Validating the effectiveness of your firm’s positioning

Ways to test your agency positioning.

The Key Questions

1. Is it authentic?

The positioning is an honest reflection of what we are capable of. It plays to our strengths. It can have aspects that are aspirational, but only if we have the knowledge, experience, and firepower to truly deliver what the positioning promises.

2. Is it exclusive?

The positioning excludes as many prospective clients as it includes. It reflects a willingness to focus on what we do best. It demonstrates a willingness to sacrifice. It reflects an understanding that we can’t be known for everything, but we can be known for something.

3. Is it polarizing?

The positioning is designed to appeal only to a limited group of prospects. Some prospects will be attracted and some won’t. Some will be interested in what we have to sell and some won’t. It should inspire dialogue, discussion and even controversy.

Other Tests

  • Does it build on our natural core competencies?
  • Does it get us hired for what we know, not just what we do?
  • Does it allow for clear identification of target prospects?
  • Does it help us say no to the wrong prospects?
  • Does it reduce the number of direct competitors?
  • Does it help expand our geographical footprint?
  • Does it enable us to charge more?
  • Does it give us more leverage and influence in the agency
    selection process?
  • Does it help lower our cost to make a “sale”?

Questions or feedback? Contact us.

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