Why is product positioning important
3 reasons to specify the positioning of your company today
The market out there is teeming with people. People think in boxes - regardless of whether we want to or not. That has something to do with reducing complexity, but that's not the point today. So drawers. With strategic planning and the right positioning, you can determine which drawer your company will be pigeonholed in. If you don't, you will be put in some other drawer and it is extremely difficult to get out of an unsuitable drawer!
What helps against wrong drawers? Strategic positioning. Companies and public figures can only communicate with each other with a clear positioning
- develop into a brand,
- stand out from the competition,
- get stuck in people's minds.
These three advantages are exactly what we want to focus on today.Companies and public figures can only assert themselves in the market with a clear #positioning. #company success #branding Click to tweet
I'm becoming a brand now
What is the value of brands today? My colleague Marc has dedicated himself to exactly this question on Zielbar. The article is absolutely worth reading, but I'll give you the central points:
- Brands create orientation and thus facilitate decision-making.
- Brands build trust with their stakeholders.
- Brands bridge the anonymity between provider and customer.
- Brands individualize products and services.
- Brands turn new customers into fans.
- Brands create deeper bonds.
These are all desirable and profitable effects on the market. Hardly any company will therefore want to do without brand building. However, many companies do not realize from the outset that brand building and brand management are hard work. This is also often not the focus. Most company founders are much more likely to jump straight into the action. The following sentence, for example, is very typical: "I want to be self-employed, I need a website."
A website is certainly a good asset, but there are more important “construction sites”, especially at the beginning. According to the current “Meaningful Brands” study by the Havas Group, 74 percent of all brands worldwide are redundant and around 60 percent of the content they produce is irrelevant. Our goal must be to belong to the other 26 percent who are important to people.
My USP is mine
The desire to stand out from the competition is probably the most obvious of all three points mentioned above. However, this does not make it any easier to implement. So how do we differentiate ourselves from the competition? Through our positioning! This is about them Positioning in relation to the market. What position do we occupy in this large, dense and often unmanageable network?
- What makes me unique
- What can i do better?
- Where am I incomparable?
- In which area am I not exchangeable?
Of course, this is about the USP, but it is clearly also about the visual branding, the corporate design. I think we all know the frequently cited statistics that visual stimuli arrive much faster than others. That's true! Still, the visual is the "catch", if you will, but if the fish doesn't offer anything about it, we won't stay interested. Both are important, but both work differently and have different tasks.
So I'm talking about the USP at this point. But not all USPs are the same. Several different USPs can coexist in a company. For example, every single product can have its unique selling point, while the USP of the entire company is different. It is important that the unique selling proposition of the company is first and only then the sales arguments of the individual products and offers are developed. All right.
But why actually? Why focus on the company first and only then on the product or products?
It's basically easy to prioritize positioning and branding. All you have to do is ask yourself the following: What would have more serious consequences if you woke up tomorrow and your product disappeared from the market, or if you woke up tomorrow and your entire company would no longer exist?
So you see, the weighting is absolutely clear from a company perspective.
But stop! What does the whole thing look like Your (potential) customers' point of view out? What is their weighting? Ouch! I think we all know the answer.
As successful entrepreneurs, this is precisely why we always have to keep both points of view in mind. External AND internal factors are necessary for our success!
Do we not know each other from where?
This brings us to the third advantage of positioning: You want to get involved with your company ianchored in the minds of your target group and create a relationship. This can be done in different ways:
- planned or unplanned,
- visual, verbal, acoustic,
- positive or negative.
Probably the most unfavorable anchoring is the one that is unplanned and negative, regardless of whether it is visual or verbal. This sometimes happens faster than we'd like, but it can be avoided if we do ours Place our target group in the minds of the company in advance and in a planned manner.Position yourself, otherwise you will be positioned! #positioning #company success #branding Click To Tweet
Sounds good, but how do we do it? To be able to answer exactly this question, you have to yourself Well-founded thoughts about your strategic positioning in advance do. Building on this, you will need a communication concept in which you integrate exactly the above-mentioned points as (measurable!) Goals.
So I can't give you a blanket answer to the simple sounding question “How?”, But at least I told you where to find the answer.
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