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Published On
November 2, 2021

Positioning is an act of courage

⏳ Reading time:
4 minutes
Visual by
Mark Tegethoff

Many professionals, creatives, and entrepreneurs make the mistake of thinking that anyone can be their customer. By making that statement, none of your prospective clients or fans will feel that your brand, solution, or product is tailored to their specific needs.

That’s where Positioning plays a considerable role.

Positioning is a fundamental business strategy.

Positioning is to position your brand, solution or product in the mind of your customers/audience relative to your competitors.

Positioning is answering the question: “How do I become less interchangeable in the mind of my customers/audience?”

To answer that question, you will need courage. The courage to pick one door, open it, enter and close it behind you. What you will find is a world full of opportunities where your creativity will never see an ending.

Take a deep breath, gather all the courage you can find in yourself and make the leap.

Define your Positioning

Ok, now that we have the same understanding of Positioning, let’s answer your question: “How do I define my brand, firm or product positioning?”

Let me share an experience with you. Two years ago, I started working with an engineering company on the launch of their new product. During our initial marketing sessions, we used a tool to help us define the space that we wanted to occupy in the market and our customers’ minds.

The idea is simple: curate the different segments you want to touch, prioritise your targets, and develop and deliver personalised and relevant messages to engage with diverse audiences.

I highly recommend you to use it for your business, no matter if you’re a creative, a professional or an entrepreneur. Our message is different, but we all have to share it.

Oh… I almost forgot. The “tool” is the STP Marketing Model. The acronym stands for Segmentation, Targeting and Positioning.

The STP Marketing Model — Part I: Segmentation

Segmentation is the process of dividing a broad market into sub-groups of consumers. In other words: imagine that the market is all the connected humans in the world that you can potentially reach.

To accomplish that, you can use various characteristics such as:

While the demographic criteria tend to explain who your potential audience is, psychographic characteristics tend to explain why your potential audience/customer choose to buy.

When you decide to focus on a specific segment, you’re much more likely to be successful than creating a one-size-fits-all marketing campaign.

The STP Marketing Model — Part II: Targeting

Targeting is the process of determining the commercial attractiveness of each segment and making a decision.

They are three main factors to consider in your targeting:

You determine that for each segment to help you decide which one you should target.

The STP Marketing Model — Part III: Positioning

Finally, we have Positioned.

You want your product, service, or brand to occupy a unique space in your audience’s mind.

There are three standard ways you can position your assets to achieve a competitive advantage:

Ideally, you want to combine all three positioning factors.

I know that all of this is much work. But you have to do it because good Positioning will drastically increase your chance for successful marketing campaigns and business decisions.

Mental Space

Before the conclusion, I would like to play a little game with you.

Take a piece of paper and a pen/pencil and write down which brand, an artist, or entrepreneur comes first in your mind when I say:

What will happen is that most of you will have a clear answer for each word. Why? Because those brands, artists or entrepreneurs occupy a clear space in your mind with specific Positioning.

I want you to do the same with your product, service or brand.

Your audience/customers should think about you first when triggered by specific situations.

Examples

Let me give you two examples to clearly illustrate the concept of Positioning for an artist and liberal practitioner:

1) My name is Kelly. I am a songwriter and musical artist. I use music as therapy, and after my friends’ encouragement, I decided to share it with other people going through the same situations in life. During my segmentation and targeting processes, I came to a conclusion that

2) Hello, my name is Stephane, and I am a physiotherapist for dancers with more than ten years of experience.

That’s it! I hope these examples will clarify your understanding of Positioning and help you see how powerful that can be for you and your firm.

Conclusion

In conclusion, Positioning is the process of answering this question: What’s your unique POV/perspective that makes you less interchangeable in the mind of your audience/customers?

I will leave you with that question.

It’s much information, I know. Take it easy… Read the article or listen to the podcast’s episode more than once if needed.

Take care 🌹

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