Strategy & positioning.
Good communication begins long before the first draft. It begins with the question of what you stand for, whom you serve and why people should trust you. We develop a positioning with you that differentiates, endures and makes everyday decisions easier.
Many organisations communicate a lot and say little. The reason is rarely a lack of creativity, but an unclear foundation: messages change with every campaign, target groups are defined too broadly and your own strengths remain unspoken. A clear positioning brings order. It defines the promise you make, what you are recognised for and what you deliberately leave out.
What it includes
Market and competitor analysis
We examine your market, your competitors and how they present themselves, and show where open ground lies that you can credibly occupy.
Target group analysis
We describe your target groups not only by characteristics but by motives, expectations, reservations and decision paths.
Positioning and brand core
We condense your strengths into a clear promise, a brand core and a positioning statement that works internally and externally.
Brand architecture and naming
We arrange brands, business units and offers so that they strengthen each other, and develop names where needed.
Marketing and communication planning
We translate the strategy into goals, measures, channels, budget and schedule, with clear responsibilities.
Market entry in the German-speaking region
For clients who want to grow into Germany, Switzerland or South Tyrol, we plan the sequence, approach and presence for each market.
International marketing and market entry
Strategy, presence and communication for new countries, across the German-speaking region and for Russian- and Ukrainian-speaking target groups.
Market research and evaluation
Analysis of existing studies, our own surveys with partners and measurement of what measures actually achieve.
Support with funding
Pointers to suitable funding programmes for marketing and internationalisation projects, such as go-international of the Austrian Economic Chambers, and help with preparation.
The psychological angle
Why it works.
People rarely decide on a purely rational basis. They weigh things up, but they rely heavily on impressions, experience, habit and the feeling of being understood. A positioning built only on factual arguments therefore often misses its effect.
So we ask not only what you offer, but what your target groups are actually looking for: security, orientation, recognition, relief. And we ask which reservations stand in the way of choosing you. A positioning built from these motives is not only correct, it also lands.
One tool helps us here that is rare in the agency world: the structured, confidential conversation. It brings out goals and doubts that stay hidden in a conventional briefing.
How we work
Understand to Plan.
01
Understand
Conversations with management and key people, review of documents, figures and previous communication.
02
Analyse
Market, competition and target groups, with particular attention to motives and decision paths.
03
Condense
Positioning workshop: brand core, promise, differentiation and key messages.
04
Plan
Implementation plan with measures, channels, budget, schedule and indicators.
What you have at the end
- A written positioning with brand core and positioning statement
- Key messages for each target group
- A clear differentiation from competitors
- A prioritised marketing and communication plan
- Indicators by which you can measure success
Frequently asked questions
How long does a positioning project take?
It depends on size and starting point. For smaller organisations a few weeks are often enough; larger projects with several business units are planned in phases.
Do we need market research?
Not always. Existing data, conversations and careful analysis are often sufficient. Where additional research makes sense, we propose it.
Can we start small?
Yes. The positioning workshop is a fixed-price entry format that gives you a robust direction in one day.