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Positioning is about Your Customer’s Point of View

Product positioning determines how your customers will perceive your products and services. Watch Ken Burke explain more.
“Positioning is not what you do with your product. Positioning is what you do to the mind of your prospect.” That’s a great quote, because is so important that you understand that positioning is all about your costumers point of view, is a lens from which your costumers experience you product or service. Now is critical that you choose the right lens, and you focus that lens, the key is that you actually focus that lens, so your positioning strategy is very clear.
We want to make sure that your customers understand your value proposition, they understand what they are getting out of your product or service, so, why don’t you ask yourself, how do you want that your costumer to see your product or service? This is form their perspective now. How do you want them to think about it? You market position is actually equal to your costumer perception of your brand, your product, or your service. That’s actually what matters. Your costumer perception is what matters, that will create your market position. That’s a good news thought! The good news is that you actually can control what your costumers perceive about you.
You get to control the message, you have enormous influence over their perception, so let’s make sure that you utilize that. You can establish your own identity, your own brand, your own image. What you want to represent to the rest of the world. you actually get a control with. So competitive position is a little bit different, that’s how your actually position against your competitors, so that’s dealing with how the market deals, how the industry looks to you, and how the other competitors looks at you. That’s not what positioning, market position… Again, is all about the costumer, that’s where we want to focus in.
So, the good thing is, again, that you master this this is something that you do every day, because every single brand, every single retailer, every business is actually telling you. Everything that you need to know about your positioning strategy, already, which is great! This is embedded in all of us, because we get bombarded with every company, every company position, every company figures it out for you, because they want to make sure that you understand what their brands represents. So let’s take a look at some well-known brands, and these are brands that you are gonna already know the positioning.
I’m gonna quiz you on this, I want to make sure that you get an A now, so let’s take a look at Cartier, this should be an easy one, right? because everybody knows Cartier, it stands for high quality, high price, high design, that’s what Cartier stands for. Let’s take a consumer brand like Dove, Dove stands for affordable skincare, personal care, beauty for everyone! is an every day brand, you can find it everywhere. Great brand. HBO, HBO is very popular, high-quality entertainment, is considered one of the best quality entertainment organizations in the world. Complex-stories and high production quality, is what HBO is all about. What about UPS? What does UPS means to you?
To me it means realiable package delivery, they’re the best, they’ve been around forever, they’re generic, but they get it done and they get it out. And then, of course, finally Budweiser, we all know Budweiser, is the working man beer, all Americans, that’s what Budweiser says. So you see how these different companies are positioning themselves how you just notice them in your brain, why do you notice them? Because they done a great job in branding, and getting those messages there. So, again, they’re looking out from a costumer perspective, how does the costumer look at each one of these brands?
So for a consumer there are actually a number of clues of their positioning strategy in every brand, so consumers, they don’t know this. But they are constantly looking at these different clues and they are forming an opinion about your brand and how you’re positioning. The first one is quality, are you low-quality, are you good-average quality? are you super high-quality? How about price point? All in this range, this range are continue on, the price point communicate so much, are you a low-price point? and what is says about quality? Are you a high price point? That actually also communicate something about quality, price point is not just a number, I want to make sure you understand that.
Price point says so much about your positioning strategy, Where your product is sold? That’s very key, let’s say it might be sold in a drug store, that communicate something versus a high-end specialized retailer, that communicate something else, how the product or service is sold is another clue.
Let me give you an example: products that are sold by infomercials generally are thought as a low-quality products, I don’t know if that’s true or not, but in the mind of the consumer and how they perceive that, that’s where the brain goes. Where or how the product is marketed is also very important, let’s say you sold in high-end magazines, magazines are read by very rich people, right? Versus free magazines that are setting in every street corner. That also communicates the difference in your brand.
So all of this are clues to tell your consumer what your positioning strategy is, or, I forgot one, messaging, I love messaging, what you say about your product, or you talk about offering your product at a super discount, or you talk about as high end elegance.
Here’s what happens in the mind of the consumer: What they so is that they took all these clues, and they actually form an opinion about your positioning strategy, the good thing is that you have a lot of input to these clues, and you can influence the costumers in a lot of ways, and that’s what we are going to do as we start to craft the positioning strategy. So there are things that I want you to consider as you coming up with your positioning strategy, these are other things that you need to look at. For instance, the first thing is target market, who you decide to target will inform how you position your offering overall, your product or your service.
How about your product or service capabilities? There are inherent attributes and features that are actually inside of your product, that also helps dictate your positioning strategy overall. Let’s say that you got a lot of features, you’re super loaded with features you got a lot of capability, that’s gonna take one positioning strategy or if you are laid on features, as your competitor is what your consumer really wants, you might position a little different. Your competition, your competition can directly impact how you decide to position as well. Your problem statement, what problem statement? What problem are you trying to solve? That also influences your positioning strategy.
And finally, your mission or your vision, How do you position your product to take advantage of the long term? What you really wanna come up with, overall in terms of what your vision is. That needs to be embedded in your positioning strategy, because people will actually buy vision, in a lot of cases they actually buy into your mission or your vision, and so we need to be able to communicate that in our positioning strategy as well. So, why is positioning so important to your business? And by the way, I think this is one of the most important things you can do.
It really does drives a lot of other strategies including messaging, marketing, branding, and all kind of centers about you positioning strategy. In doing that, I think that it brings together a lot of different aspects of your business as well, in the one sizing package it brings together all these different strategies that I just talked of, in one nice package. And the result is informs your costumer what’s going on, what how they should think about you, and it also informs your business strategy overall.
So let’s tale a look at this, some of the business strategies that I want you to consider: first of all, you need value proposition. And as we look at positioning and your unique value proposition, that’s going to determine what part of your unique value proposition that you are going to call out. You might have actually different pieces of your value proposition, that you really want to emphasize, this is gonna help you bring that out. Your messaging strategy, your positioning actually dictates how you’re going to communicate and what you are going to say about your product or service as well, next is a future product development, what you’re gonna to develop in the future?
What new features you’re going to add to your offering? What is going to be your product or service mix? All of these things are considered as you start to look at your product positioning, and positioning also works very closely with the pricing decisions, actually works hand and hand together, because if you have a pricing strategy because if you are really high in the pricing side, then you’re probably going to be position on the higher, that’s just the way the consumer brand works, so you gonna need to keep that in mind. And the you have distribution methods as well, what methods of distribution are you going to be using to get to your target market?
and this is important, where are you going to put your product and how you sell it is also dictated a lot by where your positioning strategy is. Each one can communicate together. As you can see from all of this, the positioning strategy really is the center of all your key strategies, and all must be together like a big puzzle, and I want to make sure that you understand that, that everything is interconnected. That if all of this doesn’t fit together in one consistent package, then is going to be very confusing for the costumer, that’s the last thing we wanna do, confuse our costumer. That would be horrible.

How will customers perceive your products and services? How do you want them to? These two questions are at the heart of product positioning. This Microcast provides a thorough walk-through of key product and service attributes, competitive positioning analysis, and crafting a solid positioning statement for your business.

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