Lessons / Module 3: Brand Voice and Positioning
Brand differentiation
If you could swap a competitor's logo onto your copy and nothing felt wrong, the copy isn't doing enough. Differentiation is about giving the reader a reason to pick this option over the alternatives, including doing nothing.
In this lesson
- Positioning in plain language
- Where differences come from
- Finding a real difference
- When there's no big difference
- An exercise to write up, with feedback on your answer
- Takeaways
The rest is part of Sealis Projects
The full lesson, every lesson's exercise, the six client projects, written feedback and your portfolio come with Sealis Projects: A$29.99 one-off, with no subscription. Studio accounts include it.