Think differently.

Get ahead.

Competitive Positioning

Find how your business is genuinely better than and different from your competitors


Creating Branding that makes your business stand out markedly from your competitors, driving far more customers to choose you.


Develop a compelling new strategy to get ahead of your competitors and outperform

Fresh Thinking is all about providing ambitious Business Owners with a outstanding skills to think differently and get ahead in 3 essential areas that many SMEs really struggle with.

All designed to push these businesses materially ahead of their competitors, so significantly more customers choose to do business with them.

Competitive Positioning

Competitive Positioning is the most powerful commercial weapon a business can discover. Most companies just sell products and services on features and benefits, very few businesses are genuinely Competitively Positioned. Those that are simply outperform those who aren’t, usually by a large margin.

Our work identifies how a business is genuinely better than and different from their competitors, in areas that their customers value most highly.

We then craft it into a compelling format, which becomes the best explanation of why customers should buy from them rather than their competitors. The business then puts this at the heart of everything they do, resulting in significantly more customers choosing them.

Competitive Positioning is essential these days because we live in a massively over-communicated society. There is so much competition and every customer has so much choice. Crucially, customers can only properly take in a tiny fraction of the messages they see every day.

The oversimplified messsages of Competitive Positioning are the thing that deals with the difficult problem of getting your key messages heard and embraced in our over-communicated world.


Branding is definitely not all about logos, colours, fonts and the rest! All Brand work should always start with by far the most important component, which is identifying a company’s strong, compelling Competitive Positioning.

Our work always starts with this. Once we’ve identified how a business is genuinely better than and different from its competitors, we use it to drive everything about the look and feel of your external brand – visual identity (logo), strapline, colour palette, tone of voice, font, image style and team behaviours.

This means that everything you are portraying to the outside world is saying something powerful about how you outstrip the competition in your industry.

This approach makes a hugely stronger emotional connection with the mind of your Prospects. Everything about your brand is centred on the things that your target customers value most highly.

Your Brand will be far more memorable, so you remain uppermost in the minds of your Prospects for future opportunities.

Too many businesses fall into the trap of doing external brand stuff without first discovering their genuine, compelling Competitive Positioning. And then wonder why it’s not having the impact they were seeking. Don’t let that be your business.


Research shows that only 5% of SMEs create a written Strategy each year. Yet those that do end up being 20% to 30% more profitable, cumulatively every year. That’s massively more profitable after just a few years.

The 2 main reasons given by Business Owners for not creating a Strategy are a perceived lack of skills and a lack of time. We solve both of these problems, bringing all the Strategy skills you need and helping you create the time.

We lead the approach with you and your Senior team to create a compelling, practical Strategy, identifying the initiatives that will differentiate you from your competitors and add most value.

We can also create an Action Plan, and lead as much or as little of the implementation as you’d like, to make sure the Strategy delivers results.

Contact us today

We’re always up for an exploratory chat if you’d like to find out more about Fresh Thinking, and how we can help your business to think differently and get ahead.

01302 515552

Office 1, 2 Wesleyan Court, Everton, Nottinghamshire, DN10 5DN