Corporate positioning starts with assessing a company’s market proposition. What the company strives to achieve, its vision and the business strategy to achieve this, then follow. Pro-actively building a company's reputation is a critical step in the corporate positioning process.
Stakes are high, for if you don’t manage your reputation proactively your stakeholders will. Henry Ford once said: ’’You can’t build a reputation on what you are going to do,” and his words are as true today as they were 75 years ago, for it’s the track record that determines how a corporation is perceived.
Writing the corporate story and defining core messages begins with understanding current perception and what influences it, boosts it or damages it. In our corporate positioning sessions, we work with you to create a corporate story that encompasses your vision, values and business model and sets you apart from your peers. It creates the blueprint for communication to all of your stakeholders. Building the corporate story into an equity story which looks more closely at the investment merits of your company can be a follow-on step. Here, emphasis is more on company earnings, core KPIs and value drivers.