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.
How to influence perception?
Positioning plays a crucial role in defining how a product stands out in the market by delivering specific value to a well-defined group of customers. I think it's essentially about creating a distinct place in the consumer's mind where they perceive the product as uniquely addressing their needs or desires. Starting a conversation with a customer by discussing product positioning is strategic because it sets the stage for understanding the product's relevance and differentiation. By shaping the consumer's perception and expectations, product positioning provides context that answers fundamental questions:
– What is the product?
– What does it offer?
– And why should the customer care?
This context is essential for customers to grasp the value proposition and make informed decisions about whether the product aligns with their needs and preferences.