Positioning
Nothing in the world can take the place of persistence.
Calvin Coolidge
A good positioning can be expressed in simple words.
If a positioning can’t be expressed in simple words, it’s either not good, or not clear, or not distinctive.
Strategic Positioning
Strategy consulting assesses a company’s competitive position and identifies ways to improve it, expand it, and transfer it to new markets.
A company analysis evaluates the competitive position and its impact on the company’s value.
Expertise and experience in company analysis and valuation are important for successful strategy consulting.
Communications and business consulting are two sides of the same coin. Efficiently articulating goals, strategies and values sharpens positioning. Effectively expressing the value proposition and differentiation strengthens the brand.
Good communications and business consulting builds on strengths, and enhances sales, reputation, and value.
Market Positioning
Sales pitches can only be successful when you communicate your products clearly. Communications and business consulting are two sides of the same coin. Weaknesses in communication reveal weaknesses in market positioning. And a good market positioning can be made more effective by good communication.
Good communications and business consulting starts from the clients’ perspectives.
It creates a unique connection between the company and its clients. This connection is personal and special. It’s also hard for competitors to break.
ESG Positioning
Reports required by regulators are often written with regulators in mind. Then you miss a valuable opportunity to reach the most important audience: your clients.
ESG communications in particular is frequently aimed at lawmakers. But you should aimed it especially at existing and prospective clients. They want to understand what they gain from your products.
The «double materiality» perspective fails to capture this effectively. ESG reporting is largely irrelevant for the very audience that matters most.
It becomes relevant when existing and prospective clients understand the value of the company’s products.
Good communications and business consulting helps translate corporate goals and strategies into ESG goals and strategies, integrate them into communication objectives, and guide messaging.
The company’s reputation and credibility are strengthened, and sales are supported.
Investor Relations
The most important tool in any upcoming capital measure is the investment case. It must spark genuine interest among future investors. They need to be persuaded to participate.
The investment case must capture and credibly reflect the company’s identity and the management’s self-image.
A 2019 study on the effects of investor relations communication by Chahine, Colak, Hasan & Mazboudi found that short-term IR campaigns leading up to an IPO often work against the long-term interests of new investors, particularly when a company lacked visibility before the IPO.
Good communications and business consulting ensures strong visibility, well before entering the capital markets.
Personality Positioning
Managers focused on maintaining the status quo do not need a personality. Their goal is to preserve and keep things running. Their success is continuity.
Change-oriented managers do need a distinct personality. The change they promote is perceived as criticism, loss of control, and ist instinctively resisted.
Change managers must achieve acceptance and participation, two important desired effects of communication.
Their positioning is defined by their goals and ideas. Their credibility can be demonstrated through thought leadership, their authority through transformation and restructuring competence.
Clarity and decisiveness come first. In the end, it becomes clear that no goal, strategy, plan, or success will be fully recognized unless it is communicated clearly.
Good communications and business consulting supports you in your role.