What is Positioning?
When it comes to positioning, the questions are easy but the answers are hard. We create and refine company positioning by helping them answer the five key positioning questions:
- Audience – Who is your user, customer, influencer?
- Category – Where are you going to play?
- Claim/Promise – How are you going to win?
- Brand/Offer – What identity encapsulates your meaning?
- Support – How will you deliver on your promise?
Strategy definition and positioning framework from the Harvard Business School.
Positioning is often equated with branding and branding is too often viewed as merely cosmetic. Our book addresses this and other brand topics. The iceberg on the cover serves as a metaphor for what is unseen when it comes to building brands.
Define your audience
People can tell you what they want, but often they can't tell you what they need. Understanding what your customers really need requires research.
Helping companies connect with their customers is, in part, our reason for being.
Define your category
Category changes can be hard to see within an industry. A new lens can help you chart a sustainable course.
Define your claim or promise
Your claim is a pathway for innovation. Starting to say different things can allow your company to do different things.
Define your brand identity
Brands are the perception of value in the mind of the customer. A clear definition and narrative can shape how customers think and what your company can do.
Define how you will support your claim
Customer loyalty is earned one touchpoint at a time. A proactive approach to CX and UX design will help to improve each customer or user interaction.