Imagine you’re at a bustling cocktail party.
The room is filled with chatter, each person vying for attention.
Now, picture your company in that room. How do you make sure it’s the one everyone remembers?
That’s where positioning comes in.
What is Positioning?
Positioning is like choosing the perfect spot at that party, and being interesting enough to attract others into your conversation. It’s not about changing who you are, but about how you present yourself to leave a lasting, positive, and compelling impression. In the business world, it’s about carving out a distinct place in your customers’ minds.
Think of it this way: When I say “safety,” you might think “Volvo.” When I say, “overnight delivery,” “FedEx” might pop into your mind. That’s not by accident – it’s careful positioning at work.
Why Does It Matter?
In today’s crowded marketplace, being good isn’t enough. You need to be memorable. Positioning helps you cut through the noise and stick in people’s minds.
Remember, your customers don’t care about all the features your team has painstakingly built. They care about how those features solve their problems or improve their lives. Positioning is about highlighting that connection.
How Does It Work?
Positioning isn’t just a catchy slogan or a clever ad campaign. It’s a strategic framework that guides everything from product development to sales pitches. Here’s how you can make it work for your company:
- Find Your Niche: Even if it’s small, being a leader in a specific category is powerful. It’s better to be a big fish in a small pond than a minnow in the ocean. However, like everything, there is a limit. There may be a niche in the market, but you had better make sure there is a market in the niche.
- Simplify Your Message: In the world of positioning, less is more. Aim to “own” a word or concept in your customers’ minds. Make it easy for them to understand and remember what you stand for.
- Align with Customer Needs: Your positioning should resonate with your target market’s specific needs and expectations. A product that seems irrelevant to one group might be a game-changer for another if positioned correctly.
- Create a Mental ‘Box’: Help customers categorize your product or service. If they can’t quickly grasp what you offer, you’ve already lost them.
- Be Flexible: As markets shift and your company evolves, be ready to adapt your positioning. What worked yesterday might not work tomorrow.
Putting It into Practice
Imagine your company has just developed a new line of double-glazed windows and doors. Instead of listing all the technical specifications, you might position them as the solution to high energy bills in harsh Australian climates. Suddenly, you are not just selling windows and doors, you are selling comfort, savings, and style.
This positioning would then guide everything from how your R&D team refines the product to how your sales team pitches it. Effective positioning creates a coherent story that resonates across all departments and customer touchpoints.
The Bottom Line
As CEO, think of positioning as your strategic compass.
It is not what you say about your product, it is what your customers believe about it that counts.
When done right, positioning:
- Gives customers a clear reason to choose you over competitors.
- Aligns your entire organization towards a common goal.
- Makes your marketing more effective and efficient.
Remember, in the crowded marketplace of ideas and products, it’s not the loudest voice that wins. It is the one that resonates most clearly with its audience.
That’s the power of positioning.
What position do you want your company to occupy in your customers’ minds?
Answer that challenging question, and you will have taken the first step towards market leadership.
