Differentiate Your Positioning

Are you struggling to articulate and differentiate your positioning?

We understand, and you are not alone. Try this.

Start by listing what you do and the tools you use. 

Great, now never use this list to attract clients or attempt to differentiate your brand from your competition. 

Why? Because, more than likely, these are all commodities, and if you attempt to market yourself through the commodification of your company, you’ll find yourself in a race to the bottom on pricing since consumers want the lowest price for these things. 

Now, start a second list of why you do what you do and what outcomes you seek with every engagement. 

This part of the exercise should feel good because you’re reminding yourself why you do what you do. These are the fulfilling parts of your company/job and its purpose. 

Now, take this list and draft it up as a core message for your brand—shoot for no more than three sentences. Your core message is the message you want everyone and everything associated with your brand to think, feel, express, and embody. 

Congratulations, you have the bones of your differentiator and brand position. Use this as a guide to ensure all marketing, assets, actions, and communications convey your core message.


Are you looking to grow your business with a stronger brand?

Bobby Gillespie


With 24 years of creative experience in leadership, planning, and executing performance-based branding and web design strategies, Propr and I help small and medium-sized companies and organizations grow revenue, attract new customers, manage and scale their brands, and improve marketing performance.

I’m also the author of Build Your Brand Like You Give a Shit.
Connect and follow me on LinkedIn.

Schedule a call to learn how we can help you transform your brand for consistent and better performance.

About Propr

Propr Branding and Web Design Best of Maryland Awards

Propr is a boutique brand strategy and creative agency. We help companies and organizations grow through high-performing brand strategy, graphic & identity design, messaging & custom WordPress website design & development. Performance and results drive our passion for service. Let’s do great things for your brand together.

Ready to transform your brand for consistent and better performance? Contact us today!

Unleash the Power of a Design System

By: Bobby G    03/2023

By: Bobby G


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Propr, the growth advisory & creative services firm.
Performance & results drive our passion for service.
Let’s turn your vision into reality.

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