positioning your business
DESCRIPTION
How to position your business, large or small, by simplifying who you are.TRANSCRIPT
Simplifying Who You Are
POSITIONINGYOUR BUSINESS
WHAT IS POSITIONINGIt’s how you want your business and products to be perceived in the market.
It’s also a comparison of
in your space.
YOU VS THE OTHER GUYS
THE BEST APPROACH IS TO KEEP IT Simple
ClearAuthenticBelievableDefendable
GOOD POSITIONINGconnects you to your customers.
It helps your customers understand why they should give you...
WITHOUT A CLEAR MESSAGE
people will make up stuff about your business and products.
Good positioning is unique and compelling—it differentiates you from all the other guys.
The more complex the business is, the greater the need to be
CLEAR,CONCISEAND CRISP.
THINK OF POSITIONING
as a single core idea that captures what you are known for.
It’s going to feel
but try to stand for a single idea.
Let’s take a look at a number of familiar brands with simple, clear positioning.
INNOVATION
MOTIVATION
HAPPINESS
FUN
PERFORMANCE
MAGIC
GREAT TASTE
LOW PRICE
UN-COLA
SAFETY
SPEED
FRESH
TOUGH
EXTRAORDINARY
SERVICE
SO WHAT IS POSITIONINGIt’s a core idea that defines who you are in the minds of your customers.
It’s important to
STAND FOR SOMETHINGso you don’t get lost in the crowd.