Positioning Strategies

We all want our product to stand out in the consumer minds. With so much clutter and information overload, it’s getting harder and harder to win the mindshare of your ideal customer. The goal of product positioning is to keep your product on top of your customers’ mind when they’re considering a purchase. To be successful, product positioning must achieve three objectives:

  • Differentiate your product from the competition’s
  • Address important customer buying criteria
  • Articulate key product (or company) characteristics

“Keep your product on top of your customers’ mind.” 

Marketing Messages And Positioning Have A Lot In Common

During the process of generating product positioning strategies, periodically review each one against the following list of characteristics. Is your product positioning strategy:

  • Single-minded—does it convey one primary message at a time?
  • Meaningful—will it connect with the target audience?
  • Differentiating—does it contrast your strengths against the competition?
  • Important—is it pertinent and significant to the target audience?
  • Sustainable—will it resonate with the target audience well into the future?
  • Believable—will it ring true with the target audience?
  • Credible—can you clearly substantiate your claims?

Make sure you give good thought to these and and see how they resonate with the customers.

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