1. Positioning Strategy – An End to End Story
Key positioning strategy considerations help highlight a radical truth – your entire business is a story. To own your position, you need to define it then decide how it is translated into actions across your business end to end, so you can own your story. In owning your story, you have a chance to own your position. Why? Because your story is what your audience believes is the reason why they allow you to be part of theirs. Because defining your story is based on knowing why you exist and why others in that space are of no consequence because only you deliver x-y-z- (fill in the blanks) but in that gap must live concepts to create brand love and loyalty.
When you say one thing about your brand and do another in your transactions, your brand and therefore your position begins to be eroded. This is the point of knowing the relevant positioning strategy considerations – what it is, how you achieve it, claim it and reinforce it.
We will briefly discuss the thought process of brand positioning below but this truth should be internalised for those tools to lead to an effective strategy.