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, this couldn’t be further from the truth.
There are thousands of brands and products in the market all trying to grow their market share by getting more consumers to use their product or solution. How does your brand stack up and stand out against the odds? A key component in your marketing arsenal is Positioning.
Positioning (either Product Positioning or Brand Positioning) is focused on acquiring a space in the mind of consumers. They are uniquely different and the simplest way 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 sells a one brand product or a plethora of products, Positioning is a critical factor towards success in the marketplace
A good Positioning strategy elevates your marketing efforts and helps 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 is much 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 at your 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
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Does it clearly differentiate your business from others?
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Does it clearly amplify your value proposition?
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Does it clearly deliver to your target audience needs?
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Does it clearly come off consistently across all facets/ areas of your business?
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Does it clearly explain and is it easy to understand?
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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's include
Netflix “See What’s Next”
Disney “Where Dreams Come True”
Apple “Think Different”
Trigger Worldwide “Building Inspired Futures for Businesses and its people”
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”
Related Reading: Logo Design, Death by Commodity, Personal Branding
Trigger Worldwide is a Brand Marketing Agency, built specifically for businesses to create Sustainable Growth. Our proprietary tools and process methodologies harness Technology, Creativity & Innovation, leverage Economic Drivers and Consumer Beliefs to help businesses overcome marketing inefficiencies and achieve their Growth Agendas.
“CREATE AN INSPIRED FUTURE FOR YOUR BUSINESS”
~ Trigger Worldwide