Three Rules of Powerful Positioning
|by Kurt Ballard 10.16.2009|
The only way to differentiate in today’s hyper-competitive economy is your positioning and messaging.
The positioning of an organization determines how its products and services are perceived by their target market. If your target customers do not clearly understand what your organization does to solve their problems – or if they receive inconsistent messages from different sources – they will not be able to distinguish your value from the competitors. With no differentiation, the lowest price will rule the day. Once this happens your value proposition may as well be “me too.”
A positioning statement is not the same as a slogan or tag line. A powerful positioning statement should have 4 fundamental elements:
There are numerous examples of successful positioning that has forever associated a brand with a promise. One that comes to mind is Volvo who has been associated with being a very safe car for many years. Using the 4 elements above Volvo could develop a positioning statement something like this:
Powerful positioning and messaging adheres to 3 Rules:
Positioning isn’t about your products. It’s about your ability to convince buyers you understand their needs. Products are the proof points that substantiate your understanding of the needs.
If your positioning is all about products and fails to differentiate from the competition, contact us about a Product Positioning & Messaging workshop where you'll learn to develop and present your value proposition in plain simple English and do it with greater impact by making it all about your target buyers. The more convinced they are that you are the best solution, the more you'll sell.