The positive benefits you can expect with a clear agency positioning strategy.

Purpose and Principles

1. We have articulated a purpose that transcends making money.
2. We have developed a set of differentiating principles that guide our daily business decisions.

Positioning

1. We have defined a clear focus and positioning.
2. Based on our positioning, we have a strategy for differentiating ourselves from other agencies.

Product

1. We are focused on what we do best and have found strategic alliances for the rest.
2. We have developed proprietary approaches that support our positioning and add value to the agency brand.
3. We have restructured our business model to optimize our positioning and complete more effectively in the multi-channel world.
4. We create intellectual capital and capture and share what we know about our area of expertise.

People

1. Our people understand the agency positioning and business strategy.
2. We use internal communication vehicles and meetings to insure that the entire agency understands how we want to develop the agency brand.
3. We have identified clear hiring standards for the kind of people we need to reinforce our agency brand.
4. We use performance reviews as a means of engaging every associate in bringing the positioning to life.
5. Our people are engaged in an on-going professional development program that supports the goals of the agency brand.
6. We have a handbook or other internal materials that explain what the agency brand is about.

Promotion

1. Our corporate identity reflects our positioning.
2. We have a clear set of criteria for identifying prospective clients based on our positioning.
3. Our website reflects both the style and substance of our desired agency brand.
4. Our promotional materials effectively present and differentiate the agency brand.

Process

1. Our work development process is aligned with our positioning and helps further differentiate our agency brand.
2. Because we have taken steps to create more value for our clients, we are able to also capture more value through our pricing and compensation agreements.
3. Our positioning and focus allows us to create more proprietary intellectual property, which we are able to leverage with our clients and prospects. We no longer automatically assign the rights to this IP to our clients, but rather take steps to own or at least license it.

Place

1. Our positioning is reflected in the way we create first impressions: our e-mail, voice mail, phone answering, etc.
2. Our offices and other brand touch points reflect the desired brand identity.

Related content:

• An agency positioning strategy is about trade-offs »
• How differentiated is our firm? »
• Positioning Evaluator »
• The agency as a brand »
• Three key questions that define agency positioning »