The value of strategic positioning


The competitive landscape of Alberta business presents a significant need for strategic messaging and positioning. Before you plan the launch of your business, it is vital to identify the role it will take within the market. This is where public relations comes in.

In reality, every business wears many different hats. From distribution and sales, to marketing and financial management, there is a great deal of information to be considered when developing the identity of your organization.

We have compiled some of our preferred tactics for effective positioning within competitive environments:

1. Start simple. A basic strengths, weaknesses, opportunities and threats (SWOT) analysis can provide insight into both internal and external factors that can affect the success of your business. A SWOT can illuminate your unique value, giving you a foundation to build your strategic messaging upon.

2. Write a positioning statement. This one-sentence talking point is something you can build your strategy around. Be mindful not to write this is an insult to your competitors, but instead use it as a tool to prove why you deserve your clients’ business.

3. Write clean, clear and concise key messages. These will be your most valuable tool when promoting your business. Weave these messages into all forms of your communication so clients always remember why your business is unique.

4. Identify the audiences that directly influence your success. Your key messaging should be created in consideration of and targeted toward these groups.

5. Repeat, repeat, repeat! Start off each day with a reminder of your mission, vision and mandate. The better you know it, the better you can communicate it.

Are you looking for advice as to how to strategically position your business? Email us at to get started.