Determining your brand’s position is important to your success. You must know how you stack up against your competitors, how your buyers perceive you, and most importantly, how you perceive yourself. It’s a lot of looking inward, but you must scrutinize thoroughly to ensure your outward appearance is in line with your mission and values. Here are three crucial elements to investigate.

Unique

Be honest. How many other brands out there sell similar products or services? Without the possibility of an entirely new and impossible-to-replicate product, what makes any one company different from then next? That’s what you must determine with your own brand.

Positioning your brand requires that you investigate companies with similar services or products and determine your differences. Scrutinize your competitors and then your own company. Then capitalize on those things that set you apart.

Clear

Have you ever watched a commercial or read an ad and wondered what product was being sold? If so, you know the dangers of unclear messaging. When that lack of clarity extends to your whole brand, you’re in serious trouble.

Conveying your brand is a big step toward positioning your brand, and clarity is key. What is your brand about? Why should your buyer personas choose you over the competition? What are you passionate about? Where is your company going?

If you can’t answer these in a way that your buyers understand and support, then it’s time to stop and refocus.

Authentic

Nothing leaves such a bad taste in a buyer’s mouth as a brand that’s trying to be something it’s not. It’s the same with people, really. We don’t like fake things—not in our food, our clothing, our diamonds, or our brands.

Not only that, aiming for a brand vision that just doesn’t mesh with your own values can be exhausting. Why waste time trying to be something you’re not? And when you’re ready to say exactly who you are, then it’s time to be that brand, too.

Does your product match your values? Does your content support your claims? Do your buyers see your difference clearly? If you’re not sure, chances are you’re missing the mark.

With these three factors in place, your brand positioning is set. Are you ready to take a closer look?