how to position a company, product or service
Position is that one simple thing the company is known for, that one specific idea that first comes to mind when people think of the product or service.
for example:
Volvo is ‘Safety’
McDonalds is ‘A fun place for kids’.
To position a company or product, you need to first, identify one specific attribute that sets it apart from competitors. Just because a competitor could possibly say the same thing doesn’t mean you should not take the position. First one to plant their flag wins the territory.
While positioning is how you want to be known, it must reflect reality. How the company really is known. Or how it can believably be known.
For instance, the way people really think about the 7-11 shop on the corner is ‘convenient, but more expensive’. So you might position them with the line, ‘worth the convenience’. You could even build a campaign around that idea.
Your positioning statement should reflect the way people really think- using simple language, real people really use.
Keep it simple. Succinct.
here is a useful checklist:
- Is it true?
- Is it easy to understand?
- Does it differentiate the product/service in an attractive manner and in a positive way from the competition?
- Is it expressed the way people will express it in their own words?
- Make sure you can ‘own’ it
- Avoid generalities
- Be tangible
- Be snappy and specific
- Forget generic or ambiguous
You should present the same position in every Ad, in every communication, year after year, after year. Don’t stray from that one core idea. Unless you need to change a position that doesn’t reflect reality.
Genius is in simplicity. Success is in consistency.
People remember repetition – People remember repetition.