Tips: Positioning

Positioning can have a key role in the success of your marketing programs. Below are answers to commonly asked questions about positioning.

Q: What is positioning?
A: Positioning is the process of intentionally pigeonholing your company or product. Will you be known as the cheapest? The safest? The best tasting?

Q: Why is positioning important?
A: Positioning allows you to differentiate yourself from the competition. It helps bring clarity and consistency to your marketing message. Can you name a toothpaste brand that fights cavities? See, positioning works!

Q: How do you know what your positioning should be?
A: Market research can help identify which positioning will work best for your company. Research methods that could be helpful include prospective customer surveys and competitive analysis.

Q: What is a positioning statement?
A: A positioning statement is the language you use to communicate your positioning to your customers and prospective customers. To be effective, the positioning statement should be no more than six or seven words and highlight the benefits your company brings to your customers.

Q: Can you change your positioning, or are you stuck with it?
A: You can definitely change your positioning, even if you already have a well known position in the marketplace. Most people don't realize it now, but decades ago Marlboro was positioned as a brand for women.

Q: Is there a downside to positioning?
A: Positioning, by its very nature, pigeonholes your company and/or products and therefore excludes some potential customers. For instance, if you are marketing cars and your positioning is that your cars are luxurious, you may miss the customers who are mostly concerned about safety.

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