The role of research and competitor analysis
To understand how your customer experience lands with real people, research is essential. At Belong Creative, we never start with assumptions. We start with listening.
We begin by conducting interviews with business leaders to align on brand direction and organisational goals. We also run collaborative workshops with internal brand or marketing teams to surface lived knowledge and historical insights. From there, we speak with customers and employees directly to understand what they truly value, then validate key themes through surveys and data analysis.
We also look outside your business. It’s important not to develop your messaging in a bubble. That’s why we conduct desktop research into five competitors in your space, analysing how they position themselves, what messages they lead with and where they might be vulnerable. We often include aspirational brands in this mix, those operating at a higher level of maturity, to benchmark best practice and identify where your brand could grow.
This process helps reveal the ‘white space’ — the messaging opportunities that are currently underutilised or unclaimed in your market. By positioning your experience in a way that is not only authentic but also differentiated, your brand becomes easier to choose and harder to forget.
Your difference doesn’t need to be revolutionary. It just needs to be real. Maybe it’s your approach, your process, your price model, your speed, or your philosophy. And it’s not just about what’s different — it’s about how you deliver. Are you consistent? Do you follow through on your promises? Do you make the experience enjoyable?
Whatever it is, own it — and make sure it feels meaningful to your audience.
CVP tip: Avoid generic claims like “best in class” or “trusted partner.” Be specific. If you say you’re better then prove it.
