Insert Image Here: Why meaningful agency positioning matters

A while back I posted an article on Linkedin, and it asked me to select an image to accompany the piece.  

I didn’t, so it chose one for me – in my case a generic shot crowd shot, which I then noticed on lots of other posts. It reinforced a point about agency positioning: Saying nothing is not an option, unless you want to look the same as everyone else.

A clear, differentiated positioning is essential for any agency, and that doesn't mean using jargon or claiming something vague and/or unproveable. It means understanding where your strengths and experience lies as a business and the value you add for your clients and then supporting that both through the work you do for your existing clients and the content you create, such as well written case studies, thought pieces and events.

In an increasingly crowded market, undifferentiated agencies end up mostly competing on price because that’s the only meaningful way a client can make a decision, and the agencies that both understand and articulate their position in the market and the benefits of working with them are the ones that will be valued more for their expertise.

There are many expressions of the idea that ‘your brand is whatever your customers say it is’, and they essentially support the idea that if you don’t create a clearly defined idea of what your brand is and does, supported by both what you say and what you do, then you lose the ability to both set the agenda, and also have a meaningful conversation about it.

As the idiom goes ‘nature abhors a vacuum’, so if you don’t actively choose what represents your brand, and equally what your brand represents, then that message is taken out of your hands and you lose the opportunity to demonstrate your expertise and the benefits

Choose your position, articulate it, support it.

If you’d like help with your agency positioning, drop me a line