Griffin & Co. Strategic Marketing Methods
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Brand Messaging

write it right

Brand Messaging and Positioning

Whether your are writing blogs, emails, social media postings or website pages, it’s important for the content to be cohesive and reflect the brand. Your Google SERP should match your Linkedin bio, and your mission and vision should be consistent across all platforms.

Positioning refers to the place that a brand occupies in the minds of the consumer and how it differs from the competition. Positioning is important when crafting your brand’s message, and it’s where the Marketing Mix comes into play, also referred to as The 4 Ps:

  • Product

  • Place

  • Price

  • Promotion

The mix is especially important in designing a strategic marketing program for bringing a new product or service to market, and all of them represent what you as the business are able to control during in the process. Each one of the components should be consistent with each other, thereby creating a clear message. Questions to ask yourself when developing the marketing mix for your product or services include:

  1. What are your competitors doing in terms of product, price, place and promotion?

  2. Why would your customers need this product or service?

  3. Why would your customers need a particular feature(s)?

  4. How could you improve your product?

The 4 Ps have been around for a long time. More recently, the model of 5 Cs was introduced as a more customer-driven replacement of the 4 Ps and includes:

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  1. Company: Are your company’s resources and capabilities in a position to meet customer’s needs? Start by creating a SWOT analysis HERE.

  2. Context (or climate): Are there limitations due to political (Trade regulations, taxes, legal issues, labor laws), economic (Labor costs, growth rate), social (demographics, culture, education, etc) or technological trends (does it affect cost)? This is also called the PEST analysis.

  3. Customers: Analyze the needs, wants and characteristics of current and potential customers. Try looking at market segments, how frequently purchases are made, how many items are purchased, will the needs of the customer change over time, etc.

  4. Competitors: Look at the strengths and weaknesses of current and potential competitors as well as trends in the competitive environment.

  5. Collaborators: Make a list of potential distributors, suppliers, or any other party that could help with your goals.

Griffin & Co. takes all of this into account when developing your messaging and brand positioning strategy. We help your business communicate clearly and effectively what you have to offer and why someone should pick you over the competition.

Incorporating SEO

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The approach we take to writing content is to proactively address questions and concerns your past, current and prospective customers have. Content also helps your search ranking. Google, the number 1 search engine, processes over 3.5 billion searches per day. When done right, your messaging not only communicates your brand, but also helps your search engine ranking by using the right keywords. Whatever your industry is, Griffin & Co. has the ability to write it right.

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