Positioning & narrative
Make the business easier to choose.
Positioning work turns a complicated company into a useful sentence, a sharper point of view, and a story the whole team can actually use.
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The direct answer
Positioning and narrative strategy define what a business is known for, who it is for, why the value matters now, and how the organization should explain itself across sales, leadership, marketing, and customer conversations.
Positioning & narrative
Find the sentence your sales team, board, and customers can all carry.
When a company has outgrown its old language, the problem is rarely a shortage of words. It is usually a shortage of agreement. Lorri-Ann finds the throughline: what is changing, why it matters, and why this team is the one to lead it.
The result is not a clever tagline sitting on a page. It is a positioning system people can carry into a pitch, a website, a board conversation, a launch, and the decision about what not to say.
Talk through the workWhat this can include
Useful work, with somewhere to go.
When a company has outgrown its old language, Lorri-Ann finds the throughline: what's changing, why it matters, and why this team is the one to lead it. The result is a positioning system people can actually use.
- Positioning and messaging architecture
- Brand and reputation strategy
- Go-to-market story and launch narrative
- Competitive and audience clarity
A good fit
You may be here because…
- The sales team explains the company differently from the leadership team.
- A new market, product, owner, or growth chapter has made the old story too small.
- The website lists capabilities but does not make the value or difference clear.
- The organization needs a message before it invests in more awareness or activity.
From Insights
More thinking on this work.
What downtown work taught me about making momentum visible.
People support movement they can picture. Communications can make change legible without overselling it.
The human side of growthThe people doing the work are part of the brand.
Brand change becomes believable when the people delivering it can recognize themselves in the new promise.
The human side of growthA good handoff is a growth strategy.
A service business that wins interest but loses momentum during the handoff is paying for a problem it can fix.
Common questions
Before the first conversation.
What is included in a positioning engagement?
A positioning engagement can include stakeholder and audience interviews, message architecture, competitive and audience clarity, a point of view, proof points, and practical language for sales, leadership, the website, and launch communications.
How long does positioning work take?
The shape depends on the business and the number of voices involved. CarterTodd can structure the work as a focused sprint with a clear beginning and a useful working artifact at the end, or as part of ongoing fractional marketing leadership.
Keep going