The Unclaimed Space™ is where expertise brands get chosen, not just considered.
Awareness. Lead generation. Shortlisting. Chances are, these aren't the real issue.
It's what happens after you get noticed.
Because most expert organisations don't miss out because no one has heard of them. They lose because they end up misunderstood and misremembered along the way.
The Unclaimed Space™ is how you avoid that fate: a five-step process for moving into territory only that your brand can claim, underpinned by a set of principles for the journey.
Our 9 commitments
Expert brands that successfully claim the unclaimed space think and behave in a certain way. We've distilled thsi experience into 9 simple-but-challenging commitments that we ask our clients to make:
1) Chose a path
Instead of trying to be all things to all people
2) Challenge your relevance
Instead of assuming your customers want what you currently offer
3) Push for clarity
Instead of hiding behind vagaries and ‘sectorspeak’
4) Dare to be different
Instead of following the well worn paths of your peers
5) Tell an untold story
Instead of retelling the same old tale of your sector
6) Find an ownable idea
Instead of relying on a long-winded story and diluted messaging
7) Take up contestable positions
Instead of playing it safe and obvious with content
8) Become generous experts
Instead of offering low-value, salesy thought leadership
9) Play the long game
Instead of chopping and changing direction on a whim
The impact of these 9 commitments?
A brand that gets remembered – not just noticed.
A brand that gets chosen – not just considered.
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