The provided content discusses the importance of market positioning for a brand to establish a unique identity in the minds of consumers, differentiating it from competitors and aligning it with the company's mission and vision.
Abstract
Market positioning is a crucial strategy for any company aiming to stand out in a competitive landscape. It involves creating a specific image and perception of your brand in the minds of your target audience. The article emphasizes understanding the foundational aspects of your business model and the 4 Ps (Product, Price, Place, Promotion) to develop an effective positioning strategy. It distinguishes between competitive positioning, which focuses on how you are perceived in relation to competitors, and market positioning, which is centered on customer perception. The article uses Asana as an example of a brand that successfully positioned itself with a unique and user-friendly project management software. It also mentions the Entrepreneur Now Network's short course on crafting a powerful positioning strategy, which provides a framework for businesses to articulate their unique value proposition and align it with customer preferences.
Opinions
The author believes that even in a competitive environment, a well-crafted positioning strategy can guide the target market's perception of a brand.
Positioning is not just about standing out against competitors but also about resonating with customers and influencing their buying decisions.
Brands like Asana are praised for their ability to differentiate themselves through messaging, user experience, and design, thereby positioning themselves favorably in the market.
A great positioning strategy is considered a fundamental part of a brand's DNA and should be integrated early in the marketing process.
The Entrepreneur Now Network is recommended as a valuable resource for entrepreneurs looking to refine their positioning strategy through structured learning and human support.
Market Positioning
Market Positioning
Making a name for your company in any industry can be challenging, especially in a competitive environment. Even if your competitors are not with high talents, you still need to guide your target market perception about your brand. This is when you need to craft an astounding positioning strategy.
What is Positioning?
Positioning happens in the minds of your target market. It is all about your customers’ point of view. Your positioning strategy should focus on creating a targeted image of your brand in your customers’ minds. A detailed understanding of your business model foundations and the precise definition of the 4 Ps will help you craft a great positioning strategy.
Competitive Positioning vs. Market Positioning
There is a difference between competitive positioning and market positioning. Competitive positioning is about how you position yourself against your competitors, how they look at you, and how your industry sees you. Market positioning is all about the customers and how you want your brand to be seen by them.
Brands
Brands played significant roles in our lives through their messages, trying to position themselves in a favorable place in our minds. They did a great job doing that, and thanks to them, we pretty much know how to build fast decisions when it comes to making a buying decision. I would like to give an example of a powerful positioning message using Asana, the software company. Asana is an interactive, easy-to-use project management software brought to the world by a talented team led by the Facebook Co-Founder Dustin Moskovitz. Its seamless functionality and great UX sets the brand apart from others in the space. Their messaging implied a happy and comfortable experience. Its design and colors appeal to users who are bored of all the lookalike apps out there. They positioned the brand in a significant favorable place, among others in the market. A great message!
“in an ocean of bland, blue-tinted enterprise software, we saw ourselves as a magical, multicolored narwhal — but if you looked at us from the outside, it’s understandable if all you saw was another fish. 🐟” — Asana –
Great Positioning Strategy
Positioning should be one of your brand’s DNA pillars, and it happens at an early stage of your marketing process. To sum it up, it starts by defining and understanding your 4Ps, Mission and Vision, and competition. A proper positioning needs an excellent positioning statement of one or two sentences distinguishing your brand from your competitors.
Create a Powerful Positioning Strategy Short Course
You will examine the facets of your business to find the elements you deliver that resonate most with customers, use starter wording templates as a jumping-off point, and validate your work with seven key criteria. Multiple examples from a product, technology, and service companies are discussed throughout — including how poor repositioning of one of American’s best-known brands damaged the company. Workshop exercises will guide you through the creation of positioning statements that will form the basis of your marketing and messaging strategy at launch and beyond.
You will learn:
What cues can you take from my product or service offering to inform your positioning?
What other elements of your business plan and strategy are affected by positioning?
How do companies you know position themselves?
What role does competition play in positioning?
How can you identify which elements of the business to emphasize for positioning?
How can you find out what matters to customers about your offering?
Unlike many other eLearning sites, the Entrepreneur Now Network gives all customers human support included at no additional cost as part of their ongoing education. With the help of ENN, you will be able to build a winning positioning strategy for your business.