BRAND POSITIONING &
MESSAGING

Great brand positioning is great for business
Brand positioning is more than a story. It’s a business-wide effort that dictates everything from marketing communications and go-to-market to sales messaging and executive positioning. Our approach is grounded in quantitative research, stakeholder alignment and broader business strategy to ensure every brand we work with maximizes the value of its communications.
Value-added communications starts and ends with messaging…and knowing how to use it
Every brand positioning exercise we conduct with partners yields an in-depth playbook complete with brand narratives, audience and product messaging, and other foundational communications elements. We’ll recommend how each of your teams can deploy messaging across critical functions like your website, social channels, content strategy, marketing assets and brand communications.

OUR BRAND POSITIONING SERVICES

Brand Messaging Development

Over eight weeks, we’ll meet with every stakeholder group crucial to your business—the C-suite, marketing and sales teams, customers, investors—to identify the crucial messages and value propositions that will resonate in the market. Combined with Red Fan’s deep vertical expertise, comprehensive competitive analyses and analytics tools, you’ll know that the narrative you take back to your stakeholders is differentiated and adds tangible market value as you approach your next business milestone.

Brand Positioning + Narrative Lab

Research

Our proven method for crafting unique and differentiated brand positioning starts with research. We combine qualitative competitive and market analysis of your direct competitor set with industry-leading data analytics and natural language processing tools. The result is a comprehensive evaluation of individual companies and the market as a whole. We uncover the language and themes that are driving market-wide trends, media conversations, news cycles, target audiences, purchasing behavior and value.

Brand Survey

Using our research findings as a baseline, we’ll distribute a customized survey to your leadership, marketing, sales and operations teams that lets us focus on the brand fundamentals and assess messaging alignment across teams. We’ll hone in on brand descriptions, target audiences and core value propositions, while turning your brand’s weaknesses into strengths and assessing what’s worked in the past and why.

Half-Day Interactive Workshop

Over the course of four hours with members of your executive team, we’ll use competitive analysis and survey findings to understand your brand and strategy even more deeply. We’ll discuss market challenges and opportunities, hear your origin story, and identify audience-specific messaging and value propositions. These interactive conversations explore how your brand, products, market, employees, customers, media and other stakeholders interact with each other to form unified—and unique—brand positioning.

Deliver the Goods

Every deliverable we build as part of our narrative process will be customized to your unique needs. Some clients request we present our findings to the whole company to align every employee on how to talk about the brand. Maybe it takes the form of an updated investor deck or website. What’s most important to us is how we leverage the outcomes of our narrative process across your entire business and communications. Brand positioning is so fundamental to market strategy that it influences everything else we do when executing a communications plan together.

Strategy/Channel Tactics
Corporate reputation: press materials and media relations Boilerplates, pitches, executive media training and interviews
Business development: sales conversations and enablement Product clicks, executive summaries, email communications
Marketing + owned content Website, white papers, e-books, webinars, social media, drip campaigns
Internal communications Town halls, company-wide memos, culture cultivation
Thought leadership Contributed content, awards, speaking engagements

Supporting a transformative healthtech brand from market entry to coronavirus response

Growing supply chain software company gains industry-wide prominence

A lender with a local touch that builds communities up

When to Call Us

Product Messaging

Communicating product market fit is more than developing a few one-pagers for sales full of features and functionality. It’s a critical layer of your brand’s market position that presents solutions within the context of a deep understanding of market- and audience-specific challenges. Red Fan’s team of brand strategists integrates directly with executives, product marketing teams and sales to tell a more complete story anchored in your brand’s innovation, product roadmap and problem-solving ability.

Specialized insurance done 100% online

Audience Definition

Leverage your existing customer data to target your ideal buyers and audiences and the ideal channels to reach them. Red Fan’s data-driven approach to audience definition identifies your brand’s top personas, their likelihood to convert and the marketing strategies and tactics—from media relations and content to multichannel advertising—that will turn prospects into loyal customers and partners.

A lender with a local touch that builds communities up

Ideal Customer Profile (ICP)

In today’s competitive marketplace, success depends on knowing exactly who your best customers are. An Ideal Customer Profile (ICP) is more than just a target audience description—it’s a comprehensive blueprint that combines rigorous data analysis with strategic customer insights to identify and pursue your most valuable prospects.

At Red Fan, we go beyond simple demographic and firmographic data. Our ICP development process integrates both quantitative and qualitative factors, from firmographics and behavioral patterns to decision-making processes and specific pain points. This dual approach ensures you’re not just identifying potential customers, but understanding what drives their purchasing decisions.

Our data-driven methodology leverages customer surveys and advanced firmographic analysis to create ICPs that deliver real business value:

  • More efficient marketing spend through precise targeting
  • Higher sales conversion rates with better-qualified leads
  • Clearer product development priorities based on customer needs
  • Strategic clarity for future growth initiatives

Don’t let imprecise targeting or mere guesses hold your business back. Whether you’re looking to reach new markets or refine your current approach, our proven ICP development process helps you focus your resources where they’ll generate the highest return on investment.

Mission, Vision, Values

Red Fan’s brand strategists and advisers will work directly with marketing teams and other relevant stakeholders in a customized workshop to answer critical questions about why you do what you do, your vision for the future of your market, and the principles that your brand lives by.

Trusted advisors for every stage of a brand’s growth.

We partner with brands that have a diverse range of communications needs that map back to one strategic goal: Drive value.

TALK WITH AN ADVISOR

SERVICES

Testimonials

Awards

Industry accolades and executive recognition will boost awareness and credibility for your business, its solutions and your experts. Red Fan believes awards should be carefully selected and submitted with impeccable storytelling. We’ve collaborated with our clients to submit and win countless awards.

  • Best places to work programs
  • Product and innovation awards
  • Fastest-growing companies
  • Leadership accolades

DIGITAL BANKING PIONEER: 10+ product launches, 5 acquisitions, hundreds of earned articles, 3 big awards, 1 integrated marketing strategy