Drive your Wedge

Know exactly what makes you different and how to market it

A deep, deliberate process to uncover your brand's true Wedge. Not a workshop exercise. A rigorous strategy grounded in data—a real strategic Wedge you can drive into the market.

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You know you're different. You just can't articulate it.

Your team knows it. Your champions have opinions. But when it comes time to explain what makes you different—something falls apart. The words don't land. The positioning feels generic. And your differentiation stays locked inside the company.

You sound the same as everyone else

You've looked at your competitors. You know what makes you better. But when you try to explain it, you fall back on buzzwords and jargon that sound smart but couldn't tell you apart from the next company. They could swap logos tomorrow and no one would notice.

Your differentiation lives in people's heads, not your go-to-market

You know what makes you different, but does your market? Does your content, copy, and the people who work with you understand it? Without a clear, documented Wedge that everyone can rally around, your differentiation stays trapped as tribal knowledge—invisible to the customers who need to hear it.

Uncover your unique differentiation and communicate it across every customer touchpoint

We use proprietary data tools and strategic rigour to find what actually sets you apart—not what you wish made you different. Then we build it into a Wedge your entire team can use, from messaging to campaigns to sales conversations.

What you walk away with

Minimalist green landscape with scattered white blooms

Differentiation that makes its way into your marketing

Rigorous customer positioning, differentiation, and messaging that doesn't sound like your competitors. We build a Wedge that your entire team can rally around—from C-suite to boots on the ground, from brand to demand, from thinking to production. Everyone speaks the same language.

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Alignment across your entire team

No more misalignment between what sales says and what marketing promises. You get a shared language and positioning framework that every team — from sales to customer success — can use to tell the same story, in their own way.

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A detailed plan that makes it stick

We map your Wedge across every touchpoint — website, social, ads, sales collateral — and build a phased rollout plan with clear owners and priorities. Every function gets what they need to run with it.

How we deliver your differentiation strategy

Market Intelligence & Competitive Analysis

Uncover your difference using custom data tools

Using proprietary AI-powered tools, we analyse competitors, market signals, and customer language to map the territory. What are competitors saying? What's saturated? What language does your audience actually use? Every Wedge is grounded in real market evidence. We bring this to you for validation and refinement.

Strategic Positioning & Messaging Framework

Pressure-test it against the market

We distill the insights and run them against strategic criteria. What makes a Wedge defensible? What's sharp enough to cut through? We work with your team to pressure-test angles until we surface the tightest articulation of what sets you apart. Clear, own-able, built to last.

Rollout Plan & Campaign Integration

A detailed plan that makes it stick

Insights and resources

Your Audience Personas Were Built For Media Targeting, Not Storytelling

October 23, 2025

Insight

Your Audience Personas Were Built For Media Targeting, Not Storytelling

Traditional demographic-based audience personas fail at content creation. Learn how to build personas around customer transformation using the Ladder of Transformation framework.

Read article

The Five Types of Bottom of Funnel Content & How to Make Them

October 16, 2025

Insight

The Five Types of Bottom of Funnel Content & How to Make Them

Part four of our content funnel series. Discover five strategic lenses for bottom-of-funnel content that converts trust into revenue — without ruining the vibe or going full car salesman.

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The Five Types of Middle of Funnel Content

October 9, 2025

Insight

The Five Types of Middle of Funnel Content & How to Make Them

Part three of our content funnel series. Discover five strategic lenses for middle-of-funnel content that transforms followers into customers — plus the ideal content mix to build trust and drive sales.

Read article

Frequently asked questions

What does a differentiation strategy involve?

A differentiation strategy uncovers what genuinely sets your brand apart from competitors and documents it in a way your entire organisation can use. Wedge uses proprietary data tools and competitive analysis to find your unique market position based on evidence, not assumptions. The output includes customer positioning, clear messaging, and an activation roadmap that ensures your differentiation shows up in campaigns, sales conversations, and every customer touchpoint.

How does Wedge uncover a brand's differentiation?

Wedge uses proprietary AI-powered tools to run a full competitive landscape analysis. We examine what competitors are saying, what language is saturated, and what your audience actually responds to. We look at local and international markets to surface insights most businesses are guessing at. From there, we pressure-test angles against strategic criteria until we find the tightest articulation of what sets you apart — clear, ownable, and built to last.

Why can't I just articulate my differentiation internally?

Most brands know they're different but struggle to articulate it in a way that resonates externally. Internal teams often default to buzzwords, jargon, or feature-based language that sounds interchangeable with competitors. Wedge brings an outside-in perspective grounded in market data — what your customers actually care about, what competitors are missing, and what language cuts through. The result is a Wedge your whole team can rally around, from C-suite to boots on the ground.

What deliverables come with a Wedge differentiation strategy?

You receive a documented Wedge with messaging guidance, a rollout plan covering how your differentiation shows up in sales conversations, campaigns, website copy, and pitch decks, plus an activation roadmap built for how your organisation actually operates. The strategy includes alignment frameworks so sales, marketing, brand, and digital teams all speak the same language. It's designed for immediate use, not a deck that sits on a shelf.

How long does a differentiation strategy engagement take?

A typical differentiation strategy engagement moves through three phases: competitive landscape mapping using proprietary data tools, strategic positioning and pressure-testing with your team, and final documentation with rollout planning. The timeline depends on your market complexity and stakeholder availability, but the process is designed to be rigorous without dragging out. Wedge prioritises speed to insight so your team can start activating sooner.

Wedge Lab calls Wurundjeri Country home. We wish to acknowledge the Traditional Owners and their continued connection to land, sea, culture and community. We pay our respects to Elders past and present.