Whatever the industry of your business, you have competitors. So how do you position your brand to attract attentive, loyal customers? The process of brand positioning works best when we identify two key elements: points of parity and points of difference.
Think about your competitors and your industry. Points of Parity – What do customers want from your product that should be common ground among all the companies? Points of Difference – What or how do you provide that is unique to your competitors?
Understanding your competitors, their offerings, and the offerings your customers want helps you address the basics and then go above and beyond with the value-adds that you provide. This helps you position your brand appropriately.
When considering how to set yourself apart from your competitors, it helps to define how to attract the right customers to you. Check out this first post in my four-part series about How to Attract the Right Customers.