A BLOG ABOUT COMMUNICATING COMPETITIVE ADVANTAGE
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Key message development example:

Business / Brand Name: GREETING SEATTLE
Business Type:  Gift and Greeting Card Store

FIRST STEP: WRITE A POSITIONING STATEMENT

A positioning statement is an internal strategic brief used to guide development of the business and inform its marketing -- a short description of your business
and the competitive qualities that set it apart.  Writing a productive positioning statement requires a thorough understanding of your market, including your customers, competitors, trends, etc. and a thoughtful analysis of the strategic factors in your favor. 

Here is Greeting Seattle's positioning statement, which the owners wrote after conversations with customers and employees:
Greeting Seattle offers a competitively broad selection of greeting cards, small thoughtful books and gifts and

Content © by Brian E. Faulkner.   All rights reserved.