MARKETING STRATEGY & POSITIONING
CLARITY FIRST, ALWAYS
Why Strategy comes First
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Without a clear market position, marketing activity is just noise.
That’s why we always start here. A proper marketing strategy defines:
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Who your best customers are – based on interviews, not assumptions.
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What really makes you different – the four pillars that set you apart.
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Why it matters – the So What? that explains why customers should care.
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How you tell your story – a positioning statement and messaging framework.​
This isn’t about writing a long plan that sits on a shelf. It’s about creating the strategic marketing foundations that everything else will build on.
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When only 5% of the market is ready to buy at any one time, this clarity makes sure the other 95% know exactly what you stand for when their time comes.
The Benefits of a Marketing Strategy
A well-defined strategic marketing position gives you:
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Clarity – so your team knows what to say, every time.
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Consistency – in your website, sales conversations, and marketing.
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Differentiation – a way to stand out against competitors.
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Confidence – that your marketing effort and spend actually matter.
For Manufacturing SMEs, this isn’t about fluffy USPs. It’s about strategic ways of marketing that win better clients and reflect the quality of your business.
A Strategy in Action
Streamlion was growing fast but lacked clarity on who it was really for. Founder Helen Steel admitted she’d seen too many “strategies” that were just lists of actions.
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Through customer interviews and research, we identified her biggest opportunity: focusing on British ethnic minority entrepreneurs. We developed four positioning pillars, a clear statement of who she served and why, and messaging that resonated with her audience.
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The results?
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A fresh positioning that brought focus and energy.
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A website and content strategy built on those pillars.
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A revived database that generated new referrals.
Helen said:
“It’s so rare to see a truly competent and well-done strategy – and this was fantastic.”
This is a title.
We don’t hand you a template and walk away. Instead, we:
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Listen deeply – to you, your team, and your best customers.
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Research fully – to understand your market and competitors.
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Define your four pillars – each with a clear So What? to show why it matters.
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Create your positioning statement – who, for, what, why.
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Outline your messaging framework – the words you’ll use to stay consistent.
This foundation becomes the anchor for everything else – communications, campaigns, and content.
How We Work
What You’ll Get
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A clear strategic market position.
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Four differentiation pillars, each with its customer-focused So What?
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A positioning statement (who, for, what, why).
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An outline of messaging to use going forward.
With this in place, you can build communications and campaigns that stick – and finally stand out in your market.
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What is a communications plan in marketing?A communications plan is the practical side of your marketing strategy. It maps out how you’ll reach your audience, what channels to use, and what activity will help meet your business objectives. Think of it as the 6–12 month roadmap that turns strategy into action.
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How is a communications plan different from a marketing strategy?Your marketing strategy defines your positioning — who you’re for, how you stand out, and the messages that matter. A communications plan takes that foundation and translates it into activity: which channels to prioritise, how often, and what content to use. The two go hand in hand, but they’re not the same thing.
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How do you develop a communications plan for a manufacturing SME?We start with your wish list of marketing activity, then refine it against your budget, target audience, and growth goals. The outcome is a strategic marketing plan that balances ambition with affordability, giving you a 12-month overview and detailed quarterly action steps.
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What are the benefits of having a communications plan?A good plan stops scattergun marketing. It helps you focus on the right channels (digital, PR, events, or advertising), ensures consistency across every touchpoint, and gives you confidence that your spend is aligned to your growth objectives. It’s a strategic way of marketing that saves time, money, and energy.
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What if my budget changes or something isn’t working?Marketing, like business, never stands still — and neither should your plan. That’s why we build flexibility into every strategic marketing plan. If something isn’t working, we review it and adapt. If budget pressures rise, we prioritise the channels that deliver the most value. Your communications plan is a living document, not a fixed contract, so it always reflects your current reality.
