Define

Identify your unique selling proposition

Every business must be rooted in a clear understanding of how it achieves competitive advantage. To define this, you need to answer some strategic questions:

  • What category do you compete in?
  • Who are your primary competitors?
  • Who do you serve?
  • What benefit do you offer that emanates from your Ideal?
  • What are your essential points of difference vs. your rivals?
  • Where must you maintain competitive equality (points of parity)?

Answering these questions is critical to ideals-inspired brand building. We have found you cannot be successful without engaging in these questions—and clearly acting on the choices.

Need help defining your strategic fundamentals? Learn about our Define workshop. Or contact us today.