Freelance Copywriting:Positioning Lines,
Branding and Naming

Positioning/tag lines, or what used to be called "slogans" are an integral part of "branding. The word "positioning" comes from a theory that a brand must be "positioned" in the mind of the customer or consumer. "A position that takes into consideration not only a company's own strengths and weaknesses, but those of its competitors as well."* This is done by finding the essence of the product or service and stating in the simplest terms its basic advantage. The positioning is then carving out a unique niche with a memorable promise that gives your brand dominant standing when a prospect is in the buying mode. These principles also come into play in naming projects. Creating a positioning line or naming a product or service is a disciplined process that begins with my Creative Worksheet. Find out more about how I can help you with the positioning/branding process.

*"Positioning: The Battle For Your Mind" by Al Ries and Jack Trout

Castle Bank & Trust Positioning Line

Castle Bank, a start-up community bank in Meriden, CT needed to position itself as the local solution to large regional banks that had forgotten how to give personalized service. Gregor & Co. developed the positioning line "Banking Where It Belongs," working with the idea that your bank and your banker should be close to where you live and know you by name.

Hobson & Motzer Positioning Line

"Zero Tolerance for Failure," positioned Hobson & Motzer, a company with over 100 years in the precision stamping, tooling and die industry, apart from its competition. The line underscored H&M's superior engineering and problem solving capabilities and its approach to strive for perfection on every job.

Tech Valley Communications Naming

This communications company wanted a name for its new fiber optic cable service that would appeal to business customers. FirstLight was the name created in collaboration with Blass Communications, Old Chatham, NY to convince these prospects of the speed, reliability and affordability of the new service. 

University of Hartford Positioning Line

Gregor & Co. wrote this positioning line for the University of Hartford to promote its commitment to offering students "real world" experiences. An advertising campaign was based on this positioning line. Print ads and radio spots featured U of H graduates who had gone on to impressive careers after gaining invaluable internships and experiences complementing their academic work.

BMCQ Law Firm Positioning Line

I wrote the positioning line "Working Hard For Working People," for BMCQ, a leading Worker's Compensation and Social Security Disability law firm in the Albany, NY area. The goal was to appeal to blue collar workers who are the main group seeking counsel for these types of cases. The line was successful in branding the firm and its partners as having empathy for their clients as well as the skill to help them win their cases.

Central Connecticut State University Positioning Line

Gregor & Co. worked with Central Connecticut State University to create this positioning line for the school's viewbook. CCSU wanted a line that uniquely positioned the college in the minds of prospective students and parents as a setting where goals can be met and futures can be secured. 

Contact me to talk about your copywriting needs.

Know what fish you’re targeting, where they live, and what attracts them. Well cast freelance copywriting yields big fish (but you have to reel them in). Read the tale of a master fishing guide in action. "Just Lucky To Be Out Here."

Gregor & Company, P.O. Box 646, Great Barrington, MA 01230
(413) 528-4763  •  chris@gregorwriting.com

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