Digital strategy workbook

B. Positioning

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  Reinforcing your core proposition. How do you prove your credibility
  
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  Define your online value proposition. This should flow from your positioning and be what the customer sees immediately when they interact with you online.
  
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  Define these in key messages for different audiences, e.g. prospects against existing customers, segments with different value you target.
  
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  You need clear messaging hierarchies to effectively communicate your positioning both in online and offline media.