Positioning is a revolutionary branding concept developed by Al Ries and Jack Trout in 1981.
They define positioning as the scaffolding on which companies build their brands, strategize their planning, and extend their relationship with customers.
Positioning takes into account the mix of price, product, promotion, and place - the four dimensions that affect sales.
Positioning breaks through barriers of over saturated markets to create new opportunities.
Ries and Trout were convinced that each company must determine its position in the customers mind, considering the needs of the customer, the strength and weaknesses of the company, and the competitive landscape.
This concept continues to be a fundamental precept ( a general rule intended to regulate behavior or thought) in all marketing communications, branding, and advertising .
Positioning evolves to create openings in a market that is continually changing, a market in which consumers are saturated with products and messages. It also takes advantage of changes in demographics, technology, consumer trends, marketing cycles, and gaps in the market to find new ways of appealing to the public.
Positioning strategy drives planning, marketing , and sales thereby supporting every effective brand.
Factors to consider in the process of brand positioning:
POSITIONING >>BRAND ESSENCE >> BRAND STORY
To achieve the perfect positioning for a brand there are a few factors you can control internally and externally
Internally
What you can control
VISION >> MISSION AND VALUES >> PERSONALITY, VOICE, STYLE >> PRODUCT, PROCESSES, CULTURE
Externally
What you can control
CUSTOMER >> COMPETITION >> MARKETPLACE >> EXTERNAL FORCES AND TRENDS
If you can't say that you're the only, you need to fix your business, not your brand.
Start with a solid platform to effectively articulate your brand's value.
Our next article will focus on the difference between sales and marketing.
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