Customers are always comparing you to other companies. That's one reason brand identity is so important to business strategy. "For existing brands, identity is the source of brand positioning. Brand positioning specifies the angle used by the products of that brand to attack a market in order to grow their market share at the expense of competition," says Jean Noel Kapferer in his eponymous book "The New Strategic Brand Management."
Kapferer proposes that companies use the following formula to clarify their brand positioning:
"For … (definition of market), Brand X is … (definition of frame of reference and subjective category), which gives the most … (promise or benefit) because of … (reason to believe)."
Yours might look something like this:
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Source: Jean-Noel Kapferer. The New Strategic Brand Management (171-199) London. Kogan Page. 2008