Agency Positioning

Agency Positioning

As a leading new business agency, we have, since 1992, been helping agencies of all shapes and sizes to articulate their agency positioning and proposition in a compelling and differentiating way.

One thing we have learned is that quite often agencies just don’t understand their brand well enough, sure, they can say what they do and why they think they are different, but they sometimes suffer from cobblers children syndrome; and when this happens we sometimes need to get back to basics and that often means going back to Yung and his archetypes …

So how do you want your agency to be perceived? are you a creative hotshop a caring, eco friendly people loving commune, a powerhouse driving sales or a sage showing the path to true enlightenment? just as importantly, what about your competitors? if you’re in the same space it can get very crowded. So try this. Find yourself in the appropriate league table (or if you’re not in there, identify where you would be in you were) and take the five others above you and below you who you most often come up against or whom you know are targeting the same market.

Research them and identify where you would put them in the above chart using the appropriate archetype characteristics and do the same for yourself.

Do you stand out from the crowd? if not, what space is available and if you were to take it and defend it would it be a good space to own?

One thought on “Agency Positioning”

  • Often agencies need to go a step further (or more accurately a step back)?

    Establish what your agency can actually do – not what you want it to do, or how you want to do it but where internal skillsets lie. This is your positioning.

    Then research trends in industry verticals and marketing (all related disciplines) to establish who your ideal clients are – i.e. those with a need that you can fulfil or maybe those with a need that you can ‘skill-up’ to fulfil over time. This is your target market. If you choose to develop the agency’s skills then go back to the start point and adjust the positioning accordingly

    Now it is time to develop your proposition further. Add the angle, the gloss and the personality to best communicate what you do to those you have identified as needing it.

    The most important bit is getting the foundations right…the rest is easy (or at least it should be!)

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