Case Study:
How One Business Used Positioning and Branding to Succeed
In a recent interview with a business leader that markets high-end custom woodwork/millwork products to consumers, we came across a great story to share about how companies with high-end brands can achieve differentiation by investigating niche positioning and great branding.
As is the case for many companies starting out, the approach to business and branding can shift over time. When this company started out, they entered the market in direct competition with U.S. manufacturers who sold “custom design packages,” ready-made kits manufactured overseas at minimal cost, with free “design services” to sweeten the deal. Originally, this company tried to compete in this market category but ended up rethinking their strategy. As a company truly invested in quality, and with a deep concern for their customers’ needs, they saw an opportunity to differentiate through brand positioning.
