Determine your positioning strategy

Contributors

@paul-boag


Business Benefits

Establish brand identity and image, influence customer perceptions, and increase awareness and visibility. 


Clearly define who you are trying to reach and what drives their choices.

Your positioning needs to be in the context of your user’s needs. Before creating a positioning strategy, understand your audience’s:

  • Goals.
  • Pain points.
  • Questions.
  • Objections.
  • Influences.

Present a list of benefits that your product or service offers for your chosen audience.

For example, you may offer a health app. That would offer benefits like:

  • Being able to do more.
  • Looking more attractive.
  • Living longer.

Lay out the attributes of your product or service that deliver the benefits you are offering.

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.

Identify what makes your products and services different from the competition.

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.

Define and address objections your audiences may have.

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.