Positioning

A Positioning Statement lies at the heart of any business communication that gets results. It is the foundation for successful marketing because it provides your company with highly focused direction by answering the most important questions prior to communicating anything to anyone - who and why?

Once gathered, market research and competitor analysis is condensed into a single document. This Positioning Statement will guide you by defining the motivations of your specific audience, the reasons they buy from you and why you are the best and most obvious resource for them.

But more than that, positioning helps define the specific personality that attracts your customers, and it and spells out distinct benefits and customer expectations.

Once the precise values of your customers and a unique selling proposition are defined, the Positioning Statement will list clear and consistent intangible benefits as well. These drivers, (incentives to buy,) go beyond the product and help define your brand's character.

When you have formulated your product's distinct personality, differentiated it from competitive products, and you truly know your customer well enough to communicate in a way that appeals specifically to them, your communications and your business direction will become more focused than ever before. - more