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POSITIONING FOR GROWTHHow to identify, articulate and market what makes your agency different and better

Karla Morales-Lee, CEO of Hunter & Farmer @KARLAHUNTFARM

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1. Introduction

2. Identifying your brand position

3. 10 key lessons in agency positioning

4. Key takeaways

AGENDA

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THE AGENCY BRAND EXPERT

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THE AGENCIES THAT OUTPERFORM THE MARKET BEHAVE LIKE BRANDS

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Agency brands identify a position that informs the 4 Ps and gives consistency to them

PRODUCT PRICE PROMOTION PLACE

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WHAT

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POSITIONING IS

ABOUT OWNING A

UNIQUE SPACE IN

THE PROSPECTIVE

CUSTOMER’S MIND

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“WHICH AGENCY

WOULD BE BEST SUITED

TO HELPING ME

ADDRESS THIS SPECIFIC

CHALLENGE?”

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“WHICH AGENCY HAS A WAY

OF WORKING AND CULTURE

THAT FITS WHERE WE WANT

TO GO AS A COMPANY?”

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2 IDENTIFYING YOUR BRAND POSITION

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Strong position:Weak position:

Positioning types:

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Strong position:Weak position:“We can do whatever you want us to.”

Positioning types:

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Strong position:Your company is clear on:

- What you do, how you do it and WHY you do it

Weak position:“We can do whatever you want us to”.

Positioning types:

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Strong position:Your company is clear on:

- What you do, how you do it and WHY you do it

- How you are different and better to the

competitors in your space

Weak position:“We can do whatever you want us to”.

Positioning types:

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Strong position:Your company is clear on:

- What you do, how you do it and WHY you do it

- How you are different and better to the

competitors in your space

- The challenges you are best suited to address

(and the ones you are not)

Weak position:“We can do whatever you want us to”.

Positioning types:

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Strong position:Your company is clear on:

- What you do, how you do it and WHY you do it

- How you are different and better to the

competitors in your space

- The challenges you are best suited to address

(and the ones you are not)

- The real value you offer your clients

Weak position:“We can do whatever you want us to”.

Positioning types:

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How do brands identify their position?

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CONDUCT A BRAND AUDIT

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BRAND AUDIT QUESTIONS:

• Are people aware of us? If so, for what? Is this what we want to be known for?

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BRAND AUDIT QUESTIONS:

• Are people aware of us? If so, for what? Is this what we want to be known for?

• How is our market changing and evolving?

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BRAND AUDIT QUESTIONS:

• Are people aware of us? If so, for what? Is this what we want to be known for?

• How is our market changing and evolving?• How are our competitors positioned?

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BRAND AUDIT QUESTIONS:

• Are people aware of us? If so, for what? Is this what we want to be known for?

• How is our market changing and evolving?• How are our competitors positioned?• What do our customers want and need?

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BRAND AUDIT QUESTIONS:

• Are people aware of us? If so, for what? Is this what we want to be known for?

• How is our market changing and evolving?• How are our competitors positioned?• What do our customers want and need?• What do our stakeholders regard as our strengths,

weaknesses, opportunities and threats?

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HOW DOES A POSITION HELP YOU TO MARKET YOUR AGENCY?

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“We want to be the agency that convinces companies to see brand’s as valuable assets (rather than just logos).”

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3 10 KEY LESSONS IN AGENCY POSITIONING

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HAVE A GUIDINGVISION.ONE

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SPEAK THE TRUTH.“In a time of universal deceit

telling the truth is a revolutionary

act”

George Orwell.

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TO BE RIGHT FOR EVERYONE, IS TO BE RIGHT FOR NO ONE.Three

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The argument for focus:

• More revenues

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The argument for focus:

• More revenues• Business from markets outside of your own

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The argument for focus:

• More revenues• Business from markets outside of your own• Fewer competitors

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The argument for focus:

• More revenues• Business from markets outside of your own• Fewer competitors• Quality clients

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ASSUME NOTHING.Four

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DESCRIBE THE GOLDEN THREAD THAT CONNECTS EVERYTHING YOU DO.

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LEAD WITH WHY.“Advertising is broken. The world

has changed but the creative

process hasn’t. We hack

advertising to make it better”

Tim Rodgers

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WHY + HOWIS EVEN BETTER.Seven

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THERE IS POWER IN POLARIZATION.Eight

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SHARE WHAT YOU KNOW.Nine

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SELL THE OUTCOME, NOT THE OUTPUT.Ten

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There are three basic ways to look at value creation

INPUTSTime

OUTPUTSDeliverables

OUTCOMESBenefits

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4 KEY TAKEAWAYS

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Brand Audit

Position and messaging

Goal for marketing

Strategy

Tactics

Agency positioning and marketing

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THANK YOU.