Six steps to creating a differentiating position for your brand 1- Survey your competitors. Identify which is your competitors’ position and if it is likely to gain any traction in the market. 2- Develop a hypothesis What niches of market are occupied by your competitors? Have they missed any you could benefit of? 3- Talk to your target. — Confirm the category and who prospects perceive as the major players in that category — Describe how prospects position the various brands in their own words. — Describe how prospects position your brand in their own words. — Arrive at a description prospects feel best distinguishes your brand. — Assess and discuss the appeal of your list of potential positions. — Assess and discuss the believability of your list of potential positions. 4- Define your position. Final position = relevant positions to your target + areas you can excel in according to your own assessment 5- Support your position. How? Prioritising the more convincing points for your target means believable communication. 6- Communicate your position. Ways of brand communication: advertising, packaging, customer service, pricing plans, corporative buildings decoration… Position should form the backdrop, define your tone and manners and be developed into a theme that frames your relationship with the market. Read the full guide: 6 steps to creating a differentiating position for your brand by @Duffy_Agency http://bit.ly/CompPositionGuide

1. What to do when you want your
brand to be the one
Digital MarDigital Marketingting foror
International Brandsternational Brands
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2. ©2016
Digital Marketing for
International Brands2
Survey your competitors#1: Identify which is your competitors’ position and if it is
likely to gain any traction in the market

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Digital Marketing for
International Brands3
Develop a hypothesis#2: What niches of market are occupied by your competitors?
Have they missed any you could benefit from? Think of it

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Digital Marketing for
International Brands4
Talk to your target#3: Confirm your category and others attributes

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Digital Marketing for
International Brands5
Define your position#4: Relevant positions to your target + Areas you can excel in
according to your own assessment = Final position

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Digital Marketing for
International Brands6
Support your position#5: How? Prioritizing the more convincing points for your target
means believable communication

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Digital Marketing for
International Brands7
Communicate your position#6: Ways of brand communication: advertising — packaging —
customer service — pricing plans — corporative buildings
decoration — …

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Digital Marketing for
International Brands8
with our checklist
©2016
Digital Marketing for
International Brands
Develop the best
value proposition
or download our online engagement e-book

9. Digital Marketing for
International Brands
www.duffy.agency