Positioning

1. Position your brand in the mind of the consumer

Positioning is not what you do to a product. Positioning is what you do to the mind of the prospect.

The essence of positioning is to create a unique place for your brand in the consumer's mind. This involves understanding how your target audience perceives your product or service in relation to competitors. To achieve this:

• Identify your target audience and their needs
• Analyze your competitors' positions
• Determine your unique selling proposition (USP)
• Develop a clear and consistent message

Effective positioning requires a deep understanding of consumer psychology and market dynamics. It's not about changing your product, but about influencing how it's perceived.

2. Be first or create a new category

The easy way to get into a person's mind is to be first.

First-mover advantage is crucial in positioning. If you can't be first in an existing category, create a new one. Examples of successful first movers include:

• Coca-Cola in cola drinks
• IBM in computers
• Xerox in copiers

When you can't be first, consider:

• Creating a new subcategory (e.g., 7-Up as the "uncola")
• Repositioning existing competitors (e.g., Tylenol vs. aspirin)
• Finding an unoccupied niche in the market

Being first allows you to establish a strong position in the consumer's mind before competitors can react.

3. Focus on perception, not reality

In communication, as in architecture, less is more. You have to sharpen your message to cut into the mind. You have to jettison the ambiguities, simplify the message, and then simplify it some more if you want to make a long-lasting impression.

Perception trumps reality in positioning. Consumers make decisions based on their perceptions, not necessarily on facts. To shape perception:

• Simplify your message to its core essence
• Use clear, concise language
• Employ visual and verbal cues that resonate with your audience
• Consistently reinforce your chosen position

Remember that changing perceptions is difficult. It's often more effective to work with existing perceptions and gradually shift them in your favor.

4. Simplify your message in an overcommunicated world

The mind, as a defense against the volume of today's communications, screens and rejects much of the information offered it. In general, the mind accepts only that which matches prior knowledge or experience.

Cut through the noise by simplifying your message. In our overcommunicated society, consumers are bombarded with information. To stand out:

• Focus on a single, powerful idea
• Use short, memorable slogans or taglines
• Repeat your message consistently across all channels
• Avoid information overload in your marketing materials

Successful positioning requires sacrifice – you can't be everything to everyone. Choose one key benefit or attribute to emphasize and stick to it.

5. Use the prospect's existing mental ladder

To cope with complexity, people have learned to rank products and brands in the mind.

Leverage existing perceptions by understanding the mental "ladders" consumers use to categorize products and brands. Each product category is like a ladder in the mind, with brands occupying different rungs. To use this concept effectively:

• Identify the relevant ladder for your product
• Determine your current position on that ladder
• Find ways to move up the ladder or create a new one

If you can't be at the top of an existing ladder, consider creating a new category where you can be first (e.g., 7-Up as the "uncola" on the soft drink ladder).

6. Reposition the competition when necessary

To move a new idea or product into the mind, you must first move an old one out.

Strategic repositioning involves changing how consumers perceive your competitors. This can create space for your brand in the market. Effective repositioning tactics include:

• Highlighting competitors' weaknesses
• Exposing outdated assumptions about rival products
• Presenting your product as a superior alternative

Examples of successful repositioning:

• Tylenol repositioning aspirin as potentially harmful
• Stolichnaya vodka emphasizing its Russian origin vs. American-made "Russian" vodkas

Be careful not to engage in false or misleading claims when repositioning competitors.

7. Choose the right name for maximum impact

The name alone has enormous power in an overcommunicated society.

A powerful name can significantly impact your positioning success. When choosing a name:

• Make it memorable and easy to pronounce
• Ensure it communicates your key benefit or position
• Avoid generic or descriptive names that limit future growth
• Consider how it will translate across cultures (for global brands)

Examples of effective names:

• Head & Shoulders (communicates benefit)
• Apple (simple, memorable, and not limiting)
• Xerox (unique and became synonymous with copying)

Avoid the temptation to use initials or acronyms, which are often forgettable and meaningless to consumers.

8. Avoid the pitfalls of line extension

Line extension is a result of clear, hard-headed, inside-out thinking that goes something like this: "We make Dial soap, a great product that gets the biggest share of the bar-soap market. When our customers see Dial deodorant, they'll know it comes from the makers of the great Dial soap."

Resist overextension of your brand. While line extension may seem logical from an internal perspective, it often dilutes your brand's position in the consumer's mind. Potential risks include:

• Confusion among consumers about what your brand stands for
• Weakening of your core product's position
• Increased vulnerability to focused competitors

Instead of line extension, consider:

• Creating new brands for new products or categories
• Focusing on strengthening your core brand's position
• Using sub-brands when entering related categories

Examples of successful alternatives to line extension include Procter & Gamble's portfolio of distinct brands (Tide, Crest, Pampers) rather than a single "P&G" brand for all products.

9. Apply positioning to companies, countries, and yourself

You can position anything. A person, a product, a politician. Even a company.

Expand your thinking beyond products to apply positioning principles more broadly. This can include:

• Companies: Define a clear corporate identity and mission
• Countries: Develop a unique "brand" for tourism or investment
• Personal branding: Position yourself for career success

Key strategies for personal positioning:

• Define your unique strengths and expertise
• Identify your target "audience" (employers, clients, etc.)
• Develop a consistent personal brand across all touchpoints
• Network strategically to reinforce your position

Remember that positioning is an ongoing process. Continuously evaluate and adjust your position as markets, competitors, and personal circumstances evolve.

Last updated: July 29, 2024