{"id":229865,"date":"2020-10-20T13:17:30","date_gmt":"2020-10-20T20:17:30","guid":{"rendered":"https:\/\/4mperformance.com\/?page_id=229865"},"modified":"2021-08-16T15:38:43","modified_gmt":"2021-08-16T22:38:43","slug":"brand-positioning-and-your-competitive-frame-of-reverence-a-step-by-step-approach","status":"publish","type":"page","link":"https:\/\/4mperformance.com\/brand-positioning-and-your-competitive-frame-of-reverence-a-step-by-step-approach\/","title":{"rendered":"Brand Positioning and Your Competitive Frame of Reverence: A Step-by-Step Approach"},"content":{"rendered":"\n<h3 class=\"wp-block-heading\">Any brand consists of two components: its Identity and its Position A brand&#8217;s Identity (aka its DNA) articulates what the brand stands for and what the business believes in. A brand&#8217;s Position defines:<\/h3>\n\n\n\n<ul><li><strong>HOW<\/strong> it compares and competes against other brands<\/li><li><strong>WHO<\/strong> you are selling to<\/li><li><strong>WHAT<\/strong> is the business&#8217;s purpose<\/li><li><strong>HOW<\/strong> to create unique value for customers<\/li><\/ul>\n\n\n\n<h2 class=\"wp-block-heading\"><strong><span style=\"color: #993366;\">&nbsp;A Brand&#8217;s Competitive Frame of Reference (CFR)<\/span><\/strong><\/h2>\n\n\n\n<p>The CFR is the IMAGE you want customers to have of your brand within the market category you function in. The THINGS you do for customers that no other business in your CFR does or does badly, or not as efficiently. This unique value articulates customer benefits vs. product\/service functions.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong><span style=\"color: #993366;\">Step 1: Think Differently About What Business Your Business Is In<\/span><\/strong><\/h3>\n\n\n\n<p>Consider <strong>WHAT<\/strong> your brand does for consumers vs. what you <strong>SELL<\/strong>. For example, if you are an insurance broker you are really in the business of selling &#8216;peace of mind to customers. If you own a store that sells sneakers, you are really in the inspiration and status business.<\/p>\n\n\n\n<p>Create a list of the possible businesses you are <strong>REALLY<\/strong> in and identify the leading brands in each. The one that most directly reflects <strong>HOW<\/strong> their core customers think about <strong>WHAT<\/strong> they do is probably their most effective CFR.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong><span style=\"color: #993366;\">Step 2: Consider The Life-stage Of The Brand<\/span><\/strong><\/h3>\n\n\n\n<p>If you are a start-up or emerging business you should define your CFR more narrowly since your primary challenge is getting customers to choose you over existing competitors. Later in the life stage of your brand, you can define your CFR more broadly.<\/p>\n\n\n\n<h4 class=\"has-text-align-center wp-block-heading\"><span style=\"color: #993366;\"><strong>The answers to Steps 1 and 2 will provide an understanding of the best definition and <\/strong><\/span><br><span style=\"color: #993366;\"><strong>scope of your CFR.<\/strong><\/span><\/h4>\n\n\n\n<h3 class=\"wp-block-heading\"><strong><span style=\"color: #993366;\">Step 3: List Key Competitors in Your CFR and The Unique Benefit Each Delivers in The Marketplace<\/span><\/strong><\/h3>\n\n\n\n<p>Use industry research, analysts&#8217; reports, social media, published communications, press releases, etc. to help understand each competitive brand&#8217;s strengths and differentiation. Then, develop a description of each competitor&#8217;s unique benefit.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong><span style=\"color: #993366;\">Step 4: Prepare Charts Which Identify The Competitive &#8216;White Space&#8217; For Your Brand<\/span><\/strong><\/h3>\n\n\n\n<p>Draw several charts, each with an X and Y-axis. For example, low price vs. premium price, women vs. men, online vs. in-store. Plot the relative positions of the brands in your CFR. Make as many charts as required. Refer to Step 1 when thinking of axes.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong><span style=\"color: #993366;\">Step 5: Identify Your Brand&#8217;s Unique Value By Evaluating The Opportunities In The Charts<\/span><\/strong><\/h3>\n\n\n\n<p>For each chart, pinpoint where the competitive &#8216;white space&#8217; is (where there are no competitors) and place your brand in that space. Examine each chart and note the unique benefits of the competitive brands and the value of your brand relative to theirs in the context of the white space. The charts that reveal the most compelling value for your brand should become clear. It will be the ones with the most significant whitespace and the most differentiating benefit.<\/p>\n\n\n\n<div class=\"wp-block-group is-layout-flow wp-block-group-is-layout-flow\">\n<h2 class=\"wp-block-heading\">4M Performance takes the fear out of the future&#8230;<\/h2>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/4mperformance.com\/wp-content\/uploads\/2020\/10\/do-or-do-not-2-1024x576.jpg\" alt=\"Yoda quote\" class=\"wp-image-230345\" width=\"488\" height=\"272\"\/><figcaption>4M Performance<\/figcaption><\/figure><\/div>\n\n\n\n<p>We provide our members reliable insights that you can instantly implement for your business success. These include how-to&#8217;s, tips, and takeaways based upon the 4Ms of business acceleration: <strong>Management, Marketing, Money, Momentum<\/strong>. It&#8217;s the information you need to help boost your business to the next level.<\/p>\n\n\n\n<p>Please let us know what other types of articles or resources will assist you in your business. We want you to survive and thrive through these uncertain times. We&#8217;re here for you!<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"141\" height=\"200\" src=\"https:\/\/4mperformance.com\/wp-content\/uploads\/2019\/12\/4MPLogo-Red-BlueWithText.png\" alt=\"4M Performance\" class=\"wp-image-2718\"\/><\/figure><\/div>\n","protected":false},"excerpt":{"rendered":"<p>Any brand consists of two components: its Identity and its Position A brand&#8217;s Identity (aka its DNA) articulates what the brand stands for and what the business believes in. A brand&#8217;s Position defines: HOW it compares and competes against other brands WHO you are selling to WHAT is the business&#8217;s purpose HOW to create unique [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","episode_type":"","audio_file":"","cover_image":"","cover_image_id":"","duration":"","filesize":"","date_recorded":"","explicit":"","block":"","filesize_raw":"","footnotes":""},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Brand Positioning and Your Competitive Frame of Reverence: A Step-by-Step Approach - 4M Performance<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/4mperformance.com\/brand-positioning-and-your-competitive-frame-of-reverence-a-step-by-step-approach\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Brand Positioning and Your Competitive Frame of Reverence: A Step-by-Step Approach - 4M Performance\" \/>\n<meta property=\"og:description\" content=\"Any brand consists of two components: its Identity and its Position A brand&#8217;s Identity (aka its DNA) articulates what the brand stands for and what the business believes in. A brand&#8217;s Position defines: HOW it compares and competes against other brands WHO you are selling to WHAT is the business&#8217;s purpose HOW to create unique [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/4mperformance.com\/brand-positioning-and-your-competitive-frame-of-reverence-a-step-by-step-approach\/\" \/>\n<meta property=\"og:site_name\" content=\"4M Performance\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/4mperformance\" \/>\n<meta property=\"article:modified_time\" content=\"2021-08-16T22:38:43+00:00\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:site\" content=\"@4mPerformance\" \/>\n<meta name=\"twitter:label1\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data1\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/4mperformance.com\/brand-positioning-and-your-competitive-frame-of-reverence-a-step-by-step-approach\/\",\"url\":\"https:\/\/4mperformance.com\/brand-positioning-and-your-competitive-frame-of-reverence-a-step-by-step-approach\/\",\"name\":\"Brand Positioning and Your Competitive Frame of Reverence: A Step-by-Step Approach - 4M Performance\",\"isPartOf\":{\"@id\":\"https:\/\/4mperformance.com\/#website\"},\"datePublished\":\"2020-10-20T20:17:30+00:00\",\"dateModified\":\"2021-08-16T22:38:43+00:00\",\"breadcrumb\":{\"@id\":\"https:\/\/4mperformance.com\/brand-positioning-and-your-competitive-frame-of-reverence-a-step-by-step-approach\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/4mperformance.com\/brand-positioning-and-your-competitive-frame-of-reverence-a-step-by-step-approach\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/4mperformance.com\/brand-positioning-and-your-competitive-frame-of-reverence-a-step-by-step-approach\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/4mperformance.com\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Brand Positioning and Your Competitive Frame of Reverence: A Step-by-Step Approach\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/4mperformance.com\/#website\",\"url\":\"https:\/\/4mperformance.com\/\",\"name\":\"4M Performance\",\"description\":\"Management - Marketing - Money - Momentum\",\"publisher\":{\"@id\":\"https:\/\/4mperformance.com\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/4mperformance.com\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\/\/4mperformance.com\/#organization\",\"name\":\"4M Performance\",\"url\":\"https:\/\/4mperformance.com\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/4mperformance.com\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/4mperformance.com\/wp-content\/uploads\/2019\/12\/4MPLogo-Red-BlueWithText.png\",\"contentUrl\":\"https:\/\/4mperformance.com\/wp-content\/uploads\/2019\/12\/4MPLogo-Red-BlueWithText.png\",\"width\":141,\"height\":200,\"caption\":\"4M Performance\"},\"image\":{\"@id\":\"https:\/\/4mperformance.com\/#\/schema\/logo\/image\/\"},\"sameAs\":[\"https:\/\/www.facebook.com\/4mperformance\",\"https:\/\/x.com\/4mPerformance\"]}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Brand Positioning and Your Competitive Frame of Reverence: A Step-by-Step Approach - 4M Performance","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/4mperformance.com\/brand-positioning-and-your-competitive-frame-of-reverence-a-step-by-step-approach\/","og_locale":"en_US","og_type":"article","og_title":"Brand Positioning and Your Competitive Frame of Reverence: A Step-by-Step Approach - 4M Performance","og_description":"Any brand consists of two components: its Identity and its Position A brand&#8217;s Identity (aka its DNA) articulates what the brand stands for and what the business believes in. A brand&#8217;s Position defines: HOW it compares and competes against other brands WHO you are selling to WHAT is the business&#8217;s purpose HOW to create unique [&hellip;]","og_url":"https:\/\/4mperformance.com\/brand-positioning-and-your-competitive-frame-of-reverence-a-step-by-step-approach\/","og_site_name":"4M Performance","article_publisher":"https:\/\/www.facebook.com\/4mperformance","article_modified_time":"2021-08-16T22:38:43+00:00","twitter_card":"summary_large_image","twitter_site":"@4mPerformance","twitter_misc":{"Est. reading time":"3 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"WebPage","@id":"https:\/\/4mperformance.com\/brand-positioning-and-your-competitive-frame-of-reverence-a-step-by-step-approach\/","url":"https:\/\/4mperformance.com\/brand-positioning-and-your-competitive-frame-of-reverence-a-step-by-step-approach\/","name":"Brand Positioning and Your Competitive Frame of Reverence: A Step-by-Step Approach - 4M Performance","isPartOf":{"@id":"https:\/\/4mperformance.com\/#website"},"datePublished":"2020-10-20T20:17:30+00:00","dateModified":"2021-08-16T22:38:43+00:00","breadcrumb":{"@id":"https:\/\/4mperformance.com\/brand-positioning-and-your-competitive-frame-of-reverence-a-step-by-step-approach\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/4mperformance.com\/brand-positioning-and-your-competitive-frame-of-reverence-a-step-by-step-approach\/"]}]},{"@type":"BreadcrumbList","@id":"https:\/\/4mperformance.com\/brand-positioning-and-your-competitive-frame-of-reverence-a-step-by-step-approach\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/4mperformance.com\/"},{"@type":"ListItem","position":2,"name":"Brand Positioning and Your Competitive Frame of Reverence: A Step-by-Step Approach"}]},{"@type":"WebSite","@id":"https:\/\/4mperformance.com\/#website","url":"https:\/\/4mperformance.com\/","name":"4M Performance","description":"Management - Marketing - Money - Momentum","publisher":{"@id":"https:\/\/4mperformance.com\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/4mperformance.com\/?s={search_term_string}"},"query-input":"required name=search_term_string"}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/4mperformance.com\/#organization","name":"4M Performance","url":"https:\/\/4mperformance.com\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/4mperformance.com\/#\/schema\/logo\/image\/","url":"https:\/\/4mperformance.com\/wp-content\/uploads\/2019\/12\/4MPLogo-Red-BlueWithText.png","contentUrl":"https:\/\/4mperformance.com\/wp-content\/uploads\/2019\/12\/4MPLogo-Red-BlueWithText.png","width":141,"height":200,"caption":"4M Performance"},"image":{"@id":"https:\/\/4mperformance.com\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/www.facebook.com\/4mperformance","https:\/\/x.com\/4mPerformance"]}]}},"jetpack_sharing_enabled":true,"jetpack_likes_enabled":true,"_links":{"self":[{"href":"https:\/\/4mperformance.com\/wp-json\/wp\/v2\/pages\/229865"}],"collection":[{"href":"https:\/\/4mperformance.com\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/4mperformance.com\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/4mperformance.com\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/4mperformance.com\/wp-json\/wp\/v2\/comments?post=229865"}],"version-history":[{"count":0,"href":"https:\/\/4mperformance.com\/wp-json\/wp\/v2\/pages\/229865\/revisions"}],"wp:attachment":[{"href":"https:\/\/4mperformance.com\/wp-json\/wp\/v2\/media?parent=229865"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}