Positioning

Positioning is one of the most important marketing strategies that a small business needs in their marketing mix. How are you perceived by your clients? How do you know? Positioning is defined as creating an image or identity in the minds of your target market for your product, brand or organization.

In order to position your business competitively, it is important to identify who your best customers are and what you do best. Then look at what you can offer as a unique selling proposition. Just ask Domino’s, remember the “30 minutes or less” promise. Or how about Fed Ex? They guaranteed overnight shipping. No one else in their industries was making these offerings. By finding something that is unique and that your competitors are not offering, you can create a unique position in the market and bring new clients to your business. The reason that products and services exist is to solve a problem. What problem does your company solve?

Positioning can be the most effective part of a communications plan. By defining your position in the market, you can set your companies direction and the path your marketing can take. Positioning costs a lot less that repositioning. Just ask Safeway. They have spent $110 million dollars a two years on repositioning their brand. Can you identify their new position?

Many companies have discovered that if you don’t define your position in the marketplace, the marketplace will define your position for you. And it may not be what you want to be known for. A good position will influence people to buy from you, whether it be a product or service.

So by now you may be asking yourself “How do I find my position?” Here are some questions to answer that will help.

Who is your target audience?

What is their demographic?

Who is your ideal customer?

What is the life cycle of your customer?

Who are your competitors?

What is unique about your competitors?

5 tips for good positioning

1. Define what you do best and use that in your marketing.
2. Define what is unique about your company that your competitors don’t offer.
3. Ask your customers how they perceive you? (You might be surprised)
4. Put in writing what problem your product or service solves.
5. Make your position clear and concise.

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