Positioning Products & Services
Positioning refers to the place a product or service brand occupies in the minds of its customers. It’s the key ingredient that distinguishes your products & services from your competitor’s, in meaningful ways. Successful positioning plays a critical role in well-executed Marketing Strategies.
Therefore, strong positioning has a great impact on the success of your business, but many high-growth companies struggle with how best to position themselves and communicate why they matter. Defining a clear positioning allows you to control how the market perceives your business and create a more compelling narrative for your product of service. Despite this, it’s all too easy for companies to get caught up in the business and product side of their operations and neglect exactly what their message is and how it fits into their marketplace.
Positioning Core Values
At JBPRM, we understand that a well-positioned brand communicates important target market benefits in unique, engaging and compelling ways. These benefits also include shared core values emanating from genuine corporate vision, goals, and culture. Positioning a brand (company, product and service), in technical markets like process, power and energy, needs careful consideration for the following reasons:
- Customers are highly knowledgeable; taking buying decisions based on all the facts
- Members of the buying team whether influencers or decision makers, tend to be extremely risk averse.
- The importance of communicating company values that resonate with your target audience
- Any brand values (claims) presented to prospects, must be absolutely evidenced as genuine
It is our approach to integrate core values of the business as an integral part in any positioning effort i.e. the brand strategy becomes more than just messaging around product or service features, advantages, and benefits.
Our Four Pillars Positioning Model
We believe there are four key components to effective brand positioning:
Target customer – Identify the primary audience to whom the brand is designed to appeal: This is not just the energy market but also includes the decision makers (within the decision buying group) and their needs and wants (material and timing)
Brand essence – Define the “heart and soul” of the brand: Should centre on one specific claim and all communications should convey an aspect that supports this outstanding claim
Brand promise – A promise of relevant differentiating benefits: In technical markets, the decision makers are always highly educated, knowledgeable, and informed people. Any promise or claim needs to be born out by solid evidence
Brand personality – Adjectives that describe the brand as a person: Only language that is familiar to the decision-making group within these target businesses will be accepted. Using the market language instils familiarity and aids with affinity.
Together, these components define the brand. They’re codified in a simple format that provides direction; not only for marketing communication and brand identity standards and systems, but also for all other business activities. Markets, in their very nature, are dynamic. Maximising the relevance of how and why your business matters will position it for sustained growth and help it to find a meaningful space in the hearts and minds of your customers.
If you feel you could benefit from a review of your brand positioning, get in touch.