Positioning Your Brand in a Crowded Market

One of the most common questions we hear from prospective clients is: “How can you help differentiate my brand from competitors?” In truth, positioning your brand in a crowded market is first and foremost a business decision—one that should start with your operations and extend through your brand identity. We look to our clients as partners in this process and specialists in their field, whether that be hotels in a particular town or the current state of medicinal mushroom products. With their assistance, we are able to identify significant competitors and articulate a unique value proposition, while also bringing to the table inspiration from companies in adjacent fields.

At the same time, we’ve found that focusing too much on what your competitors are doing can be a mistake in the branding process. While looking at their messaging, design and overall marketing strategy can be an effective way to identify opportunities for differentiation, ultimately, any choices you make should be primarily informed by the authentic, everyday details of how you conduct business. In short, we believe that the best creative work is rooted in something real: your business’ backstory, your company culture and the way you approach customer interactions.

Take, for example, your core messaging and logo design. If your company is rooted in approachable, people-centric small business practices, we would naturally lean into evoking those values in your branding. However, if your primary competitor is a higher priced luxury brand with eye-catching packaging and printed materials, you may find yourself wanting to compete in the same sandbox, rather than focusing on the more down-to-earth perspective your company brings to the market.

In turn, one of the most important tools we use to refocus the creative process is a custom branding questionnaire and discovery call. From identifying your target audiences, to discussing your unique value proposition, this in-depth look at your company sets the foundation for a meaningful approach to brand positioning that is more informed by the why, what and how of your story and services, rather than simply worrying about how your competitors are approaching the market.

To learn more about how our creative process has guided previous clients in their market differentiation, check out the following work examples: