Your product in a competitive landscape will not reach the heights your business needs it to without a deliberate, structured and clear positioning strategy. This would have as its objective to create an ownable position in the mind of your segment and all the steps required to do so.
Finding a territory to own
Creating the impetus for the prospective customer to carve out a position for your product requires that messaging targeted at them hold meaning, reward and heightened desire for the kind of fulfillment they would derive from the product. Words have meaning as well as power and the sequence of the words that will create the right triggers and parse the correct connotations must be researched and deployed. The ultimate objective will be to differentiate and create a perception that the product meets wants and needs their prospect might knowingly or unknowingly possess.
Research and Data Analytics
A market positioning strategy is built on business data and seeks to compose the precise chain of words to balance concepts of differentiation, distinction, and similarity in a unified brand-narrative. It is a long-term effort to solidify the identity of a company, and its products or services, in a unique space within the minds of the target audience. It is an organized attempt for a brand to set itself apart from the crowd and influence the way their target audience perceives them. There is value in this process because it allows the maximisation of the segment and creates clarity on unmet needs.
Discovering uniqueness and comparison to competitors in the current conditions are critical for positioning. Company culture, communication and conviction must coalesce around the agreed positioning principles across. A long term view is critical.
Who are you competitors? What are their objectives and what do they do that is clever? How will they respond to your attempts to meet customers’ needs? What can they not do well? Research is critical to positioning and we help leaders through this rewarding process.
If there was never a positioning strategy in the first place and the product has been left to grow organically but is now constrained or your business has plans to fundamentaly shift its focus and offerings and try to penetrate a new market, repositioning is necessary.
Targeting and Positioning
Misunderstood brands signal oblique and incoherent positioning and is often a result of never attempting to own a position or identify the people for whom your product should be a first choice. You find them, and then, they see you!
Targeting and positioning takes time and commitment but is very much worth the investment to set your brand apart in your audience’s perception. This is an opportunity to show the needs and wants that only your offering can meet in a particular way. Defining your business’ purpose and identity provides a psychological hook for target customers with how your business can meet their specific needs. It allows you to make a promise that emotionally as well as rationally connects you to your audience.