Overview
Unified the messaging system across Position Green's ESG advisory, academy and data platform, and a recently combined specialist consultancy, into one coherent, keyword-grounded positioning.
Who This Is For
Sustainability, ESG and professional services firms, typically 50 to 500 employees, that need one clear story across several business lines. This case is most useful if:
- you have recently merged or combined with another firm
- each side still describes itself in its own words and tone
- platform, advisory and training offers read as separate businesses
- you want positioning grounded in how the market actually searches
The Challenge
Position Green, a Nordic ESG data and sustainability platform, had recently combined with a specialist ESG advisory consultancy. Each side had its own "About Us" narrative, its own tone and its own way of describing what it did.
Advisory, academy, platform and assurance capabilities needed to read as one coherent company, not a platform business with a consultancy bolted on.
Our Approach
We built the positioning as a system rather than a single tagline.
- Search-grounded language: taglines and messaging mapped against real search demand, with seed keywords such as "ESG performance", "ESG management" and "ESG data" scored by monthly search volume and keyword difficulty.
- A unified "About Us" narrative: both organisations' capabilities (advisory, academy, platform and assurance) brought into one voice and value proposition.
- Tagline hierarchy: taglines for each business area (Corporate, Advisory, Academy, Platform and Assurance), iterated so each still read as part of the same whole.
Impact
One narrative across every business line. Both halves of a recent combination now spoke with one voice, backed by consistent keyword logic.
Built to hold as the company grows. A positioning system, not a one-off tagline exercise that would need redoing at the next reorganisation.
After a merger, the language usually lags behind the org chart. Grounding it in search demand gives both sides a neutral reference point.
Delivered while employed at NoA Ignite. Any public information referenced here is used for identification and does not imply endorsement.
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