Positioning is the process of positioning a brand or product within the minds of a customer or target audience. It is a form of strategic marketing that looks at how a product, service or brand is perceived by customers, and then works to make sure that this perception is one that aligns with the company’s goals and objectives.
In essence, positioning is the process of ensuring that customers have the right expectations and beliefs about a product or service in order to maximise its effectiveness and profitability. This could include anything from design, and marketing messaging, to unique features, features that are close to the customer and relevant to the target market or demographic.
Positioning is about far more than just finding the right place for a product or service to sit within the market; it is about using the attributes of a product to create an emotional connection between an individual and a product or brand. A successful positioning will bring customers closer to a product.
To achieve successful product positioning, it’s important to start by asking yourself a few core questions. These questions will help guide the process and will focus your effort.
The first question to ask is ‘What do I want my customers to think, feel and believe about my product or service?’ This is the starting point for understanding how you want to position your product or service.
The next step is to understand how the customer defines quality, what they value and what they expect. For example, if the customer values convenience, then a product that can be delivered quickly and easily is likely to be attractive to them.
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It’s then important to understand the competition and look at how each product is positioned, and what the key differentiators are between them. This can provide invaluable insight into where a product or service fits in the market, and where gaps in the market are that can be filled by your own product.
Once a market position has been identified, it’s important to have clear messaging around it. This messaging should clearly communicate the unique value of the product or service, the benefits it provides and how it resonates with the customer.
This could include creating a slogan, crafting a narrative or creating a visual identity that brings your messaging to life. Whatever the approach taken, it should be able to communicate the differences between your product or service and the competition in an easy to digest and engaging package.
Finally, it’s important to consider how the positioning will be delivered. This could be through traditional channels, such as advertising, or via digital channels like social media, the company website and so on.
Positioning isn’t a one-off task, it’s a process that must be iterated and refined over time as the customer and market needs change. It’s also important to take time to measure the success of the positioning, to ensure it is working as expected and that future plans are informed by data as well as instinct.
In summary, positioning is a key element of strategic marketing that shouldn’t be neglected. It is a process of understanding how customers view a product or service, and working to craft a message that aligns with their expectations and values. It’s also essential to consider the competition and how you can differentiate yourself. Finally, it should be monitored to ensure that it is achieving the required results.
