Branding – Be known for a certain “something.”

Competitive Positioning and Brand Strategy

What sets your product, service, and company apart from your competitors? What value do you provide and how is it different from the others? It’s essential to identify your competitive positioning strategy before your brand strategy can bring it to life.

Competitive positioning is about defining how you’ll “differentiate” your product or service and create value for your target market(s). It’s about claiming a space in the competitive landscape, thrusting your stake in the ground, and securing mindshare in the marketplace – being known for a certain “something.”

Once you have created your positioning statement, it is time to animate and energize your position through your brand strategy.

Branding Quiz

Which of these items below are a part of a branding strategy?

  • Internal forms
  • Emails
  • Letterhead
  • Recorded phone greetingsSteps of Brand Strategy
  • Phone answering
  • Company cars
  • All signage
  • Employee handbook
  • Office space
  • Reception area
  • Employee uniforms
  • Processes and procedures
  • Company colors
  • Company tagline/slogan
  • Company values
  • Company mission
  • Company story
  • Top priorities
  • Awareness
  • Building consensus
  • Strategic foundation
  • Value delivery
  • Customer experience
  • The images you convey
  • The messages you deliver on your website, proposals, and campaigns
  • The way your employees interact with customers
  • A customer’s opinion of you versus your competition
  • Emotional benefits of your product/service

Which did you guess?  The answer is all of them and more. Think of your brand as a person with a distinct personality. Describe him or her, then convey these brand personality traits in everything you do and create, within and outside your organization.

Without brand differentiation, it takes more time and budget to persuade the market to engage with you. Owning a strong position in the market is challenging for most small- to mid-size companies, but you have a better chance of achieving it if you clearly define a strategy and build your brand around it. Allow Verde Martin to help, contact us below or at

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