Positioning is one of the most important elements in a brand’s success. The positioning defines what your customers should expect from you and what to expect from your product. This article will explore three different positioning ideas that can be used when creating a new brand or even positioning an existing company’s products!

The concept of positioning is not new in marketing was first introduced at the end of the 1960s by Al Ries and Jack Trout. The positioning defines how the consumer should see your brand; this is important as you want to be something specific in their mind, that something, of course, needs to be different than the competition.

Positioning is not, however, your slogan or logo; positioning is focused on the target market and customer and what you want them to perceive and think about your brand. This again is what you want them to interpret, not necessarily what you say; an example that I always give to my students is that imaging that you want to position yourself as a funny person, you are not going to tell people, “I am Funny” you act and behave in a certain way, you tell jokes! The same with brands; if you want to be perceived as high-quality, you act like it.

Here are 3 ideas for positioning:

Idea # One: Is the brand positioning relevant to your target?

Your positioning is worthless if you are not clear on who your target is; understanding your target and positioning the product to that market will give you a much better chance of success.

Deeply knowing the target segment for positioning is important because positioning your product to this group will increase the chance of success. The positioning is about what you want your target segment to know, feel and do, based on the positioning you choose to convey.

Idea # Two: Is the brand positioning unique?

There are many products out there, so positioning yourself as a competitor can be hard when they have similar features or benefits. One way around this is to position yourself as something new and unique that no one else has done before, something innovative.

Your positioning has to be able to differentiate you from the competition; what is your competition saying? If your competitors can use your positioning statement and still sound good, trowed away.

Idea # Three: Can you say the opposite of your brand positioning ?

This is one of my favorite tests for positioning; if you can say the opposite concept of your positioning and still work, you are probably on the correct path. For example, if you want to position yourself and the best probably is not good, nobody would say that they are the worst. However, a concept as “Fast” gives space to somebody to claim the concept “slow” (quality or dedication). When you can say the opposite, that means that you are focusing on a difference that is believable in the mind of the customers.

Closing words

Positioning is not just for companies; positioning can also be used when changing jobs or if you are looking for a job. There may be many reasons people change their position from one company to another, and it’s important that your brand positioning stands out in the crowd!

I hope this article helped you with positioning; if you have any questions or need help positioning your product, don’t hesitate to contact me!