Information Architecture: Company Positioning and Communication Strategy

Competitive Positioning:

first you need to gauge the company's competitive position, which is the position a company occupies in their particular market in relationship to its competition. Competitive Positioning is the process of identifying the company's unique niche. First start with the Competitive Analysis , then answer the questions below.

Who are you?
The name of the company and a clear explanation of the meaning of the name
What do you do?
The company's product/services
How is the company/product/services different from the competition, what sets them apart from the crowd?

Understanding the difference between a company and its competition is essential. You need to be able to clearly state these difference before you can start on the Communications Strategy that will in turn support the perceived brand. Some differences might lye within the realm of:

innovation
cutting edge
efficient
cost-effective
reliable
luxurious
industry leader
experienced
environmental efficient
streamlined.

These are just a few ideas to get you started.

example Creative Brief set-up

COMPANY NAME

CREATIVE BRIEF cont.

COMPETITION POSITIONING
Clearly articulate exactly what makes the company different from the competition.