When colleagues or peers or marketing consultants refer to positioning, what do you think they mean? If you’re not sure, you’re not alone.
Does the company name Blue Yonder give you any idea what this company does? What about the tagline “Fulfill your potential?”
Have you been thinking about changing your position because of the COVID-19 pandemic? Much has been written about the need to adjust your marketing to take into the account the crisis.
Is your B2B software product or technology really and truly transformational? Do you make good use “transformation” or “digital transformation” in your marketing copy? Do you think use of either of them helps your marketing effectiveness?
In the early days of B2B software, it was common for companies to have functionality no one else had in their market. Differentiation was relatively easy. Just identify the benefit of a really important piece of unique functionality and you had a potential positioning statement.
If there is a valid reason to change your position, this is the best time to do it while there is a lull in the action. Your target audience is thinking about vacation, not buying software. You’re probably juggling less balls in the air and have a little time to think about positioning.
Want to get more attention and mind share on LinkedIn? Consider using your message strategy for posts, comments, profiles and the overview on your company page. You’ll be surprised how easy it is to do and how much more effective your LinkedIn presence will be.
What happens when you aren’t using your position enough? By using it enough I mean consistently executing your position as the theme for all marketing communications. And repeating your position as much as possible in every marketing communication, and especially throughout your website.
What happens when your position doesn’t differentiate you from the competition? What affect does it have on marketing? And what about sales?
What is the difference between branding and positioning? Some think they are one and the same.
Others get them confused, thinking positioning is branding and vice versa. I will never forget the presentation I made many years ago to the new ad agency tasked with branding the company I was working for in Europe. I explained the framework the team used to position one of our products, including the position for it. After our agency team huddled for a few minutes, they came back and said we had already done branding.