March 9, 2023

Compelling Positioning: The Foundation of Your Corporate DNA

Positioning allows a companies to clearly articulate:

  • What it does
  • Who it serves
  • What it delivers (value, benefits)
  • How it's different, better, or unique.

It's an integral part of a company's operational DNA.

It powers a company's marketing, sales, product development, HR, and capital raising.

Yes, positioning is that important.

Companies with weak positioning are literally cutting off their nose to spite their face.

Positioning allows:

- Marketing to focus on the right customers and truly understand their needs, problems, goals and buying behaviour.

It aligns marketing with what customers want, feel, and do.

Marketing can leverage customers' emotions and help them get jobs done more successfully.

- Sales to do more effective pitches and demos, armed with better insight into what prospects want to achieve and how your product is better, different and better.

Sales can also benefit from understanding the day-to-day working lives of prospects. They'll know a prospect's struggles and, as important, aspirations.

When a prospect talks about what they're looking to do and how they feel, sales had the insight to deliver strong and effective responses.

- Product development to have more insight into a customer's needs and their day-to-day tasks.

It empowers product development to make upgrades and add new features that reflect how customers use the product while anticipating future needs.

Product development is also aware of the company's strengths and weaknesses, so it can focus on improvement to create a competitive edge.

- HR to tell a clear and compelling story about what a company does, why it matters, and whom it serves to attract and hire the best talent.

Potential employees want to believe they're making the right decision. They want to be excited about the opportunity and believe that a company can deliver amazing experiences to grow personally and professionally.

When a company has compelling positioning, it can do HR that attract candidates and makes them curious, excited, and inspired.

- Raise money. When you know who matters to you and what they want (aka customers), you can create a strategic narrative that tells the world the impact that your company will make.

Like prospects and job candidates, investors want to understand what a company stands and why it's better than competitors. A company can leverage positioning to establish itself as an exciting investment opportunity.

It's easy to dismiss positioning as a cute marketing exercise or something to do while on a corporate retreat.

But positioning is one of the most important pillars of a company's operations, whether you want to believe it or not.

Companies with great positioning are more focused, tell better stories, and create a competitive advantage.

When was the last time that your company updated or explored its positioning?

If the answer is "not recently" or "I don't know," you may have a positioning problem.

If you're looking create better positioning and a powerful customer story, let's talk: Book a free 30-minute strategy call.

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