Positioning Considerations
To be fully meaningful at the rational and emotional level, a company’s positioning should satisfy five criteria:
It must be ownable – It must be unique to you, and delivered in ways that differentiate not only your product features, but your reason for being from the competition.
It must be believable – Positioning, messaging, and communication should reflect the reality of the products or services behind the brand.
It must be beneficial – Customers and investors are more likely to buy into those brands that tell them not only what you do, but why it matters.
It must be motivational – An effective positioning strategy resonates with and attracts core audiences. While this is important to customers, it can be more important to your own employees and stakeholders.
It must be sustainable – Successful positioning strategy results in communications that last, by articulating the essence of your product or service rather than a handful of its latest features.
The positioning strategies we develop are designed to satisfy these five criteria, and to help our clients achieve maximum differentiation and relevance among key audiences.