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You
have heard of taking a position. Well in the business world, often you have
to create a position—a positioning message that is. This message reflects
your company’s values and gives customers important information when they
are deciding where to spend their money.
Creating
a positioning statement can be a difficult and confusing task because many
businesses offer the same products and services - but it’s not
impossible.
Think
of Colgate and Crest toothpaste. Essentially they are the same product and
they perform the same functions—preventing cavities and cleaning teeth.
Yet Colgate is the number one toothpaste. Why? Because it positions itself
as the choice most dentists recommend.
Think
about your vision for your company. How do you want people to remember you?
Can you surmise it in a concise sentence? Think about brand names that are
inseparable from their messages. Burger King is the fast food chain that
“does it your way” and lets you customize your “flame broiled”
burger. That’s how you know it’s different from McDonald’s and every
other burger business.
A
positioning message:
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Distinguishes you from the rest;
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Reflects your intentions, priorities and values;
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Communicates concisely how you see your business in the marketplace;
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Is the center of every marketing effort and corporate communication.
To
strengthen and clarify your positioning message, you have to know your Ps
and Cs:
Product—what
exactly are you offering your customers? Are they superior to your
competitors’ offerings? Are you able to clearly and quickly articulate the
benefits you’re offering? Features describe the product while benefits
reinforce what the product does for the consumer. For example, a feature of
a car is an air bag, the benefit is increased safety during high impact car
accidents.
Price—we
do not recommend that you engage in price wars that can ultimately cut you
out of business. Instead, find ways in which you can deliver superior
quality and customer service so the consumer prefers your company.
Promotion or advertising—do you actively and relentlessly communicate your
positioning message? Do you promote the ways in which you deliver superior
quality and customer service or are your campaigns mostly centered on
discounts, coupons or rebates?
Place
(distribution)—do you know how and where your product or service is
delivered? Are the ways in which you can use this to differentiate your
business? For example, a company could make a positioning statement and a
promotional campaign centered on delivering its product in pristine
condition within 24-hours or your money back.
Company definition—are you specific about what your company does and how it does it?
Companies that try to be too much to too many people often fail because they
cannot adequately meet customers’ expectations. Be clear about what you do
and how you do it differently and more desirably than anyone else. For
example, Joe Boxer is an underwear company like hundreds of other underwear
companies but it’s clear that it offers underwear that is fun to wear. So
you will never see a pair of plain white briefs in Joe Boxer and whenever
you see the packaging, the website or visit a store where Joe Boxer products
are sold you will see an element of fun, humor and cheekiness.
Competitors’ identification—do you know your competitors? In order to
differentiate yourself from the pack, you will have to analyze your
competition. Why might a consumer pick them over you? How can you narrow the
gap on them? What do you already do that is superior to their business
offering and how can you constantly and consistently communicate that?
Consumer target definition—do you know your customers? Do you have demographic, lifestyle and psycho-graphics information on your best
customers? Do you know whom you want to target and who is most likely to
purchase from you?
Channels (distribution again)—where and how is your product
or service delivered? Are there ways in which you can capitalize on that and
make positive distinctions between you and your competitors?
Always remember when creating your positioning message to be truthful
about what you can offer so that you do not disappoint your customers.
Over-promising and under-delivering are the fastest way to distinguish your
business in your customers’ minds—and the fastest way to send them
running to your competition.
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