Positioning Your Brand

How to position yourself to stand out

Successful brand positioning will help you identify how you fit among your competitors and what sets you apart. If you want to be known by your potential customers then you need to know yourself. When Wigwam approaches branding, here are some notes related to our brand positioning process…

2 main questions you need to answer:

  • What makes your company different?
  • Why do you do what you do?

Positioning Statement

For (target customer)

Who (statement of need or opportunity)

(Product name) is a (product category)

That (statement of key benefit)

Unlike (competing alternative)

(Product name) (statement of differentiation) (differentiation statement)

Take Wigwam For Example

Wigwam is a creative agency THAT helps companies and organizations connect with their potential audience. UNLIKE traditional ad agencies, marketing companies, or digital agencies, Wigwam Creative blends what other disparate agencies have to offer in a consistently reliable and impactful way to fully connect you with those who could be interested in your product or service.

I realize this is quite a run-on sentence, but it was a starting point for Wigwam as we began to do our own positioning work.

Unique Selling Proposition

What other companies are similar to you?

  • List out their strengths
  • List out what they don’t do (or weaknesses)
  • Why would someone pick your product over theirs?

Want Some Help?

We have some formal group processes to help companies and organizations position themselves among their peers/competitors. You’ll leave our process with formal brand positioning statements and be well on your way to a solid brand foundation. Fill out our connect form to get in touch.


About the Author

Pete Larson - Director of Digital Strategy + Principal

Pete has 18+ years of experience concepting and delivering digital products or experiences to successful brands. He's passionate about helping brands establish authentic online presences that flow from their company's core purpose.

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