Brand Differentiation

Strategies for Differentiating Your Brand

Now it's time to articulate the primary value that sets you apart from your competition. Your differentiator must be unique, relevant to your target market, and something you can deliver over the long term. There are a variety of differentiation styles you can use to highlight your competitive advantage and the value you offer your market. Read more

Defining Your Company’s Mission, Vision, and Core Values

You can't properly position your brand until you're clear about what your company stands for—the values you want to abide by for the long-term. Mission, vision, and values statements give your company a shared worldview and purpose that will serve as an anchor through both the monotony and chaos of running a business. Know how to make yours effective. Read more

Coming Up with Your Company’s USP and Value Proposition

When done well, value propositions and unique selling propositions will shock your prospects awake by helping them realize they have a pain point they didn't even know needed solving. They're the two most significant tools you have to explain to your prospects why they should do business with you. Read more

Writing Your Brand Positioning Statement

Your brand positioning statement is like the concentrated crystals that remain at the bottom of the glass after you've mixed all the above research and writing together and let them sit... until all the non-essentials evaporate in the sun of Contemplating Your Business Purpose. It will ultimately support all your marketing messages and bring clarity to all your sales strategies. Read more