Positioning is not a tagline. It’s not a value prop workshop. And it’s definitely not a messaging doc that gets rewritten every quarter.
Positioning is the system that decides:
This is the work that makes everything else work.
Positioning at TRCH is a deliberate, opinionated, executive-level process designed to create a single, defensible narrative the business can actually operate against.
It is equal parts:
And strategic constraint.
We don’t help you say more. We help you say less, better.
You don’t walk away with a deck.
You walk away with decisions the business can operate from.
Most importantly, no hype. Just confidence.
This work is best suited for:
This work is not product marketing, and it does not live inside a PMM function.
Product marketing activates a position. This work decides the position.
PMM focuses on launches, messaging, enablement, and adoption. Positioning governs who you sell to, what you build, and which opportunities you walk away from.
If positioning is treated as a messaging exercise, we’re not the right fit.
If it’s treated as a business decision, this is the work.
Positioning is the strategic decision that defines who a company is for, what problem it solves better than alternatives, and why it should be chosen. At TRCH, brand positioning is treated as a business decision that governs marketing, sales, product, and executive communication – not as a messaging exercise.
Messaging and branding express a position. Positioning determines the position itself. TRCH focuses on defining the underlying strategic choice before any copy, design, or campaign work begins, so downstream execution is consistent and defensible.
A Market Truth Audit is the first phase of TRCH’s positioning process. It examines how the market actually perceives a company today, including competitive alternatives, buyer language, and category expectations. The goal is to replace internal assumptions with external reality.
A Market Truth Audit typically includes:
This step ensures positioning decisions are grounded in market truth, not internal opinion.
Positioning only works when it aligns with a real problem the buyer is actively trying to solve. TRCH identifies moments of buyer tension – where the cost of inaction or the risk of a wrong decision becomes visible – because those moments drive urgency and choice.
This engagement is designed for companies selling complex value, including B2B and B2B2C businesses. It is especially relevant for executive teams preparing for growth, fundraising, repositioning, or go-to-market changes where clarity and consistency matter.
No. While working sessions may be used to gather context or pressure-test decisions, TRCH does not run positioning workshops designed to reach consensus. Positioning requires clear choices, not group alignment.
We’ve run workshops successfully in the past, but positioning requires discipline. Discipline that isn’t in attendance when groupthink takes over.
Most positioning engagements are completed in a focused timeframe measured in weeks, not months. The goal is to achieve clarity quickly while allowing enough rigor to make durable decisions.
Clients typically walk away with:
Yes. Positioning is translated into practical applications such as website structure, sales talk tracks, executive storytelling, and product framing. The intent is to ensure the position is operational, not theoretical.
No. This work complements product marketing by providing a clear strategic foundation. It reduces guesswork for PMMs and enables more effective messaging, launches, and enablement.
Positioning should be stable over time. It may evolve as markets change, but it should not be rewritten frequently. Frequent repositioning is usually a signal of weak initial positioning.
Some tension is expected. Clear positioning often challenges existing assumptions. TRCH’s process is designed to surface disagreement early, resolve it through market evidence, and create alignment through clarity rather than compromise.
Positioning Is a Decision
Not a slogan.
Not a slide.
Not a vibe.
It’s a commitment to a specific story and the discipline to operate inside it every day.
If you’re ready to make that commitment, this is the work.
Move forward:
