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March 2, 2022

Local Marketing Insider #028 // Discover Your Wedge

The most clearly differentiated brands have a wedge. A singular idea that sets the brand apart in the mind of the customer. This week we have 12 examples to get you thinking.

This is a short guide on brand positioning.

Before we start, my question to you: What’s your business’s unique value? 

Do you have the “best selection?” Or the “cheapest prices?”

More importantly, can you sum it up in a single line? 

If you can do that then you’re one step closer to the next goal, your customers communicating that value for you in reviews (that’s where the magic of Trust Marketing lies).

Harry, from Harry’s Marketing Examples, thinks about positioning like this:

Your goal is to own the space in the customer’s mind. You do this by differentiating yourself.

The most clearly differentiated brands have a wedge. A singular idea that sets the brand apart in the mind of the customer.

Identifying your wedge will provide you, and eventually your customers, with a clear understanding of what makes your business stand out. 

I’ve collected 12 examples for inspiration:

Misfit Markets 

Save 40% by buying unsold food, eliminate food waste

Tom’s Shoes

By becoming a customer you become a part of a movement for good


The store is a destination



Enterprise CRM that’s Slack-first


Aesthetically beautiful technology

^Emphasis on the look of the product was a focus for Apple dating back to 1977.


Cool electric cars


No forms, communicate directly with your buyer through chat instead



Anybody can be a designer

Hey (Email Tool)

Better control which emails get your time, and which do not



The dating app designed to be deleted


Outbound is broken, inbound’s the answer


Market through your customers. Buyers prefer to hear from their peers.

I hope you can find your wedge. 

Admittedly, months of work, condensed to a single line is a maddening proposition. 

But, that level of clarity can be a very useful tool. 

If you’d like to keep musing on the topic read Harry’s brand positioning guide.

See you in 2 weeks - Jake, Marketing @Widewail



Jake Hughes

I’m the Director of Marketing here at Widewail, as well as a husband and new dad outside the office. I'm in Vermont by way of Boston, where I grew the CarGurus YouTube channel from 0 to 100k subscribers. I love the outdoors and hate to be hot, so I’m doing just fine in the arctic Vermont we call home. Fun fact: I met my wife on the shuttle bus at Baltimore airport. Thanks for reading Widewail’s content!

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