You are here

Missionary positioning

We all understand the concept of 'positioning' – finding and defining a clear and distinctive place for your company product, service, or brand in the mind of customers and prospects. The best positioning strategies deliver a clear understanding of what makes you different, but in a way that is relevant to the market; for example, saying that you are the only marketing communication agency in Teddington may make you unique, but is of no interest.

Positioning, of course, must therefore be customer centric, believable, easily communicable and give you a competitive advantage.

We also know that positioning is a way of identifying with either a niche in the market that you can occupy, or of appealing to a particular market segment. These exclusion strategies can of course be self-limiting and restrict your market potential, proving that finding real points of differentiation without imposing market restrictions is just one of the reasons that positioning is so difficult.