The Story System · Positioning, messaging and go-to-market
Decide what you want to be known for.
We define your positioning, value proposition and messaging with your leadership team, then give everyone the language to use it, from the website to the sales call.
What you’ll get
A position your whole team says the same way.
Messaging that sounds like you and only you.
A leadership team that agrees on what the brand stands for.
When it’s time.
Can the newest person on your team say what you do, who it’s for and why it matters?
You’ve grown, shifted or evolved.
And your story hasn’t caught up. Who you are today isn’t what’s on your website.
Leadership describes the company three ways.
Every partner has a version. Clients hear all of them.
Your messaging sounds polished but lacks conviction.
It says a lot of true things. None of them is the reason anyone hires you.
The strategy stalls at the sales call.
Your plan depends on winning the right clients, and sales doesn’t have the story or the tools to make that case.
“In just a few weeks, she helped us confidently solidify our brand voice and go-to-market approach.”
Adam Kamp, Founder and CEO, Delivery Leadership Solutions
What’s included
Built to be used.
Stage one
Listen.
Leadership and sales interviews, client conversations and a read on your content and competitors. If you’ve done The Story Audit, we start from the Findings Report.
Stage two
Draft.
Your audience, positioning, story, voice, messaging and proof: the six parts of your brand platform, drafted in working sessions with your leadership team.
Stage three
Pressure-test.
We test the draft in real sales conversations and with clients, then refine it until your team will use it.
Stage four
Activate.
A messaging toolkit, an activation roadmap (priority audiences, channels and what to do now, next and later) and a rollout with your team so the platform gets used.
Who it’s for.
Companies ready to build.
With or without The Story Audit. The audit gives the work a head start; the platform includes its own leadership interviews either way.
Companies that outgrew founder-led messaging.
The story lives in one person’s head, and the company is ready for everyone to tell it.
Not the right fit
If you want a logo refresh or a new tagline without the positioning work under it.
Investment
Flat fee
- Two to three months from kickoff
- Leadership interviews included
- Scope and fee agreed on a call
Questions?
Do we have to do The Story Audit first?
No. The audit gets more truth out: your clients, your data and your priority channels. The Story System runs its own shorter discovery with your leadership team.
Do you write the website?
The Story System gives you the platform and the language. I can support the development of your core pages as a separate project.
Can you help put it to work?
Yes. Thought leadership content and more rollout workshops can be added. Ongoing oversight is available through Fractional Advisory.
Who from our team needs to be involved?
Your leadership team for weekly or biweekly working sessions, and whoever owns marketing for the day-to-day.
What happens when it’s done?
Your team runs with the brand platform, or I stay on through Fractional Advisory.
The path
Then what?
Fractional Advisory keeps the brand system working as you grow, so it doesn’t fade after launch.
Phase one · Research and assessment
The Story Audit
Phase two · Positioning and messaging
Phase three · Go-to-market
The Story System
You are here
As you grow · Fractional CMO
