How to Build a Brand Positioning Strategy That Does Not Just Copy Competitors

A brand positioning strategy is supposed to answer one question clearly: why should a customer choose this business over every other option in the category. In practice, a lot of brands answer that question by looking sideways at competitors instead of looking inward at what they can actually deliver. The result is a market full of businesses claiming the same three or four things: fast, affordable, high quality, customer-focused. None of that creates real competitive advantage, because a claim anyone can make is not a differentiator.