Positioning

Positioning is one of the most challenging and often overlooked aspects of marketing that can significantly impact your business's bottom line.  

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In today’s digital world, the information floodgates have opened, and we are constantly bombarded with messages: on our phones, we get text messages, Twitter tweets, Facebook alerts, and voice mails; on our PCs and laptops, we get pop-up ads and never-ending emails. When searching the web, we are served up ads based on our browsing history. A constant barrage of information and offers. 

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So how, then, do companies get above the noise? Well, that’s where positioning comes in. Positioning is a strategic choice based on many factors that take place in the customer's mind. As the word implies, positioning defines where your product stands relative to similar products and services. It’s what makes your product unique and stand out from the competition. When done well, your customers should clearly understand what benefit they can expect from your product or service. At the same time, the benefits you offer should be unique to your product or service to differentiate you from your competition.

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Positioning significantly influences the customer’s buying decision and your company’s success. It creates preference in the customer's mind and makes a customer think of your company when they need your type of solution. ​

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