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Finding The Right Positioning For Your Business

Finding The Right Positioning For Your Business

 

When you think about brand positioning, you might picture a sleek logo, catchy tagline, or a slick marketing campaign. And sure, those elements play a role, but it’s much more than that.

 

Brand positioning is the foundation upon which your entire business rests. It’s how you differentiate yourself from competitors, communicate your value proposition to customers, and establish a unique identity that resonates with your target audience.

 

Without a solid brand positioning strategy, your business risks being lost in a sea of sameness, struggling to stand out and make an impact. That’s why it’s crucial to get it right. Right from the start!

 

And even if you’ve been in business for a while, it’s never too late to re-evaluate your positioning and make adjustments as needed.

 

We understand the importance of brand positioning firsthand. With extensive real-world experience on the subject, we’ve seen the impact it can have on a business’s success.

 

In this article, we’ll guide you through

 

  • The right time to start your positioning exercise,
  • The process of finding the right positioning for your business,
  • With examples of great positioning statements and why they worked so well.

 

So let’s dive in and start crafting a position that truly sets your business apart!

 

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When is the right time to create a positioning statement?

 

If you’re reading this and haven’t yet created a brand positioning statement, the answer to this question is simple: now.

 

Whether you’re launching a new business or have been around for years, defining your brand positioning is crucial to your success. It’s the foundation upon which you build your entire marketing strategy, and without it, your efforts will likely fall flat.

 

For new businesses, establishing your brand positioning should be one of your top priorities. As you enter the market, you’re competing with countless other businesses, many of which are likely already well-established.

 

Without a clear and differentiated brand positioning, you risk getting lost in the noise and struggling to make an impact.

 

But even if you’re an established business, it’s never too late to re-evaluate and adjust your brand positioning. Markets are constantly evolving, and consumer needs and preferences change over time.

 

If you’re not keeping up with these changes and adjusting your positioning accordingly, you risk becoming irrelevant, which is the exact opposite of what you’re trying to achieve.

 

Let’s try to break it down together. Here are three reasons why you need to establish your brand positioning statement right away.

 

When is the right time to create a positioning statement

1. Differentiation

 

You need to differentiate yourself from the competition. In today’s crowded market, there are likely dozens, if not hundreds, of other businesses offering similar products or services to yours.

 

Without a unique brand positioning statement, you risk blending in with the crowd and losing potential customers to your competitors.

 

2. It serves as a guideline

 

Your brand positioning statement serves as a guidepost for your marketing strategy.

 

It helps you clearly communicate your value proposition to your target audience and ensures that your marketing efforts are aligned with your overall business goals.

 

Without a clear and well-defined brand positioning statement, your marketing efforts will lack direction and focus.

 

3. It saves you time and money

 

Establishing your brand positioning statement now will save you time and money in the long run.

 

Without a clear sense of who you are as a brand and what sets you apart, you risk wasting resources on ineffective marketing campaigns or messaging that doesn’t resonate with your target audience.

 

By taking the time to establish your brand positioning now, you’ll be setting your business up for long-term success and avoiding costly mistakes down the road.

 

* * *

 

So, in short, if you haven’t already defined your brand positioning, make it a priority to do so now. Don’t wait until your marketing efforts fall flat or your competitors outshine you.

 

Define your positioning and establish a unique and compelling identity to immediately set your business up for long-term success.

 

How to go about creating a positioning statement

 

Having worked with several startups on a daily basis to solve their positioning statements, we’ve had the chance to experiment and hone our skills on this exercise.

 

Over the years, we’ve come to realize that there is a certain science to it.

 

While there are nuances to creating a positioning statement, the process that we’ll walk you through in this article is an overview of the approach we take to this process.

 

It follows 6 different stages in the journey.

 

  • Step 1 – Ask the right questions
  • Step 2 – Do your research
  • Step 3 – Brainstorm with your team
  • Step 4 – Document everything
  • Step 5 – Distill the information down to form a positioning statement
  • Step 6 – Integrate the messaging across all channels

 

Let’s go through each one in more detail.

 

How to create a positioning statement

Step 1 - Ask the right questions

 

As the old saying goes, “If you don’t ask the right questions, you don’t get the right answers.”

 

This rings especially true when it comes to creating a positioning statement for your brand. Asking the right questions can help you gain a deeper understanding of your brand, your target audience, and the unique value you bring to the market.

 

Our approach starts with asking seven key questions to help guide you through the process.

 

These questions are designed to help you think critically about your brand and its place in the market.

 

Additionally, these will give you the insights you need to create a positioning statement that will resonate with your target audience and set you apart from your competitors.

 

Let’s take a closer look at each of these questions and what they can help you achieve.

 

1. Why do you exist?

 

This question may seem straightforward, but it’s important to consider the underlying purpose and mission behind your brand.

 

Understanding why you exist will help you communicate your brand’s values and vision to your target audience.

 

If you truly understand the problem that needs solving and why you have the best product to solve it, tell yourself the same every day so it’s ingrained into the strategic thought process.

 

Have a conversation with prospects, customers, and the team from every division. All of them should be in sync, with a nuanced idea of what the problem is.

 

2. What is the highest input you intend to deliver?

 

This question is focused on your unique value proposition. What is the key benefit or input that your brand delivers to your customers?

 

Your unique value proposition is the key benefit or input that your brand delivers to your customers.

 

By understanding your highest input, you can better differentiate yourself from your competitors and communicate your unique value to your target audience.

 

This is essential for creating a strong brand positioning statement that clearly communicates the unique value you offer.

 

3. What is the strongest pain you address?

 

This question is focused on identifying the biggest pain point or challenge that your target audience is facing. By understanding their pain points, you can better position your brand as the solution to their problems.

 

You now have the information and opportunity to create messaging that speaks directly to their needs and demonstrates how your brand is the solution they’ve been looking for.

 

4. Who is it for?

 

This is focused on identifying your target audience.

 

Who are the specific individuals or groups that your brand is intended to serve? Defining your target audience is critical for tailoring your messaging and marketing efforts to better resonate with their needs and preferences.

 

By understanding your audience’s demographics, behaviors, and preferences, you can create messaging that speaks directly to their needs and positions your brand as the solution to their problems.

 

5. How is this problem addressed today?

 

Understanding the current solutions or alternatives that your target audience may be using to address their pain points is crucial for identifying gaps in the market and differentiating yourself from your competitors.

 

By understanding your competitors’ strengths and weaknesses, you can create a brand positioning statement that positions your brand as a better solution.

 

6. How would you disproportionately differentiate/stand out/articulate value?

 

This question is focused on identifying your unique selling proposition.

 

What sets your brand apart from your competitors?

 

Identifying your unique selling proposition is critical for differentiating yourself from your competitors and creating messaging that clearly communicates your unique value to your target audience.

 

By understanding your unique strengths and value proposition, you can create a positioning statement that clearly sets you apart from your competitors.

 

7. What is the most significant impact you create with your solution?

 

This is focused on understanding the impact that your brand has on your customers. Understand the benefits or outcomes your customers experience as a result of using your solution.

 

With a clear idea of the impact you create, you can create unique and effective messaging, and better position your brand as a valuable and worthwhile solution to your target audience.

 

Step 2 - Do your research

 

This step is all about conducting thorough research.

 

This research involves not only answering the questions asked in Step 1, but also conducting competitor analysis, market research, and identifying any gaps or opportunities in the market.

 

 

You need to know what your competitors are up to and what your customers are looking for. That way, you can figure out what makes your brand unique and how to stand out from the crowd.

 

It’s like finding the perfect recipe for your brand – you need to know what ingredients you have, what you’re missing, and what flavors will really make it pop.

 

  • Competitor analysis is essential for understanding how your brand fits into the larger market landscape. By researching your competitors, you can identify areas where they may be falling short and opportunities to differentiate yourself.

    It’s also important to understand what the rest of the market looks like, including emerging trends and consumer preferences.

 

  • Identifying gaps in the market is also critical for developing a strong positioning statement.

    However, it’s not enough to simply identify gaps – you also need to determine whether those gaps are something that people are actually looking for, and more importantly, if you’re the right solution for said gap.

    This requires a deep understanding of your target audience and their needs.

 

Ultimately, conducting thorough research helps ensure that your brand is positioned in a way that is both relevant and appealing to your target audience.

 

It allows you to identify the most effective ways to differentiate yourself from your competitors and communicate your unique value proposition to your customers.

 

Step 3 - Brainstorm with your team

 

The next step in creating a strong positioning statement is to brainstorm with your team.

 

This involves sitting down together and discussing how you’re going to answer the questions and research items you performed in the first two steps. By doing this, you can visualize what the ideal company looks like and how that message will get across at each step of the process.

 

During the brainstorming process, it’s important to involve high-level executives within your business to ensure alignment. This helps ensure that everyone is on the same page and working towards the same goals.

 

It’s also a good time to discuss any potential roadblocks or challenges that may arise during the implementation of your positioning strategy.

 

Brainstorming can take many forms, from informal group discussions to more structured brainstorming sessions.

 

Whatever format you choose, the goal is to encourage creativity and generate new ideas.

 

It’s important to create a safe and open environment where everyone feels comfortable sharing their thoughts and ideas.

 

At the end of the day, the brainstorming process is about bringing together all the insights and information gathered in the first two steps and distilling them into a clear and concise positioning statement (spoilers!).

 

By involving your team in this process, you can ensure that everyone is invested in the outcome and committed to making your positioning strategy a success.

 

Step 4 - Document everything!

 

Once that’s done, the next step in creating a strong positioning statement is to document everything. And we mean absolutely everything.

 

You’re essentially creating a manifesto about your company, detailing what it is, where it aims to head, and how it plans to get there.

 

During this step, it’s important to capture all the insights and ideas generated during the previous steps.

 

This includes your answers to the questions asked in Step 1, your research findings from Step 2, and the outcomes of your brainstorming sessions in Step 3.

 

Your manifesto should clearly articulate your company’s mission, vision, and values. It should also outline your unique value proposition, target audience, and the key messages you want to convey.

 

In addition to providing a clear roadmap for your positioning strategy, documenting everything is also a good time to align all employees within your organization.

 

By sharing your manifesto with your team, you can ensure that everyone is on the same page and working towards the same goals.

 

It’s important to remember that your manifesto is a living document. As your company evolves and grows, so too will your positioning strategy.

 

Regularly reviewing and updating your manifesto will help ensure that you stay on track and continue to deliver value to your customers.

 

Step 5 - Distill the information down to form a positioning statement

 

Now we come to the penultimate stage – distilling all the information you’ve gathered and documented into a single, concise positioning statement.

 

This is the culmination of all the hard work you’ve put into creating your manifesto and defining your company’s unique value proposition.

 

The positioning statement should be a one-liner that captures the essence of your brand and what you stand for. It should be memorable, easy to understand, and clearly communicate your value proposition to your target audience.

 

The key here is to ensure that your positioning statement aligns with your manifesto and accurately reflects your company’s goals and values.

 

It should also differentiate you from your competitors and clearly articulate why your target audience should choose you over them.

 

Remember, your positioning statement is not set in stone. As your company evolves and grows, you may need to refine and adjust it.

 

However, having a strong positioning statement as a foundation will help ensure that you stay focused and true to your brand’s values and mission.

 

Step 6 - Integrate the messaging across all channels

 

Your positioning statement is not just for internal use – it’s also a key tool for aligning clients, prospects, and the rest of the market with your brand.

 

The last step of this framework is all about integrating your positioning statement across all your marketing channels.

 

This means updating your website, social media channels, and any other relevant communications to ensure that your messaging is consistent and aligned with your positioning.

 

In addition to updating your website and social media, there are other areas to consider when integrating your messaging. This includes updating your sales materials, such as brochures and presentations, as well as any advertising or PR campaigns.

 

You should also make sure that all employees are aware of the new positioning and how to communicate it to clients and prospects.

 

Consistent messaging is crucial for building brand awareness and credibility.

 

By consistently communicating your positioning statement across all your marketing channels, you can ensure that your message is heard loud and clear.

 

This will help to establish your brand as a thought leader in your industry and position you as the go-to solution for your target audience.

 

Remember, the key to successful integration is to be thorough and consistent. Make sure that all your messaging is aligned with your positioning statement and reflects your brand’s values and mission.

 

By doing so, you’ll be well on your way to building a strong and recognizable brand that resonates with your target audience.

 

Examples of great positioning statements

 

Now that you know how to create a positioning statement for your business, here are 3 brilliantly executed positioning statements that just… work.

 

They’ll act as a really compelling inspiration for you so you know what to look for when making your own!

 

With that said, here are three examples.

 

  • Stripe – Payments infrastructure for the internet
  • Slack – Where work happens
  • Canva – Empowering the world to design

 

Let’s look at why they work so well.

 

1. Stripe - Payments infrastructure for the internet

Stripe positioning statement

 

Stripe’s positioning statement “Payments infrastructure for the internet” is a brilliant example for a number of reasons.

 

  • Firstly, it is concise and to the point. The statement is only five words long, but it effectively communicates Stripe’s core purpose: to provide the infrastructure for online payments. This simplicity makes it easy for customers and potential customers to understand what Stripe does.

 

  • Secondly, the statement is customer-focused. By using the phrase “for the internet”, Stripe is positioning itself as a platform that is tailored specifically to the needs of online businesses. This resonates with Stripe’s target audience, who are primarily e-commerce companies and online marketplaces that need a reliable payment processing solution.

 

  • Thirdly, the statement is future-oriented. The use of the word “infrastructure” implies that Stripe is building something that is essential to the functioning of the internet and that it is laying the foundation for a future in which online payments are seamless and ubiquitous.

    This forward-looking message helps to position Stripe as a leader in the industry and a company that is driving innovation.

 

  • Finally, the statement is flexible. By positioning itself as a payments infrastructure, rather than a specific type of payment processor, Stripe is able to appeal to a wide range of businesses and use cases. This allows the company to pivot and adapt as the needs of its customers and the industry change over time.

 

2. Slack - Where work happens

Slack positioning statement

 

If the ever-pinging Slack notification is a nightmare to you too, you know why this positioning statement is perfect.

 

  • It’s simple and straightforward. It immediately communicates what Slack is all about and what it does for its users. It also effectively captures the essence of the product, which is to facilitate communication and collaboration within the workplace.

 

  • The statement is memorable and catchy. It’s easy to remember and stands out in a crowded market. This makes it more likely that people will remember the brand and recommend it to others.

 

  • The statement is broad enough to encompass a wide range of potential customers and use cases, while still being specific enough to differentiate the product from other communication tools.

    It doesn’t limit Slack to a specific industry or type of business but rather positions it as a tool that can be used in any workplace.

 

  • The statement is aspirational, suggesting that by using Slack, work will be more efficient, productive, and enjoyable. It’s a positive and inspiring message that encourages people to try the product and see the benefits for themselves.

 

3. Canva - Empowering the world to design

Canva positioning statement

 

Canva is the fairy godmother of graphic design, magically transforming even the most artistically challenged into design gurus with its easy-to-use platform and an endless library of templates and graphics.

 

Okay, we really didn’t have to be so flowery BUT Canva’s positioning statement is perfect for what they do!

 

  • It speaks to the company’s mission. Canva’s mission is to democratize design and make it accessible to everyone. The positioning statement “Empowering the world to design” aligns perfectly with this mission, making it clear to customers what Canva is all about.

 

  • It creates an emotional connection. The word “empowering” in the statement suggests that Canva is not just a tool for creating designs, but a platform that empowers users to express their creativity and achieve their goals. This emotional connection with customers can be a powerful driver of brand loyalty.

 

  • It’s concise and memorable. As is the case with all three examples, the statement is short and sweet, making it easy to remember and share with others. This is important in a crowded market where customers are bombarded with messages from competing brands.

 

  • It positions Canva as a leader. By positioning itself as the company that is empowering the world to design, Canva is staking a claim as the leader in the design space. This can help it stand out from competitors and attract customers who are looking for the best solution to their design needs.

 

How we nail positioning at Scale It Right

 

To wrap up, brand positioning is an essential aspect of any business strategy. It’s the foundation upon which you build your brand’s identity and messaging, and it’s critical to get it right.

 

At Scale It Right, we understand the importance of brand positioning in creating a unique identity for your business in the market.

 

Our process is designed to help you craft a strong positioning statement that truly represents who you are, what you do, and how you stand out from the competition.

 

We believe that a well-crafted positioning statement is crucial in attracting and retaining customers, and we have seen firsthand how it can transform businesses.

 

So, if you’re looking to take your business to the next level and stand out from the competition, we’re here to help.

 

Contact us today to learn more about how we can help you nail your positioning and take your business to new heights!

 

About Scale It Right

At Scale It Right, we offer hyper-focused demand generation as a service to help your startup or SMB scale and grow. Our approach is designed to help businesses generate high-quality leads and accelerate their growth through targeted marketing campaigns and personalized outreach.

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