You could drop a pin.
You could list your latitude and longitude.
You could describe how your body is situated in space.
There are myriad ways to communicate your individual “position” – but in business, your company’s position means something else entirely.
What’s a business positioning message?
In this earlier post, we explained the concept as:
“A concise statement about your business, primarily for internal use, that defines how your products, services and/or brand satisfy customers’ needs in a way your competitors just can’t. It distinguishes your offerings from other companies’ in a way that matters to customers, by clearly explaining why they should buy from you.”
A typical positioning statement includes information about:
- Your target audience: who your customers are.
- Your category: where your products/services stand in relation to customers’ other options.
- Your unique differentiator(s): what makes your offerings unique – and better than the competition.
- The reason to believe: evidence and reasons why your target customers can have confidence in the differentiation claims you make.
Why is a strong brand position so important?
A positioning statement is one of the four pillars essential to driving business growth and change. It helps:
- Inform your marketing message – by providing a succinct, unifying foundation for all your communications anywhere you interact with customers or prospects, such as your company website, your social channels and even review sites.
- Determine how to design your services or products – based on the wants, needs and “pain points” your customers face.
- Compete on value, not price – by justifying how your products or services best satisfy their needs (and how competitors’ offerings are insufficient).
- Set you apart from your competitors – by staking out a unique “territory” your competitors cannot occupy.
- Fuel more effective decision-making. A clear core message based on your brand provides the insight you need to make smart creative decisions.
- Win new business. Proper positioning provides the fundamental persuasive argument your sales team needs to build new relationships and close more sales.
Need Help With Your Marketing?
In today’s fast-changing business environment, a strong brand position helps you focus your offerings, your marketing message and your company’s appeal to customers and prospects. Defining yours is a weighty task, and one we’re here to help with. If you could use assistance creating a strong, focused positioning statement – or any aspect of your company’s marketing – give BARQAR’s experts a call today!
