”Competitive Positioning Strategy – The most critical aspect of your brand is answering the questions: What sets your product, service, and company apart from your competitors? What value do you provide and how is it different from the alternatives?
Most businesses can not answer these questions honestly or with conviction. At SpellBrand, we help clients define how they “differentiate” their offering and create value for their market segment. It is about carving out a place in the competitive landscape and having a laser-like focus to deliver on the brand promises that are made.
OUR COMPETITIVE POSITIONING STRATEGY INCLUDES:
Market profile: size, competitors, stage of growth
Customer segments: groups of prospects with similar wants & needs
Competitive analysis: strengths, weaknesses, opportunities and threats in the landscape
Value proposition: the type of value you’ll deliver to the market
Positioning strategy: how you’ll position your offering to focus on opportunities in the market.
To create a robust positioning strategy that will help your brand differentiate itself in the marketplace, we use the following methods and techniques:
Here we will evaluate your competition and determine the strengths of each. It’s important to understand the competitive landscape prior to selecting the mindshare you want to own or gain. The competitive landscape can shed light on new opportunities or identify mindshare already owned by a competitor, that you might not be able to win. This includes:
Evaluate Competition and Complete SWOT Analysis
In this section we will figure out how you respond when someone asks “what does your company do?”. This includes:
Review competitor’s messages
Outline content to include in messages
Determine tone of messages
Method For Delivering Value
One of the key elements of your brand positioning strategy is your value proposition — not your selling point or your messaging — but the method you use to deliver value to your market at the highest level. This includes:
Select Value Proposition
Review Competitor’s Value Propositions (If Possible)
Analyze The Market
Here we will summarize and review your key market data before determining your ultimate competitive positioning strategy and the mindshare that you’d like to own. This includes:
Create Competitive Positioning Matrix
Define Competitive Positioning & Strategy
competitive positioning strategy service
FINAL DELIVERABLE: This section becomes a Positioning Strategy document outlining all the above sections with clear actionable items, suggestions, guidelines and text/content for direct use.