Most companies and organisations don’t think about positioning, as they assume it’s obvious to their customers. However, I think positioning is about shaping the environment in the consumer’s mind, helping them draw comparisons and know what to expect. You can compare positioning to the opening scene of a film as when you go to the cinema, you usually know a little about the film before buying your ticket. Yet, the job of the opening scene is to set the context because you have some big questions:
- Where are we?
- What time frame is it?
- Who are the characters?
- What is the vibe of this film?
You need these big questions answered before you can settle in and pay attention to the details of the story. This is also the case for your company or organisation, so contact me via email for an informal meeting about your positioning.