In general, positioning is the process that allows you to put your own flavor on what you want to be known for and the value that flavor provides to a specific audience.
The goal is to create a unique identity for your brand/product/service that resonates with consumers and differentiates you from competitors.
The key here is to understand how to find your secret sauce to help amplify your revenue potential in a very crowded marketplace of solutions.
The concept behind positioning is to identify the core benefit you offer and communicate that benefit to potential customers in a succinct way.
You can position your product based on its features (e.g., size, color) or benefits (e.g., speed) or even focus on outcomes that add value to the ideal customer.
Why Does Positioning Matter?
A ton of companies spend so many marketing dollars trying to identify brand positioning only to forgot that product positioning is equally important. A company has a vision and a mission – positioning has to do with those two things but a company has to understand that those two pillars are extremely important to drive towards good positioning.
In Supply Chain, there are numerous ways to gain attention of your target market. It’s important to follow a very simple framework in order to accelerate your ability to win.
Your products or company positioning must be distinct from other products in its category, so that customers can easily recognize it as being different from everything else on offer.
If there are lots of similar offerings out there–and most markets have plenty–you need some way of making yours stand out as unique and appealing enough for someone to choose it over another option or even no option at all!
Positioning Companies and Products are different – and they should be
Most people confuse company positioning and product positioning. It’s because most agencies will tell you that they are the same.
Company Positioning = involves investing time identifying your core markets (TAM/SAM) and building a brand that identifies with said audience. It’s also the crux of a company vision, mission & overall company strategy.
Product Positioning = involves identifying your core customers that care enough about the value they will receive by using your product & explaining the product to them with the outcomes they can expect through usage.
At LarC, we focus on helping you identify your sweet spot with your product and company. We’ve done this successfully at various companies, both small and large. We’ve provided expertise to companies on audience & customer research, competitive intelligence overviews and positioning frameworks learnt through years of experience & practice.
It’s one of the reasons we built LarC in the first place – to make sure the investments in supply chain over the past 2 years come to fruition through the best positioning possible to ensure revenue generation.
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