We know that in times of crisis and unrest, decisions are quick, attention is limited, and competing priorities are abundant. It is less known that difficult periods are also the best times for business development – if you are prepared.
When potential clients need the most help and have the least availability to compare service providers, deciding who to retain falls back to basics – what feels clear, familiar, and is aligned with immediate needs. This is where the value of corporate positioning comes in.
Corporate positioning is the strategic groundwork that shapes how others understand your role, relevance, and distinction in the market. Often stated in one to two sentences, corporate positioning helps others understand your expertise and focus at a glance, and in the right circumstances, it can help them act with or for you. Consider these illustrative examples:
- A regional healthcare organization positions itself as a provider of access and equity in underserved rural areas. When a government funding freeze hits the sector, the organization does not need to explain its relevance. Its stakeholders already understand the need to advocate on the provider’s behalf.
- A logistics firm does not position itself as the fastest or cheapest, but as the most transparent for clients who care about risk mitigation. When international transport delays create tension and uncertainty, its clients trust the firm’s consistent and honest communication, making it a reliable option in a time of volatility.
- A financial services not-for-profit positions itself as the leading service provider to low-income families navigating government benefits and emergency relief. When an economic downturn hits, the clarity of what the not-for-profit does and for whom it acts makes searching for such services easier to find.
When political, economic, social, or environmental circumstances create unexpected demand for your services, strong corporate positioning helps you skip to the contract terms rather than wasting time explaining why your service is a worthy choice. Here are three positioning tips that can help prepare you to stand out in times of uncertainty:
- Make someone else explain your value. Most positioning sounds strong inside the walls of an organization. The real test is whether someone else—a partner, funder, or client—can explain, in their own words, what you do and why you are the best option. If they cannot, your positioning is not working for you.
- Define what you are not. In uncertain times, clarity can come from boundaries. You cannot be known for everything. The most resilient organizations can articulate what they do not do and who they do not serve. That discipline protects them from mission creep, muddled narratives, and last-minute pivots.
- Strong positioning can accelerate the actions of others. How quickly can someone involve, endorse, or refer you for a project? If people pause, need clarification from you, or default to someone else, your positioning is not clear enough for a time-sensitive decision.
Corporate positioning is more than a communications tool. It is a business development strategy to gain opportunities when the stakes are high and the need is urgent. In these moments, strong corporate positioning acts as your stamp of readiness, helping secure mandates in minutes instead of weeks
If you are interested in working on your positioning and messaging, you can learn more about our Communications Services. Questions welcome.