An elevator pitch and a brand positioning statement are one and the same. These overarching, top-line brand messaging statements are designed to communicate the following important aspects of your business/organization to all of your constituents (internally and externally) – ideally in less than 35 words: 1. What type of business/organization you are 2. What products/services…

There are two fundamental ways to describe your business and its offerings in brand positioning terms: Self-Describing Messaging Competitive-Displacement Messaging Let me explain. Self-Describing Messaging is what we are typically used to with regard to the proverbial elevator pitch and product/service based key messages and the like. These succinct and targeted value and attribute-based statements…

When you interact with a customer or prospect on the phone or in person, you may or may not be aware of the fact you are using a key messaging (or brand positioning) hierarchy (or platform) to pitch your business, its offerings and its uniqueness.  I liken this tiered series of messages (used to communicate…