How your company expresses itself verbally will not be understood in isolation, but in its competitive context. As you begin to define your objectives, carefully scrutinize the competitive landscape. Examine the names being used by your most significant competitors and objectively evaluate the messages they convey. How do these messages compare to those you have identified as being critical to convey to your target audiences? What ideas have been appropriated by your competitors and are best avoided? Where might there be an opportunity to say something fresh and compelling?

Similarly, assess the imagery that has been employed by your competitors. What image attributes are they promoting through their use of language, tone of voice, graphic design, the style of their advertising? What stance is being taken? What attitude, both toward the offer and toward the audience, is being expressed?

Within this competitive context, what key brand messages and image attributes will honestly, positively, and appropriately distinguish your company from the competition?

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