Understanding how to position your product or service is an essential element of marketing strategy and sales enablement. In a competitive business environment, how you position your offering can be the difference between fading into the background or standing out in the crowd. In this blog post, we’re going to delve into the world of positioning through a variety of examples.
Positioning refers to the unique space that a brand or offering occupies in the customer's mind, relative to its competitors. Positioning can appeal to various factors, including product properties, benefits, usage occasions, users, or comparison with competitors. It is the art of crafting your product’s unique value proposition and tailoring your messaging so that it resonates with your target audience’s needs and differentiates your brand.
Strong positioning engine is essential for any business. With a clear positioning strategy, businesses can capture the attention and interest of their target audience, differentiate their brand from the competition, and drive customer loyalty. A well-articulated brand position can streamline brand and product decisions, inform marketing strategy, and influence customers' purchasing decisions.
Each of these examples demonstrates a different approach to positioning, illustrating the many pathways to carving out a unique space in your market.
1. Volvo - Safety: Volvo has successfully positioned itself as the leader in car safety. Their messaging consistently focuses on the superior safety features of their vehicles and their commitment to keeping drivers and families safe. This has successfully differentiated Volvo in the crowded automotive industry.
2. Apple - Innovation and Simplicity: Apple’s product positioning is a testament to its commitment to innovation, design, and simplicity. They pin their unique selling proposition on creating products that are user-friendly, aesthetically pleasing, technologically advanced, and superior to the competition.
3. Dollar Shave Club - Affordability and Convenience: Dollar Shave Club positioned itself as a disruptor in the men's grooming industry by targeting men who are tired of overpaying for brand-name razors. With their subscription model, they offer a cheaper, more convenient alternative with equal or better quality.
4. Slack - Productivity and Efficiency: Slack has positioned itself as a communication hub that makes work-life simpler and more productive. They've underlined the ease of integrating various work apps into their platform and how it can decrease email clutter, making teams more productive and collaborative.
The key to successful positioning is singling out your brand's unique value proposition and resonating with your target audience's needs and wants. Here are a few critical steps to craft a winning positioning strategy.
1. Understand Your Audience: Understand your target customer's demographics, preferences, and pain points. Conduct market research, hold interviews, or send out surveys to gather this data.
2. Identify Your Unique Value Proposition: What does your offering do better than any of your competitors? Distill this down into one concise, compelling statement.
3. Assess the Competitive Landscape: Identify your direct and indirect competitors. Determine their strengths, weaknesses, and how they are currently positioning themselves in the market.
4. Communicate Your Position: Refine your messaging so that it effectively communicates your unique position and resonates with your target audience. Include it in all your marketing materials including website, social media, and sales pitches.
5. Test and Adjust: As you rollout your new positioning, gather feedback, and make adjustments where necessary. Positioning isn’t static, but a dynamic process that should evolve with market changes and growing insights about your customers.
6. Employ Technology: Creating positioning can be a lot of work, but software like Aomni can make it easier. Aomni delivers the tools you need to sell more strategically. Get real-time account research, actionable competitive insights, and personalized sales content in 15 minutes. Zero effort required.
Ultimately, positioning is about carving out your unique space in the marketplace, distinguishing your brand from competitors, and connecting with your target audience. By understanding your market, knowing your audience, and communicating your unique value, you can develop a compelling positioning strategy that resonates with customers and drives business growth.