Positioning: The Hidden Thread Connecting Every Part of Your Business

This sounds strange, but I've done a bad job of positioning my brand positioning services.

I've campaigned that a clear and compelling story attracts and engages prospects. That's true, but brand positioning is so much more than that.

Brand positioning provides a company with a strategic direction and structure. It underpins your entire business and empowers you to focus - up and down the organization - on meeting the needs of customers and prospects.

This reality hit me while delivering a presentation at the DigiConMar conference.

I walked a room of digital marketers through the three key pillars (customers, competition, and a company's offering).

I talked about the value of in-depth customer insight, competitive intelligence, and honest exploration of a company's products or services.

Positioning is so much more than a marketing exercise.

It is an invaluable business catalyst. It acts as a strategic compass, providing a clear direction for your business.

With a well-defined position, you can align your resources, efforts, and messaging towards meeting the needs and desires of your customers.

Positioning empowers you to make informed decisions, ensuring that every action is purposeful and reflects your overall business goals.

• It is a catalyst for more targeted and successful marketing.

• It makes sales pitches and negotiations more aligned with a prospect's needs and goals.

• It guides product development to build what customers actually want rather than simply launching new features.

• It guides customer success on how a product can meet customers' needs.

• It helps HR attract and hire better prospects with a story of why a company matters.• It creates a compelling story to attract and inspire investors.

How well do you think your brand positioning and messaging resonate?

What are the questions asked by prospects that maybe suggest they're unclear about what you do and why you matter to them?

Bottom line:

Positioning underpins everything in your business.

It provides strategic direction, shapes your messaging, guides decision-making, and gives you a competitive edge.

By investing time and effort into developing a strong and compelling brand positioning, you lay the groundwork for success.

So, take the time to evaluate your current positioning, ensure it aligns with your business objectives, and update and improve it if necessary.

Remember, a solid positioning strategy is the bedrock upon which you can build a thriving and impactful brand and business.

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