POSITIONING FOR MARKET SUCCESS AND DOMINATION
There is an old saying “If you build it, they will come”; however in marketing and the battle for the consumers mind and share of wallet, it couldn’t be further from the truth.
There are thousands of brands & products in the market all trying to grow their marketshare by getting more consumer to use their product or solution. How does your brand stack up and stand out against the odds? A key component in you're marketing arsenal is Positioning.
Positioning (either Product Positioning or Brand Positioning) is focused on acquiring a space in the mind of the consumer. They are uniquely different; and the simplest ways of understanding the difference is
Product Positioning is the used to define how to best communicate product attributes to the target consumer based on their needs, competitor products and how the company wants to position its product
Product Positioning is based on competitive differentiation
Product Position is measured by market share
Brand Positioning is used to define how the Company Brand ranks in relation to competition in the consumers mind. Its goal is to create and maintain a unique impression that makes the Brand Recognisable, Memorable and Preferred.
Brand Positioning is based on emotional experiences
Brand Positioning no matter how successful is largely intangible
Whether your company is a one brand product or a plethora of products, Positioning is a critical factor towards success in the marketplace
A good Position strategy elevates your marketing efforts and help move consumers from knowing about your product or service to actually buying it. Sounds easy right? Well actually to arrive at a strong Positioning strategy requires a lot of Effort (because there are many elements that go into it), Clarity (because there are lots of detailing involved) and Commitment (because you cannot change it on the fly)
Assuming as a business leader you have already defined the Companies Vision, Mission, Values, Value Proposition and WHY statements and have further defined your Cultural Context, Target Audience, Target Market, Competitive Environment, and Unfair Competitive Advantage(s) you should find it easier to arrive it you’re Positioning.
If you are struggling to figure out the right positioning statement (from the options you have), the following questions should help provide you with Clarity
Does it clearly differentiation your business from others?
Does it clearly amplify your value proposition ?
Does it clearly deliver to your target audience needs?
Does it clearly come off consistently across all facets / areas of your business?
Does it clearly explain & easy to understand?
Does it clearly promise something that is realistic?
Having arrived at your Positioning Statement you can now use it as your Tagline or simplify it as your tagline
Some interesting Tagline include
Netflix “See What’s Next”
Disney “Where Dreams Come True”
Apple “Think Different”
Trigger Worldwide “Create Sustainable Growth”
MasterCard “There are some things money can’t buy. For everything else, there’s MasterCard”
De Beers “A Diamond is Forever”
Nike “Just Do It”
L’Oreal Paris “Because You’re Worth It”
Trigger Worldwide is a Growth Marketing Agency, built specifically for SME’s and Startups to create Sustainable Business Growth. Our proprietary tools and process methodologies harness Technology, Creativity & Innovation, leverage Economic Drivers and Consumer Beliefs to help SME’s achieve their Growth Agenda’s.