Purpose
This procedure defines how Momenta Fire conducts brand positioning. Brand positioning is a required component of every website build and ensures all downstream work is aligned to the client’s market, motivations, and strategic objectives.
Scope and Applicability
- Brand positioning occurs on every website build
- The depth and duration are fit for purpose, not fixed
- The process scales based on:
- Client size
- Market complexity
- Business objectives
- Engagement scope
Engagement Format
Duration
Brand positioning may take different forms depending on project needs:
- A one hour focused working session
- A multi day facilitated workshop
The appropriate format is determined collaboratively based on client requirements and project scope.
Participants
Brand positioning may involve:
- Partner Client Strategy lead only
- Or a broader working group including up to three or four Momenta Fire team members
Participation is determined by engagement complexity and required outcomes.
Objectives
The objective of brand positioning is to develop a clear, actionable understanding of:
- The client’s business model and goals
- Market context and competitive dynamics
- Customer needs, motivations, and decision drivers
- How Momenta Fire can deliver a fit for purpose solution
Brand positioning directly informs strategy, design, messaging, and execution.
Outputs and Deliverables
Required Deliverable
Every brand positioning engagement produces a Brand Positioning Deck.
At a minimum, the Brand Positioning Deck includes:
- A Brand Positioning Statement
- Ideal Client Profiles
These elements are contained within the same deck and are not standalone deliverables.
Additional Collateral
Additional collateral may be produced when required by the project scope. This typically includes:
- Sales enablement brochures or flyers
The creation of additional collateral is governed by project needs and approved scope.
Governance
- Brand positioning outputs guide all downstream execution
- Deliverables are reviewed and approved before subsequent phases begin
- Engagement Managers ensure positioning is applied consistently across the project