Brand language / strategy artboard

A brand strategy and positioning proposal for a firm that buyers compare on price. It covers what buyers and the team say today, four steps from interviews to tested messages, the deliverables, an eight-week timeline, a similar client’s results and three one-time options.

Brand Strategy and Positioning Proposal

Overview

<h2 style="font-family:var(--proposal-font-heading);line-height:1.16;font-weight:600"><span style="font-size:clamp(28px,4.2cqw,44px)">Thank you for the conversation</span></h2><p style="font-size:clamp(20px,2.1cqw,23px);line-height:1.5">You want buyers to understand quickly why they should choose you, and your team to describe the company the same way.</p>

<p>Hello {{CLIENT_NAME}},</p>
<p>Your work is good and your clients stay, but new buyers often compare you on price. Your website, sales deck and partners each describe the company differently, and four of the five buyers we spoke to could not say what makes you different.</p>
<p>We would talk to your clients and to prospects you lost, agree one clear position with your leadership team, and turn it into words your sales team and website can use.</p>
<p><strong>{{SELLER_NAME}}</strong><br>Brand strategist, {{SELLER_COMPANY}}</p>

Introduction

<h2 style="font-family:var(--proposal-font-heading);line-height:1.16;font-weight:600"><span style="font-size:clamp(28px,4.2cqw,44px)">Where your brand stands today</span></h2><p style="font-size:clamp(20px,2.1cqw,23px);line-height:1.5">What we heard from you and from five of your buyers.</p>

Proposal win rate by quarter

<p>Your homepage uses the same words as four of your five main competitors: trusted, experienced, tailored.</p>

You sound like your competitors

<p>The website, the sales deck and your partners each lead with something different.</p>

Three versions of the story

<p>Without a clear difference, buyers ask for discounts and compare day rates.</p>

Buyers compare on price

<p>You won 31% of proposals a year ago and 24% last quarter.</p>

Fewer proposals won

Your situation

<h2 style="font-family:var(--proposal-font-accent);font-weight:500;line-height:1.14"><span style="font-size:clamp(30px,4.2cqw,52px)">We recommend agreeing one position before changing the website or the sales deck.</span></h2><p style="font-size:clamp(20px,2.1cqw,23px);line-height:1.5">Every later change then follows one decision, instead of three opinions.</p>

<h2 style="font-family:var(--proposal-font-heading);line-height:1.16;font-weight:600"><span style="font-size:clamp(28px,4.2cqw,44px)">How we get there</span></h2><p style="font-size:clamp(20px,2.1cqw,23px);line-height:1.5">Four steps over eight weeks.</p>

<p>Interviews with six clients and four lost prospects, and a review of five competitors.</p>

Listen

<p>Half a day with your leadership team to agree who you serve and why you win.</p>

Workshop

<p>One positioning statement, three reasons to choose you, and the words to explain them.</p>

Position and messages

<p>We test the new messages with five buyers and adjust them before handover.</p>

Test

How we work

<h2 style="font-family:var(--proposal-font-heading);line-height:1.16;font-weight:600"><span style="font-size:clamp(28px,4.2cqw,44px)">What you get</span></h2><p style="font-size:clamp(20px,2.1cqw,23px);line-height:1.5">Everything in the recommended option, Positioning and messaging.</p>

<p>Not included: logo or visual identity design, building the website, and paid research panels. We can quote for these once the position is agreed.</p>

What you get

<h2 style="font-family:var(--proposal-font-heading);line-height:1.16;font-weight:600"><span style="font-size:clamp(28px,4.2cqw,44px)">Eight weeks from kickoff</span></h2><p style="font-size:clamp(20px,2.1cqw,23px);line-height:1.5">Work starts on {{START_DATE}}. You review the work at the end of each stage.</p>

<p>Interviews, a competitor review and a short survey of your team.</p>

Research

<p>Half a day with your leadership team.</p>

<p>Positioning statement, messaging guide and sales one-pager.</p>

Write

<p>Tests with five buyers, final changes and a handover session with your sales team.</p>

Test and hand over

Timeline

<p><strong style="font-size:1.15em">{{SELLER_NAME}}</strong><br>Brand strategist, {{SELLER_COMPANY}}</p>
<p>Eighteen positioning projects since 2021 for professional services firms, software companies and specialist manufacturers. Working with:</p>
<ul><li>A researcher who runs the interviews</li><li>A copywriter for the messaging guide</li><li>A designer for the sales one-pager</li></ul>

Who you will work with

<h2 style="font-family:var(--proposal-font-heading);line-height:1.16;font-weight:600"><span style="font-size:clamp(28px,4.2cqw,44px)">Results for a similar client</span></h2><p style="font-size:clamp(20px,2.1cqw,23px);line-height:1.5">An accounting firm, and what changed in two quarters.</p>

Results for a similar client

<h2 style="font-family:var(--proposal-font-heading);line-height:1.16;font-weight:600"><span style="font-size:clamp(28px,4.2cqw,44px)">Options and fees</span></h2><p style="font-size:clamp(20px,2.1cqw,23px);line-height:1.5">Three options. We recommend Positioning and messaging.</p>

Research, workshop and one clear position.

Positioning

Positioning and messaging

Plus new copy for your website and sales deck.

Positioning, messaging and website

<p>Fees are in USD and exclude tax. Travel for workshops outside your city is charged at cost. This proposal is valid until {{VALID_UNTIL}}.</p>

Options and fees

<h2 style="font-family:var(--proposal-font-heading);line-height:1.16;font-weight:600"><span style="font-size:clamp(28px,4.2cqw,44px)">Common questions</span></h2>

Questions

<h2 style="font-family:var(--proposal-font-heading);line-height:1.16;font-weight:600"><span style="font-size:clamp(28px,4.2cqw,44px)">Next steps</span></h2><p style="font-size:clamp(20px,2.1cqw,23px);line-height:1.5">How we start.</p>

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