Competitive positioning analysis
Understand how your offer is really perceived – and where it genuinely differentiates
If your audiences can’t clearly explain why they should choose you over a competitor, differentiation can erode – leaving price to do too much of the heavy lifting. The Competitive Positioning Analysis provides a clear, evidence-based view of how your offer is positioned in its marketplace, where it’s indistinguishable from the competition – and where there is genuine opportunity to stand out.
Know your current position
This focused diagnostic helps organisations to step back from individual relationships and see their offer as the market sees it. It’s not a branding exercise or a sales script. It’s a strategic diagnostic for organisations that sell judgement, capability and expertise. It identifies:
- How your offer is positioned relative to competitors
- Where gaps between intended differentiation and reality lie
- Where opportunity exists
Why might you need a Competitive Positioning Analysis?
Cutting through the noise can be particularly useful when:
- Your market feels crowded and samey
- Different teams and individuals all describe your offer in different ways
- Clients choose you based on price or existing relationships
- You’re preparing for growth, change or increased scrutiny
Who is it for?
The Competitive Positioning Analysis is designed for expertise-led and consultancy-based organisations. It’s particularly useful when:
- Different leaders describe the offer in different ways
- You’re relying on strength of personal relationships – and your proposition flexes to fit conversations, rather than the market
- Competitive pitches or RFPs expose a lack of clarity or consistency
- Clients struggle to understand what makes you different – especially when contacts change
Delivery
- Short, fixed-length engagement
- Senior-led analysis and synthesis
- Providing rapid clarity, without unnecessary disruption
Outputs
- A clear view of your current competitive position
- Identification of areas of genuine differentiation – as well as “false” differentiators
- Insight into where your offer is misunderstood or underplayed
- Clear, prioritised opportunities for immediate and longer-term action
Next steps
- Have a short exploratory conversation
- Confirm scope and focus
- Schedule intervention
Schedule a Competitive Positioning Analysis to get…
Clear market view
Genuine differentiation
Decision-ready insight
Reduced reliance on relationships