The Position Analysis Questionnaire is one of the most widely used means of job analysis. It is a structured job analysis questionnaire that quantitatively measures job characteristics and correlates them with human traits. Positioning analysis is a process of analyzing how a company's current brand is perceived by the marketplace. When identifying target market opportunities, a company needs to compare the way its brand is perceived with the needs of the targeted market. Small businesses especially want to target markets that offer a good opportunity for success.

Corporate identity is often seen as a collection of visual elements, which are used in various applications to promote the image of an organization. Originally, it was synonymous with organizational nomenclature, logos, the house style and visual elements, but in time visual identity and corporate strategy have become inextricably linked. Some marketing specialists regard corporate identity as the core of an origination’s existence, made up of its history, beliefs, philosophy, technology, people, its ethical and cultural values and strategies. Corporate identity also helps determine the positioning of an organization in terms of its markets and competitors.

What differentiates you is not your logo, tagline or slogan or what your website looks like. Your differentiation is what you offer or do that sets you apart from other companies similar to you. For professional services businesses, which is our area of specialization, it is usually a minor characteristic that a company embraces as its signature difference. Without an obvious or expressed and declared differentiation, it can be difficult for potential customers to detect how you are different and even harder for them to choose you as their preference.