Moving From Indistinguishable to Indispensable
An indispensable brand is one that represents how the company wants to be perceived in the minds of its customers, prospects, and partners. And one that customers truly can’t live without.
This process begins by developing a meaningfully differentiated brand positioning strategy. Whether launching a new brand or refreshing an existing one, a brand positioning strategy should impact every facet of the business—not just marketing- and advertising-related activities, but also product development, service, support, and customer experience. It represents the heart and soul of the brand, ultimately serving as the guiding North Star for all activation efforts.
So, how do you create a meaningfully differentiated positioning strategy for an indispensable brand? There are four distinct ways—and questions to answer—that can help: