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Solution · Positioning and story

A clear story that people understand and use.

Many organisations have all the ingredients for a strong story: knowledge, satisfied customers, experience and ambition. Yet they struggle to make clear in a few sentences who they are for, which problem they solve and why their approach matters. The story grows with every new offer, so it becomes ever more complete, and ever less distinctive.

For STOF, positioning is not a creative strapline. It is a commercial choice. A good story makes clear what you do and don't stand for, helps customers recognise themselves and gives employees something to hold on to in conversations and decisions.

When does the problem lie in positioning and story?

  • The website mainly describes what the organisation does, but says little about who it's for and why.
  • Sales, leadership and marketing each tell a different version.
  • Customers value the organisation, but give different reasons from the ones the team expects.
  • The offer is extensive and how it fits together is hard to explain.
  • The message sounds right, but could just as well come from a competitor.
  • Employees know the slogan, but not how it affects what they do.

Choose first, then put it into words

A story doesn't get sharper the longer you polish the words. First the underlying choice has to be right. Which audience do we really want to reach? Which situation or tension do they recognise? Which change do we promise? What evidence makes that credible? And which conviction makes our approach recognisable?

We gather information from both the organisation and the market. Customer conversations, sales experience, existing content, propositions and internal beliefs often reveal a pattern that has never been made explicit. We test that pattern, distil it to its core and translate it into the language of real customer conversations.

From positioning to a story you can use

The outcome is bigger than a strapline. We build a storyline that keeps the same logic wherever it is used: from the first sentence on the website to a sales conversation, a proposal, an internal presentation or a decision about a new offer. The wording can vary by context; the core stays recognisable.

We also pay attention to evidence. Authority doesn't come from big words, but from a visible understanding of the customer's challenge, concrete choices, a clear way of working and proven experience. That's why we back the story with customer insight, examples and concrete behaviour.

The STOF rhythm for positioning

  1. Look and listen — we gather the language of customers, employees and commercial conversations, and analyse the existing story.
  2. Make a sharp choice — we define the audience, the core challenge, the desired change, what sets you apart and the evidence.
  3. Align — we build the core message, the storyline and practical versions for the website, sales and internal communication.
  4. Follow through — we get teams working with the story, gather feedback from the field and sharpen it where needed.

Read more about our approach

How to get started with us

Each programme can stand on its own. We only agree a next step if the outcome calls for one. Which programme fits is something we discuss in the free introductory call.

01 · Research

Customer voice research

Hear why customers choose you and why prospects drop out, in their own words.

Discuss this in a free introductory call
When is this the right choice?
You're not sure your story matches what customers really care about, or you're losing deals without knowing why.
What does it deliver?
Insight into why customers choose you and why prospects drop out, and what that means for positioning and sales.
Duration
3–4 weeks
What does it ask of your team?
Introductions to eight to ten customers and lost prospects.
Possible next step
A Positioning sprint, if the findings call for it.

02 · Positioning

Positioning sprint

In two to three weeks, a sharp answer to the question of why customers choose you.

View Positioning sprint

Discuss this in a free introductory call
When is this the right choice?
Everyone explains the company differently, you lose deals on price, or the website no longer matches what you do today.
What does it deliver?
Everyone in the commercial team answers ‘why do customers buy from us?’ in the same way, and can show why.
Duration
2–3 weeks
What does it ask of your team?
Leadership, marketing and sales at the table together, and conversations with a few of your best customers.
Possible next step
Brand strategy & brand book, a new website or Market activation.

03 · Brand

Brand strategy & brand book

A brand everyone in the company can own and use, even when we're not there.

View Brand strategy & brand book

Discuss this in a free introductory call
When is this the right choice?
The brand was never properly defined, or has grown without direction, and everyone makes their own version of it.
What does it deliver?
Everyone in the company can produce work that is recognisably yours, without having to ask permission every time.
Duration
4–6 weeks
What does it ask of your team?
The leadership team for two sessions, and one internal owner of the brand. We build on a sprint, or on your own positioning if you already have one.
Possible next step
A Brand & website programme.

04 · Brand and website

Brand & website programme

Your positioning and brand story translated into a website, built in manageable sprints.

View Brand & website programme

Discuss this in a free introductory call
When is this the right choice?
The positioning or brand is in place, but the website lags behind and you don't want to rebuild it yourselves.
What does it deliver?
A website that says what you stand for today, and someone in-house who knows how to keep it that way.
Duration
8–12 weeks, in sprints
What does it ask of your team?
An internal owner of the site. We build it ourselves and work with a trusted partner where needed.
Possible next step
Ongoing support, if you want a sparring partner for the first few months.

05 · Into the market

Market activation

From a sharp story to the first new sales opportunities.

View Market activation

Discuss this in a free introductory call
When is this the right choice?
The story is in place, but you don't yet know how to use it to reach the right customers and create new opportunities.
What does it deliver?
A list of target accounts, an account map per priority account, a message per role, and a first pilot: designed, supported and evaluated.
Duration
A few weeks of preparation, then a pilot of about 90 days
What does it ask of your team?
Someone to run the pilot, in-house or through your agency. We design and support; campaigns and media budget stay with you.
Possible next step
Scale up what works, with support if needed.

What you get

What you getWhat you use it for
Positioning documentChoose which customers and propositions take centre stage, with the evidence behind each choice.
Core messages and examplesOne story on the website, in proposals and in sales conversations.
Brand bookProduce work that is recognisably yours, without asking permission every time.
Management one-pagerThe essence of the programme on one page for the leadership team.
90-day planKnow what happens first, by whom and when.
HandoverFiles, owners, work instructions and open decisions, so you can carry on yourselves.

Which elements you get depends on the programme. More important than the document is that the organisation can use the same logic without having every sentence approved centrally.

Why STOF?

We connect story with commercial strategy and organisation. So we don't only judge whether a message sounds good, but also whether it helps people choose, sell and work together. Positioning should create recognition externally and give direction internally.

The partnership between Nona and Carlijn reflects that dual view. Nona looks from the outside in: why do customers choose you, and how do you tell that in a way both marketing and sales can use? She spent over seven years on go-to-market at Everbridge and built Driftawave's brand and positioning, among others. Carlijn connects the choice with execution, leadership and commercial conversations. That way the story doesn't belong to marketing alone.

Does this fit your challenge?

This solution fits when value and expertise are there, but the story is too broad, fragmented or not usable enough internally. Is a choice about market, customer or offer still missing? Then start with ‘Commercial strategy’. Is the story in place, but the work isn't changing? See ‘Strategy to execution’.

Cases

What that looked like for others

Beweeg Wijs

A strong method, but a dated brand and one story for every sector. We sharpened the positioning per sector, renewed the brand and built the website ourselves, in sprints, with measurement from day one and a team that now runs the site itself.

Antonis Wijnkoperij

A wine merchant easily gets lost in countries, grapes and labels. We made one choice: good wine starts with choosing well. The brand story and a website with Emiel's selection at its heart followed from that.

Warana Film Company

A new production company was being presented as a documentary maker, while it makes feature films and series. We shifted the positioning to worlds as the inspiration, and built the brand, the brand book and the pitch decks on that.

Frequently asked questions

What does it cost?

We work on a project basis, not by the hour. If STOF is a good fit for your challenge, you'll receive a proposal after the introductory call with a fixed price, a clear timeline and what you'll have at the end. Longer-term support is agreed per month, all-in.

How long does it take?

That depends on the project. Each project above shows its timeline. Every project stands on its own; we only agree a next step if the outcome calls for it.

Who will we be working with?

You'll work with both Nona and Carlijn. We're a team and look together at which expertise and experience fits your challenge best. You have one fixed point of contact, unless we agree otherwise together, and we both know what's going on in your organisation. Who leads the project depends on the project: we bring in the right expertise and always spar with each other. Our approach is documented, so the project keeps moving during illness or holidays.

What will we have at the end?

Depending on the project, a positioning document, key messages with examples, a one-page management summary and a 90-day plan. Always with a handover, so you can carry on yourselves.

Who is this not right for?

If you're only looking for extra hands to execute, a standalone website or a new logo without the choices behind it, or someone to keep managing it forever, we're not the right partner. We do build brands and websites: as a translation of your positioning, in sprints, with a trusted technical partner when it gets technically heavier. We do need to be able to sit in on the teams and conversations where the story is told.

How do we start?

With a free 45-minute introductory call with Nona or Carlijn. We look at where things are stuck and what a sensible first step would be, even if it turns out you don't need us.

Show what you really stand for.

In the free introductory call we find out whether the bottleneck lies in the choice, the story or how it is used.

Bring your challenge to the table

Read more

Challenge

Standing out

Losing proposals on price, with a story your competitor could tell too? STOF helps you choose where you really differ, and show it.

Challenge

Our story no longer fits

Do your website, sales team and leadership each tell it differently? STOF helps you choose what you stand for, and makes sure everyone tells the same story.

Challenge

Marketing and sales alignment

Are marketing and sales working at cross purposes? STOF connects customer insight, commercial choices, roles and working rhythm into one shared effort.

Approach

Our approach

The STOF rhythm in four threads: look and listen, make a sharp choice, align and follow through.

About STOF

Who we are

Nona Stabel and Carlijn Hofland: two perspectives, one common thread.