exploring values & identity

The first phase in the positioning process is to explore personal and organisation values, and from this foundation begin to develop an authentic identity.

phase–1 outcomes

  • an agreed, prioritised list of core values for the organisation
  • clarity on any conflicts between personal and organisation values
  • a statement for each value giving its context and intent


steps to explore
values & identity

  • uncover the values embodied by leaders within the organisation
  • list the values the organisation aspires to represent, then prioritise
  • identify alignments and conflicts within or between the value sets
  • develop a list of core values, starting with identified alignments
  • resolve conflicts, combine similar values and prune (if appropriate)
  • expand each value into a statement that includes context and intent

defining targets & offer

Once the organisation's core identity is clarified, the next phase is to define the ideal customer, including understanding their values, situation, problems, barriers and aspirations.

phase–2 outcomes

  • a deeper understand of the ideal target customer
  • a clear outline of the offer needed to serve that customer
  • a list of potential barriers to overcome prior to purchase


steps to define
targets & offer

  • outline what's currently offered, or the initial offer idea
  • describe the ideal customer, their values and problem the offer solves
  • list the emotional and physical benefits to the customer
  • detail any barriers that could prevent the customer from 'buying'
  • assess whether the offer's value is sufficient to overcome the barriers
  • consider how you can improve the offer to better serve the customer
  • highlight extra resources or skills needed to deliver an improved offer
  • redefine the initial offer, plus future offers, based on costs vs. benefits

developing tactics & strategy

In order to consistently deliver the defined offer as part of an 'ideal' customer experience, it's crucial that a detailed picture of how this can be achieved is outlined.


  • an outline of the key issues relating to the new positioning
  • a strategy for delivering the 'ideal' customer experience
  • a list of tactics and assets needed to support delivery


steps to develop
tactics & strategy

  • carry out journey mapping for each target customer type
  • highlight any opportunities to adapt or improve the offer
  • identify the 'pain points' that threaten offer uptake
  • prioritise the channels available to reach the target customer
  • work out the overall strategy for promotion and delivery
  • determine the tactics required to meet strategy objectives
  • list the assets required to facilitate the tactics

aligning content & design

Taking the strategy and tactics and translating it into content and design that delivers in line with the defined core values is the fourth phase in the positioning process.


  • a list of the assets required to deliver the new positioning
  • process documents and templates for asset generation
  • a plan to oversee, review and mentor ongoing delivery


steps to align
content & design

  • create a checklist of the core values all content and design must represent
  • detail quality criteria against which all output can be assessed
  • list the assets needed to deliver an 'ideal' customer experience
  • select and onboard the staff and suppliers tasked with delivery
  • generate detailed content, tone and design briefs for each asset
  • evaluate initial content and design, iterate until meeting requirements
  • develop comprehensive guidelines for all future activity

mentoring creation & delivery

For many organisations the positioning process produces a set of aspirations and requirements that are a long way from current practices. Mentoring management and staff through this process is the final piece of the jigsaw, ensuring that what's been agreed can and will be delivered, and as consistently and reliably as possible.


  • a set of guidelines, systems and templates for offer delivery
  • mentoring plans for those roles requiring additional support
  • a schedule of future reviews to ensure alignment is maintained


steps to mentor
creation & delivery

  • evaluate existing processes and practices against values and offers
  • determine the changes required to deliver the ideal customer experience
  • develop guidelines, systems and templates to ensure consistent delivery
  • identify the roles requiring mentoring and the level of support needed
  • set up a mentoring plan that details objectives, frequency and scope
  • schedule and facilitate periodic review sessions and report outcomes