Positioning is a tool for communicating the value proposition. It includes the elements of the value proposition that marketers choose to communicate to a specific target segment at a particular time. It articulates what makes the brand credible, relevant and differentiated in the eyes of its target audience.
Why it matters:
- Specifies the elements critical to effective communications.
- Forms the basis for message development.
- Unlike Brand Identity and Value Proposition, Positioning is set in the competitive context and is specifies what the brand needs to displacing (where volume is sourced) to win.
- Since the competitive landscape is dynamic, most positionings last 12-18 months, and should be revisited regularly.
Frameworks for developing and evaluating positioning alternatives:
Positioning Development Matrix
|Option 1||Option 2||Option 3|
|Frame of Reference|
|Proof Point #1|
|Proof Point #2|
Positioning Option Evaluation
|Evaluation Criteria||Option 1||Option 2||Option 3|
|Strategic Fit -
How well is the positioning aligned with the company’s business and brand strategy and goals?
How unique and distinctive is the positioning from the competition?
Do customers feel the positioning is believable based on the brand’s history, current image and value proposition?