Competitive Positioning Framework

Stand out in your market with strategic differentiation

The Positioning Challenge

In crowded markets, being "better" isn't enough. You need to be different in ways that matter to your ideal customers. Strategic positioning creates that difference.

The Positioning Framework

1. Define Your Arena

Choose where to compete based on your strengths

  • • Market segment focus
  • • Customer problem selection
  • • Solution scope definition

2. Know Your Competitors

Map the competitive landscape thoroughly

  • • Direct competitor analysis
  • • Alternative solution mapping
  • • Position gap identification

3. Create Your Difference

Build meaningful differentiation

  • • Unique value elements
  • • Capability advantages
  • • Experience differentiators

4. Validate & Refine

Test and optimize your position

  • • Customer validation
  • • Message testing
  • • Position evolution

Positioning Statement Template

"For [target customer] who [statement of need], [your brand] is the [category] that [key benefit]. Unlike [primary competitor], [your brand] [primary differentiation]."

Example:

"For B2B companies who struggle with inconsistent brand messaging, The Viable Edge is the strategic brand architecture consultancy that creates systematic foundations for sustainable growth. Unlike traditional agencies, The Viable Edge combines methodology with implementation for measurable transformation."

Common Positioning Mistakes

❌ Being Everything to Everyone

Broad positioning dilutes your message and makes you forgettable. Focus wins.

❌ Competing on Price Alone

Price-based positioning is rarely sustainable. Create value-based differentiation.

❌ Copying Competitor Positions

Me-too positioning makes you invisible. Find your unique angle.

Positioning Evolution Process

1

Research Phase (Week 1-2)

Customer interviews, competitor analysis, market mapping

2

Strategy Phase (Week 3-4)

Position development, differentiation mapping, message creation

3

Testing Phase (Week 5-6)

Market validation, message testing, refinement

4

Implementation Phase (Ongoing)

Roll-out across touchpoints, team training, performance monitoring

Assess Your Market Position

Discover your positioning opportunities and gaps