Chapter 4
Positioning
Why are you different?
First thing people often do when listening to your story is put you in a ‘conceptual box.’ Something they already understand. If you don’t clearly communicate your brand position, others will do it for you.
Positioning is about defining your unique place in the market. It’s the strategic process of creating a distinct image and identity in the minds of consumers, customers and clients. This ‘box’ is where your brand lives relative to your competitors. It encompasses your value proposition, target audience, and the key benefits that set you apart. Effective positioning requires clarity, consistency, and a deep understanding of the competitive landscape. Your strategy should articulate where you stand today and where you aim to be tomorrow, ensuring sustained differentiation and growth.
Positioning involves defining how your company is unique and superior to its competitors. Effective positioning is key for differentiation in SEO, PR, and analyst relations. It helps gain positive media coverage by clearly communicating the company's unique value proposition.
Positioning, a core element of the Architecture of Identity (AoI) framework, is the strategic process of defining your company's place in the market relative to your customers and competitors. It's about crafting a narrative that not only resonates with your target audience but also sets you apart from the competition.
To achieve effective positioning, it's crucial to address several key questions:
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For Who are our customers? Identifying your ideal customers is the first step in understanding their needs, preferences, and pain points. This knowledge will guide your messaging and product development efforts.
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Who Needs: What are the primary needs of your target customers? What problems are they trying to solve, or what goals are they trying to achieve? By addressing these needs, you can position your company as a solution provider.
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We Are: Define the industry segment or "box" you want to be identified with. This helps to clarify your company's focus and expertise. Important thing to consider is that "box" is a noun; a thing. "That does" is a verb phrase that says what the box does.
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That Does: Articulate your unique value propositions. What specific benefits do you offer that your competitors don't? How do you solve your customers' problems in a way that no one else can?
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Unlike: Analyze your competitive landscape. Who are your main competitors, and what are their strengths and weaknesses? Understanding your competition allows you to differentiate yourself effectively.
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That Simply Does: Develop a de-positioning statement. This is a concise statement that highlights your competitors' shortcomings or limitations, further emphasizing your unique advantages.
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We Are Unique: Clearly articulate your competitive differentiation. What sets you apart from the competition? What unique qualities or features make you the preferred choice for your target customers?
Axes of Differentiation -- What is your competitive landscape?
Ask yourself, what are the two most important differences between you and your competitors? Those are your primary axes of differentiation.
To illustrate your market position, create a 2X2 quadrant where X and Y axes go from low to high -- getting you in the top right-hand place -- demonstrating you are the highest in the two primary axes of differentiation. The name of that quadrant is the name of your unique market position. From there, give each of the other quadrants names -- giving you the opportunity name and de-position competitors in less-favorable market spaces.
By answering these questions thoughtfully and strategically, you can develop a compelling positioning statement that captures the essence of your brand and resonates with your target audience. This statement will serve as the foundation for all your marketing and communication efforts, ensuring that your message is consistent, clear, and impactful.
Remember, positioning is not just about what you say about your company; it's about how your customers perceive you. By crafting a strong and unique position, you can shape that perception and establish your brand as a leader in your industry.
Real-World Communications & Marketing Tactics
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Competitive Analysis
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Conduct a thorough competitive analysis to identify gaps and opportunities for differentiation.
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Develop and regularly update a competitive matrix to reflect market changes.
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Value Proposition Development
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Create a clear and compelling value proposition that highlights what makes your brand unique.
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Facilitate workshops to refine and articulate your unique value proposition.
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Brand Messaging Framework
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Create a consistent messaging framework that defines your value proposition and differentiators.
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Develop consistent brand messaging guidelines to ensure all communications reflect your positioning.
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Ensure all marketing materials, from website copy to sales presentations, align with this framework.
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Customer Personas
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Develop detailed customer personas to guide your positioning and marketing strategies.
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Use personas to tailor marketing campaigns that resonate with specific segments of your audience.
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Questions to Ask Yourself
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What makes our brand unique in the market?
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How can we better communicate our unique value proposition to our audience?
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What steps can we take to strengthen our market position?
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How does our positioning reflect our unique value compared to our competitors?
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What tools and methods are we using to monitor our positioning in the market?
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How can we better align our positioning with the needs and desires of our target audience?