Positioning

Positioning describes the strategic anchoring of a brand or product in the minds of its target audience and in contrast to competitors. The goal is to occupy a clear place in the mental market map of customers, so that the brand is automatically recalled when certain needs, values or situations arise. A strong positioning is the prerequisite for long term marketing communication that works.

Building blocks of a positioning

A solid positioning defines target audience, the specific need being solved, the decisive benefit, the differentiation from competitors and an evidence frame for why the brand can deliver on this promise. Models such as Geoffrey Moore's positioning statement help to compress these elements into a sharp sentence that guides strategy and communication.

Typical mistakes

Positionings are often chosen too broadly, so that the brand stands for everything and therefore for no one. Merely describing product features without emotional or functional differentiation also falls short. A strong positioning consciously excludes certain audiences or use cases to become clearly recognisable in the remaining segment.

Practical use

In day to day marketing, positioning drives all channels, from website tone of voice through ad copy to newsletter content. Anyone sending emails regularly should make the positioning tangible in every mailing, otherwise the brand feels arbitrary. A clear positioning also makes targeting in ad campaigns easier, since audience and tone of voice are defined consistently.