Strong positioning is centered on what a product does best. Once you have a list of competitive alternatives, the next step is to isolate what makes you different and better than those alternatives.

Anyone can differentiate themselves through any offering they have or anything they refuse to offer that their competitors do without thinking.

what factors do they value which you can use to customise and differentiate your product range?

This methodology should include activities that will ensure that the way the firm deals with clients during a client assignment is demonstrably more valuable to the client than the competition’s approach. In essence, the firm should be creating a differentiation in the marketplace: “We’re different because of the way we deal with you.”