Positioning

Brand position is imperative for the success or failure of a company. It’s the brands identity. This is how the brand is portrayed to an audience.

People?often confuse positioning for branding or messaging, when actually it’s the definition of your go-to-market strategy. The most common symptom of weak positioning is people just don’t understand what you do, or you get compared to competitors who aren’t really your competitors. You must be clear about the market you’re trying to win and which customers you’re targeting.

“The underpinning of all good marketing and sales is strong positioning, and yet it is such a misunderstood concept.” - April Dunford

Traditionally Positioning was about teaching potential clients about where a new offering fit within an existing established market. But today's markets are much more dynamic, quickly shifting as new technology, brands and offerings emerge. We can no longer always rely on a pre-defined market frame of reference within which to position our brands.