Ignition works with advertising agencies and other professional service firms to help them develop a stronger, more differentiated positioning that makes the most of the organization’s strengths. This results in significant short- and long-term benefits for the firm, including:

• A well-defined set of criteria for identifying the clients who want you for what you do best.
• A stronger win ratio when soliciting new business, because you are playing to your strengths.
• Clearer direction for how the firm should spend its time, money and resources.
• A broader — not narrower — geographical market area.
• Fewer competitors, because there will be fewer firms who do what
  you do.
• Better margins, because focused firms command premium pricing.

In helping to refine the firm’s positioning, Ignition will work with you to fine-tune the answer to three key strategic questions:

1. What are the agency’s most outstanding services and capabilities? What do you do better than most other agencies?
2. Who does the agency know well in terms of categories or audiences? What specialized areas of knowledge do you have in particular business categories, industries, market segments, audiences, or types of brands?
3. How can your agency be distinguished by the way it thinks? What are the agency’s unique philosophies, methods or approaches?

The intersection of these three areas — What, Who, and How — defines the firm’s business strategy and points the way to a positioning that makes the most of the agency’s strengths.

Based on the agreed-upon positioning strategy, Ignition will work with the executives of the firm to help make sure the positioning is reflected in five important areas of your business:

By identifying and prioritizing key initiatives in each of these areas, we’ll work to bring your business practices fully into alignment with your positioning.

This program is based on the book by Tim Williams, Take a Stand for Your Brand: Building a Great Agency Brand From the Inside Out, regarded as the industry standard in agency brand development. The program also borrows material from Tim’s newest book, Positioning for Professionals: How Professional Knowledge Firms Can Differentiate Their Way to Success.

Firms that have completed this program are focused on what they do best. They put their time and resources behind what they can do instead of what they can’t do, and direct their energies toward a long-term business strategy that makes the firm not only different, but better.

Questions? Contact Tim Williams at twilliams@ignitiongroup.com or 801.582.7297.

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