An essential part of developing a branding strategy is to identify and select the right competitive advantages to obtain the desired market position. A competitive advantage is based on the perceived value being offered to the customer. Positioning begins through differentiating these values. A company can differentiate a market offer along the lines of Company, Product, Service, Personnel and Image within an existing category or in a new category that the company itself defines.
What position or positions to promote?
There is the concept that people identify with and remember when a company is “Number One” in a particular area. People identify the company’s services with attributes, e.g., “best quality,” “best service,” “lowest prices,” “best value,” — “most advanced technology.” With enough reinforcement, a company will become known for that attribute.
The initial task is to establish a claim to primary positioning attributes. Primary attributes differentiate a company or product while secondary attributes fill out or amplify a branding profile; however, they are also easily mimicked by competition.
The question is, what attributes best convey a true and supportable positioning platform for a brand?
The following is an initial listing of possible attributes for company, product or service branding, and considerations for the support areas of service, personnel and image.