Positioning Your Product or Brand for Checks, Mate.
Positioning is a facet of the marketing strategy that gives your product or brand a distinct perception — relative to competing brands — in the mind of the customer. An historic campaign for Avis reflects this: “Avis Is Only №2, We Try Harder.”
In developmental stages, determine the positioning you intend for your product or brand. Research and market feedback will help you discover if it is aligned with actual consumer attitudes. If not, then marketing messages can help close the gap or change perception.
Positioning is an art. Great positioning tells a compelling, attention grabbing story — a story that resonates with your audience.
The positioning process begins with identifying a market problem or opportunity, then developing a solution — often based on market research, segmentation and supporting data. Once positioning is determined, it will help align and guide marketing efforts and business objectives. The perfume I use is the indulgent scent for pleasure seekers. Thus, the tone and manner of messages, images, events and PR are created to consistently express this in all communication.
Again, positioning is the perception of your product or brand in the mind of the customer. Perception is reality. Aim to establish the highest and best use for your brand among your audience. And, be open to emerging alternate audiences, too. Here are some examples of common positioning strategies and how they might translate in the marketplace.
DEMOGRAPHICS Place your solution among those best served by gender, age, income, area, etc. If you try to be everything to everyone, you may not appeal to anyone.
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PRICE Present your solution as an affordable option with a low price point or elevate your products or services among the competition with a high price point to create a perceived value (or reflect a real value).
DISTRIBUTION The environment and locations where you sell your product communicate quality and value propositions like convenience or specialty items. Select your sales channels to align with your desired positioning.
AFFINITY Find your tribe. Those who desire to align with your proposition. Position your solution to engage group loyalty of customers with a common, personal denominator.
Positioning is how you communicate benefits of your solution to your audience. Everything from where you make your product, how you make it, where you sell it, and for how much will convey subtle queues to the market. Align positioning elements with the overt messages employed in promotions, advertising, and public relations. Ultimately, positioning is how your market sees your solution among the alternatives.
Employing a hook adds memorability. A hook is like a trigger to bring recall of your message. Coca Cola is the real thing. When you want a coke (used as a generic term for a soda in some parts of the world) or a cola, Coca Cola is for real.
For a deeper dive about positioning, check out 27 Ways to Create Your Competitive Positioning & Business Differentiation (with Examples) by Poulomi Basu.
ABOUT THE AUTHOR
With experience spanning multiple industries and over many decades, Tamara Parisio brings a seasoned eye and a fresh perspective to find the opportunity in every challenge. With acute clarity, Tamara hones a marketing message for impactful, compelling communication across channels. Tamara’s optimism delivers a can-do approach to meet or beat expectations.
“My goal is to be ICONIC in what I do so that I can invest and spend resources as I desire to enrich the world! And I intend to give fabulous gifts to family and friends, wrapped in particularly pretty packages! … What’s yours? #ScriptYourShift” — Tamara Parisio, Strategic Wordsmith & Creative Director
Tamara Parisio is a Scottsdale-based Strategic Wordsmith and Creative Director with Parisio & Co, LLC. For more information, visit TamaraParisio.com and ScriptYourShift.com.
