness is what earns the second look.
Fig. 1
The category
The client
Which one is the client? [Client, shown with permission]
Signs you will recognize
- Competitors' sites read like yours.
- Buyers compare you on price alone.
- You win on referrals, rarely on first impressions.
- Your best line could be signed by a competitor.
What the engagement changes
The brand can be recognized without the logo.
[How: one sentence on the identity work.]
The positioning names what only you do.
[How: one sentence on positioning.]
Buyers compare you on more than price.
[How: one sentence on the system.]
How it runs
One VBP engagement, with positioning included. It starts with a VPS reading and runs four to twelve weeks, depending on the deliverables.
Read the approachNext step
Start with a Brand Assessment.
Book a Brand AssessmentOther situations