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Building a strong competitive advantage

An effective brand strategy enables companies to differentiate themselves from their competition. It is critical to commercial success and dictates the direction of the organisation.

It establishes how the company leverages its core strengths to provide better customer value compared to its competition. To do this it is vital to understand the company’s core capabilities, the customer market, and the competitive environment.

The goal is to establish clear differentiation over competitors. To do this the organisation must consider 3 key areas:

• Which markets to compete in
• What the basis of the company’s competitive advantage is
• How and When to enter each market

Central to the brand strategy process is developing of a clear company value proposition which the business is aligned behind.

‍The value proposition framework

A well-crafted value proposition underpins any successful business or product. It defines what you do, the value you provide your customers and how you differentiate your business. Creating a strong value proposition, however, is often overlooked by business leaders and requires time and skill.  

A value proposition has the following three components:

• Customers: who they are, what jobs do they want to accomplish, and their pains and gains
• Solution: the features and benefits of your offering
• Competitors: the areas where you outperform or perform comparatively with your competition  

Studio Laker's framework builds on Strategyzer's Value Proposition Canvas:

Learn how to build your value proposition

Studio Laker offers highly interactive, hands-on workshops where you learn how to craft your business value proposition. We take you through the steps needed to understand your product, customers and competitors. You will do a deep dive into your customers and their motivations, the features and benefits of your solution and your competitive performance.

You will leave the workshop with a solid understanding of your value proposition along with you high level business narrative to explain your business to customers and investors.

The workshop is suitable for:

• CEO’s and senior management teams
• Marketing and product teams
• Sales and strategy teams

Get in touch to book your place on the next workshop.