Establish brand identity and image, influence customer perceptions, and increase awareness and visibility.
Your positioning needs to be in the context of your user’s needs. Before creating a positioning strategy, understand your audience’s:
- Pain points.
For example, you may offer a health app. That would offer benefits like:
- Being able to do more.
- Looking more attractive.
- Living longer.
You need to demonstrate how the attributes of your product help you deliver on your promised benefits. The attributes of a product such as a health app would be features such as:
- A pedometer.
- Healthy eating guides.
- Calorie tracker.
Why would a consumer choose you over the competition? What combination of features and services make you unique? If in doubt, ask your existing customers.
Make a list of common reasons people give for not buying with you. Ask customer-facing staff and existing customers to help you produce this list. You can also survey prospective customers.
For each objection, create a counter objection that addresses the weakness or, even better, work with colleagues to eliminate that objection.