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Positioning (My customers think we’re the same as our competitors)

Messaging (I need your way with words)

Storytelling (I need people to listen and believe)

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FAQs

What is Brand Positioning?

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Positioning happens in the market and the market is dynamic. If you don't effectively position your product or service in the market your competitors will do it for you. To establish and hold a position in the minds of customers and prospects, most brands should do a positioning and messaging checkup every 6 months or so. You can download our Brand Positioning Assessmenthere.

What is Brand Messaging?

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Brand messaging is the verbal and visual framework that guides how your brand’s value is communicated externally and internally. Your brand messaging should communicate the most important things you want your audiences to know about your brand. Effective brand messaging is about more than your product and services, and it is one of the most important strategies to reach and build a customer base.

What is Brand Storytelling?

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Brand storytelling is the art of building and affirming a brand identity through storytelling techniques and the sharing of both the company’s and customers’ stories. While brands have been using story-based commercials for years, they’ve shifted their emphasis to human impact, inspirational tales, and relevance to today’s issues.

While brand storytelling may sound complicated or even alien to your established strategy, the truth is that it simplifies both sales and marketing. That’s because it’s a hallmark of inbound marketing, so named because it attracts your leads to you and builds a loyal customer base. This saves you the time and resources needed to chase down new customers.

When might I need to examine my Brand Positioning or Brand Messaging?

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Your company is introducing a new product or service.
Your company is expanding into new markets.
Market dynamics or industry regulations are changing.
Your company needs a north star to focus your communication efforts.
Your prospects are struggling to understand what you do.
Your prospects are evaluating you almost exclusively on price.
The category leader has become vulnerable.
A category disrupter has emerged.
Your category is in decline.

Why do I need a full research or discovery phase before kick-starting a rebrand?

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Brand strategy and positioning is the difference maker, and breakthrough creative is what makes the position stick. If you undergo a rebrand before a process of discovery has taken place, you’re getting cookie-cutter recommendations that may not be the right fit for your company or situation.

Though your stated objective for a rebrand might be growing leads, engagement, or brand awareness, in fact your underlying driving need is likely something quite different. A desire for increased revenue or a higher profit margin might actually be what’s driving your request for assistance.

To determine what the true, underlying need is for our customer, we ask lots of questions, digging deeper to fully understand the fundamental goal behind the goal.

How does the Motive3 team operate?

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Motive3 is not your typical brand agency. We assemble our team of Advising Partners, Associates, and Specialists specific to each engagement, delivering what you need when you need it. Motive3 provides strategic support, accountability, and project management throughout the engagement.

Our Advising Partners are experienced business leaders in taking companies to market, and are vetted and trained in our proprietary brand positioning and messaging approach. Our team of Associates work at the tactical level and maintain continuity throughout the engagement providing support on project management, market research, and marketing support. Our Specialists are trusted experts across various disciplines providing tactical services to execute a project’s unique needs.

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