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Positioning is determining one's rightful place in
a market, and articulating it in a way that clearly
identifies the company's unique value and competitive
advantage. It is important to review and clarify positioning
and key messages before developing marketing strategies
or outbound communications.
Problem
Companies often jump right in to developing a business
plan, presentations, sales tools, marketing collateral
or a corporate website before they can clearly articulate
what they do in a way that can be easily understood
by a broad range of audiences (customers, investors,
analysts, press, partners, employees). This causes
confusion, inefficiencies in developing outbound communications,
and sometimes inhibits a focused overall business
strategy.
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