Great Positioning

17Feb07

So what is great positioning, anyway? The strongest positioning is built on reduction. People unconsciously place brands in categories. Those brands that rise to the top are known for simple—even simplistic—ideas. In fact, the top brands in most categories can usually be summed up in a word or a short phrase:

• FedEx revolutionized the package delivery business because they became synonymous with “overnight.”
• Volvo built its reputation on “safety.” When people want a safe car, they buy a Volvo.
• What company has become known for spectacular “innovation” in the consumer electronics market? Apple, of course.
The more you can simplify your positioning, the more powerful it becomes.

The Problem of Positioning Professional Services
Unfortunately, many professional services firms are built on complexity. The customized nature of their services can make these businesses difficult to define. The language they speak can be highly technical and dense. So how do you simplify a complex, multifaceted business?

The answer lies in uncovering a firm’s fundamental purpose. Ask questions such as “What is the most basic benefit you provide?” or “When an engagement is over, what fundamental goal have you achieved?” For those with the courage to distill their services to their essence, a forceful new market position will emerge.

Filed under: Branding, Elements of a Successful Brand, Marketing, Pivot, Positioning, Professional Services   |  Leave a Comment