A position is a list of things you agree to stop saying.
Brand Positioning is a written decision: who the product is for, what it is the alternative to, what you concede, and why a buyer should believe any of it.
One document. Everything else on this site is built on top of it, which is the only honest reason the later stages can be sold at a fixed price and a fixed date.
What skipping it costs
Nothing breaks immediately. That is the problem. A company with no written position still ships pages, and every page quietly invents its own argument in order to get itself finished.
The bill turns up later, in pieces. Two audiences on one homepage, because nobody was allowed to drop either. A pricing page that cannot explain its own price, because the premium was never justified anywhere. Ads that win clicks the product cannot keep. A new marketing hire writing from whichever deck she read last.
Eventually somebody commissions a rewrite, and the rewrite is a better-written version of the same confusion. If you have already lived through one of those, the positioning diagnostic will tell you whether this is why.
Inside the document
- Five or six interviews
- Whoever sells it, whoever built it, two customers who bought recently, and if you can get us one, somebody who chose a competitor. Recorded and transcribed, so every line of the position is traceable to something a person said.
- The alternatives your buyer is really weighing
- Including the two that are not companies: doing nothing, and building it internally. Both are harder to argue against than a named rival, and both get left off the list.
- The position itself
- One paragraph you cannot wriggle out of, plus the spoken version — what a founder says at a dinner when somebody asks what the company does.
- What you are conceding
- Written down by name. So the next time somebody asks whether you can also be the cheapest, there is an answer that is not a mood.
- The three positions we rejected
- With the reason each one was dropped. This is the part that lets you argue with us, and the part that lets you reverse the decision in a year when the market has moved.
- A one-page version
- For everyone who will never open the long document, which is most of the people who will write something about your company.
How the 10 days go
Brief and sign-off
We write down the question the project has to answer, in one sentence, and you approve that sentence before anything else starts.
Interviews
Whoever sells it goes first. The working version of your pitch lives in a call recording, not on the website, and it is usually better than the website.
Competitive reading
End to end: pricing, docs, careers pages, the parts nobody polishes. Then your own pages, read in the order a stranger meets them, which is a bad order.
One position, argued
Not a shortlist. You are buying a decision, so we make one and show the working underneath it.
Price, time, terms
- Price
- €4,200. Final amount, 50% to start, 50% on delivery.
- Turnaround
- 10 business days, counted from brief sign-off and not from first contact.
- Revisions
- 2 rounds included, one structural and one line-edit, against the brief as signed off.
- Beyond that
- €85 an hour, and the same rate if the audience or the goal changes after sign-off. Naming the trigger matters more than naming the rate; both are on pricing.
After the position is decided
Messaging Architecture
The position turned into pillars, proof points and an order. A position nobody can apply is just a good paragraph.
Brand Voice Guide
Bought alongside the architecture more often than on its own, at €7,600 for the pair.
Two things worth asking first
No. A workshop produces agreement in a room and a photograph of a wall. What it rarely produces is a document a writer can be held to, or a record of what got rejected and why.
If yours did produce something handover-ready, send it. We will tell you whether it is enough, and when it is, the messaging architecture is the better purchase.
That is what the first round is for, and the rejected alternatives are written up specifically so the argument can be about evidence rather than taste.
What we will not do is write implementation copy against a position you do not believe. It reads as hedged, because it is.
Send three things
Your site, one competitor you lose to, and the sentence you currently use to describe the company. That is enough for a useful reply within two business days.