Brand strategy, positioning, messaging architecture
The one sentence, the three proof points under it, and the messages each audience needs to hear first.
Category design and narrative
The story of why the old way stopped working and what you are the answer to.
Customer research: ideal-customer profile, jobs-to-be-done interviews, voice-of-customer mining
Interviews with people who bought, almost bought and went elsewhere, mined for the words they actually use.
Competitive teardowns: what the others say, sell and charge
Every competitor site, deck and price list side by side, to find the claim nobody owns yet.
Offer design and pricing architecture
What you sell, in which tiers, at what price, and why. The price is your most honest positioning statement.
Go-to-market and launch planning
Which segment first, through which channels, with which message, on which dates.
Naming and tone of voice
A name that survives a search and a voice the whole team can write in.
Founder narrative and personal positioning
The founder’s story and convictions, written so they carry the company’s positioning by name.
Sales, hiring and investor narrative: the deck, the pitch, the one-liner
The same story cut for a buyer, a candidate and an investor, so all three hear the same company.
Position
Who are you for, and why you?
Every other station depends on this one. Before anything is designed, published or bought, we work out who you are for and why they should pick you, then write it down so the whole company says the same thing.
You are here if
You launch in six months.
Nothing is positioned yet. Start here and everything after it gets cheaper.
Everyone describes the company differently.
Sales, the deck, the site and the founder each tell a different story.
Growth stalled and nobody knows why.
Positioning with data instead of guesses. This is where a pivot begins.
What we do to position you where you belong.
How we work this station.
We start with the buyers, not the brand
Ten to fifteen interviews with the people who bought, the people who almost bought, and the people who went elsewhere. What they say in their own words becomes the raw material for everything after.
We read the category before we write the claim
Every competitor’s site, deck, pricing page and founder feed, laid side by side. The gap between what everyone says and what buyers actually care about is where your positioning lives.
We write it down, then we test it
One sentence, one narrative, one offer, one price list. Then we put it in front of five real prospects before it goes anywhere near a designer.
We hand it to the whole company
Sales, hiring, investor material, the site, the founder’s feed. Positioning only works when every surface repeats it. The deliverable is a document people use, not a deck people forget.
What unconventional
looks like here.
Most Swiss B2B positioning is a list of qualities everyone claims. We position against a way of doing things that your buyer is tired of. A clear enemy is remembered; a clear feature list is not.
Offer and pricing architecture are decided in this station, not after launch. The price is a positioning statement, and the most honest one you will make.
If the founder would not say it on stage, it is not the positioning. We write from the founder’s actual convictions, including the uncomfortable ones. Safe positioning is invisible positioning.
What you leave with.
A positioning you can state in one sentence
Yours to keepA narrative the whole team can repeat
Yours to keepAn offer and price list
Yours to keepA go-to-market plan with dates
Yours to keep
Every first engagement is fixed scope, written down before you sign. If we do not deliver it as described, you do not pay. Ongoing work is a monthly retainer. See pricing →
Questions about Position.
What is brand positioning?
Brand positioning is the place your company occupies in a buyer’s mind relative to the alternatives: who it is for, what it does differently, and why that matters. At Growis it is written as one sentence the whole company can repeat, backed by a narrative, an offer and a price.
What is a go-to-market strategy?
A go-to-market strategy is the plan for taking an offer to a defined market: which segment first, through which channels, with which message and price, on which dates. It is the last deliverable of the Position station and the brief for Build and Launch.
How long does positioning work take?
Four to six weeks for a company with an existing product: two weeks of interviews and category research, two weeks of writing and testing, one to two weeks to hand it over. Launches with no product in market take longer because the interviews come first.
Do we need positioning before a new website?
Yes. A site built before the positioning is written gets rebuilt within a year. Position first makes Build cheaper, and every page after it says the same thing.
Who is in the room for positioning work?
The founder, whoever owns sales, and whoever owns the product. Three people, not a committee. We interview customers separately and bring their words into the room.
Do you rename companies?
When the name blocks the positioning, yes: naming, trademark screening with your lawyer, domain and handle checks, and the transition plan. When the name works, we say so and leave it.
What if we already have a brand strategy?
We read it first. If it holds, the station is short and we go to Build. If it says what every competitor says, we show you the gap with the interview data and rewrite it.
Do you work in German and French too?
Yes. Interviews, positioning and narrative are written in the language your buyers use, German, French or English, and the messaging is adapted, not translated, for the other regions.