What a Clear Positioning Statement Does for Your Business

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What a Clear Positioning Statement Does for Your
Business

- by Todd Jensen

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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:

* Distinguishes you from the rest

* Reflects your intentions, priorities and values

* Communicates concisely how you see your business in the
marketplace

* 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?

Channel Distribution

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.

This article brought to you by Todd Jensen, a member
of the Principa Alliance.

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Todd Jensen, “The Profit Engineer”, has helped hundreds of
business owners make their business more successful and
profitable. For tips and strategies on how to boost your
business success as well as increase your profits, visit
http://www.theprofitengineer.com or http://www.maxqtc.com
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