To stand out among the competition, research, analysis, and strategy is essential. It all starts with collecting research to discover what your loyal and non-loyal target audience believes to be true about the existing brand. This happens through a combination of interviews, doing an online survey or conducting a focus group, and looking at any third party research. Next, you want to analyze this information and do an assessment of competition and the industry as a whole. Then, you take this research, the assessments, and put together a specific strategy and determine your brand’s positioning which specifies how the company can distinguish itself uniquely from the competition. Thorough evaluation of these factors allows for the creation of a plan that will bring the client the most success.