THINKing

New Business: Positioning

New Business Primer - Part 1

New Business Primer - Part 2

An organization’s brand identity must be a reflection of three things: market perceptions, the organization’s acumen, as well as its aspirations. Positioning is where these three elements overlap.

The point of positioning is to develop a platform from which all communications emanate. Positioning defines who we are, the kinds of customers we want, how we will compete, and how we are different.

So, before you can hone your brand identity, and before you develop and implement a communications plan, you must approve a positioning statement. From a communications standpoint, it is the heart of your brand.

Let’s look at the elements of positioning:

• Market. The kinds of clients we want to do business with.
• Competitive Offering. The products/services and/or type of service we will provide.
• Differentiation. The benefit that makes us special.

When the firm mentioned in the previous post called to say they had selected another agency to handle its PR program, I was told that my approach was too strategic and comprehensive. I’ll take that as a compliment any day, and as an indicator that my positioning was on track.