Your business and/or its products need to be effectively anchored in the mind of existing and potential customers to differentiate from competitors. The process we follow is classical and impactful:

BRAND

• Identifying the direct competition (could include players that offer your product/service amongst a larger portfolio of solutions) 
• Understanding how each competitor is positioning their business today (e.g. claiming to be the fastest, cheapest, largest, the #1 provider, etc.)
• Documenting the provider’s own positioning as it exists today (may not exist if startup business)
• Comparing the company’s positioning to its competitors to identify viable areas for differentiation
• Developing a distinctive, differentiating and value-based positioning concept
• Creating a positioning statement with key messages and customer value propositions to be used for communications development across the organization

PRODUCT

• Defining the market in which the product or brand will compete (who the relevant buyers are)
• Identifying the attributes that define the product ‘space’
• Collecting information from a sample of customers about their perceptions of each product on the relevant attributes
• Determine product’s share of mind
• Determine product’s current location in the product space
• Determine the target market’s preferred combination of attributes 
• Examine the fit between the product and the market