One way a company can increase its market share is by improving the way its target market perceives it. This kind of positioning requires clear, sensible communications that impress upon existing and potential customers the identity, vision, and desirability of a company and its products. In addition, you must separate your company from the competition. As you plan such communications, consider these guidelines: Research as much as possible about your target audience so you can understand without a doubt what it wants. The more you know, the better you can reach and deliver exactly the message it desires. Establish your company’s credibility so customers know who you are, what you stand for, and that they can trust, not simply your products or services, but your brand.  Explain in detail just how your company can better customers’ lives with its unique, high-value offerings. Then, deliver on that promise expertly so that the connection with customers can grow unimpeded and lead to new customers excited to join your base. Highlight the advantages that your company offers customers that competitors can’t match. Underscore your expertise in what you do and why that matters. Create messaging that is focused, personal to customers, meaningful for those who might become customers, and actionable in a way that can achieve results for both the target audience and company.