We work with many clients who assumed they were positioned at a certain level in their chosen markets. However, when you start to analyse the market dynamics and reasons why campaigns are failing, it is usually because they have perceived themselves to have a certain place amongst their competitors within the market, but their assumptions are inaccurate so subsequently they are marketing at the wrong level / benefit / audience.
You need to be clear about your positioning benefit. Why should someone buy your product or service? What’s in it for them? What unique benefit do you provide that is not available elsewhere?
Done properly, the positioning becomes the foundation of the entire marketing plan. If you
skip this step, you may discover that you built your marketing structure on a shaky
foundation. By undertaking a positioning exercise at the outset, it will make everything that follows much easier.
We help clients with their branding strategies and positioning and often they are surprised at the extent of work that is involved to get the process right. The great thing about positioning is that if you do it right, you may never have to deal with that issue again.
The positioning process starts with a positioning statement that clarifies the key benefit and promise your customers should expect and the “reason why” they should believe you can deliver it.
Keep in mind these important criteria when creating the positioning statement:
• It should be focused, single-minded and memorable.
• It should be benefit-oriented.
• It must be true … not exaggerated, not a wish list.
• It should be believable … not challenge credibility.
• It should be unique and competitive.
• It must be substantive, relevant and important to the target audience.
• It should capture and reflect the most important source of competitive advantage.
If you need help positioning your brand, products or services then please get in touch.