First, here's something that is fast becoming the most fundamental aspects of marketing to get right, especially if you want to build a truly sustainable high quality organisation (of any size) in the modern age. Ensure the ethics and philosophy of your organisation are good and sound. This might seem a bit tangential to marketing and business, and rather difficult to measure, nevertheless...
Business influence through marketing communications can be done through word, pictures, symbols, spokespersons and special channels.
The advertiser (source) of interpersonal communication may be formal or informal. Informal sources include, friends, family, neighbours, who speak with the receiver/target audience regularly. Formal sources include sales persons, political candidates who are compensated in a way to influence consumers to act in a certain way.
Positioning strategy is about where you compete and how you compete. The brand could be a product, service or the organisation. Positioning is normally done for a particular product and only uses two features from the product to analyse its position. It is usually best to rely on positioning approaches when they are part of a broader analysis, which in turn helps to ensure that the whole marketing mix (personal sales, sales promotion, general advertising, public relations and sponsorship) is positioned for competitive advantage.