{"id":1984,"date":"2024-08-18T09:48:31","date_gmt":"2024-08-18T13:48:31","guid":{"rendered":"https:\/\/paulsyng.com\/blog\/?p=1984"},"modified":"2024-09-16T12:26:30","modified_gmt":"2024-09-16T16:26:30","slug":"positioning-2","status":"publish","type":"post","link":"https:\/\/paulsyng.com\/blog\/positioning-2\/","title":{"rendered":"Positioning"},"content":{"rendered":"\n<p>Most marketers describe it interchangeably with a &#8216;niche&#8217; or &#8216;value prop,&#8217; which makes them look like they\u2019ve never opened a marketing book.<\/p>\n\n\n\n<figure class=\"wp-block-embed alignwide is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Positioning\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/WZT4jhv8Vg4?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<p>So what is it (and isn&#8217;t)<\/p>\n\n\n\n<p><em>First things first: forget everything you thought you knew about positioning.<\/em><\/p>\n\n\n\n<p>It&#8217;s not just a marketing tactic or a catchy slogan.<\/p>\n\n\n\n<p>It&#8217;s the very DNA of your business.<\/p>\n\n\n\n<p>Positioning is a fundamental business decision that informs everything you do.<\/p>\n\n\n\n<p>A useful analogy is <a href=\"https:\/\/bradfrost.com\/blog\/post\/atomic-web-design\/\" target=\"_blank\" rel=\"noopener\">atomic design<\/a>.<\/p>\n\n\n\n<p>It&#8217;s the smallest atom in your business organism, the building block that shapes your entire company from <a href=\"https:\/\/paulsyng.com\/blog\/your-business-is-your-brand\/\">the inside out and the outside in<\/a>.<\/p>\n\n\n\n<p>Inside out.<\/p>\n\n\n\n<p>Positioning as a business strategy<\/p>\n\n\n\n<p>When we talk about &#8220;inside-out,&#8221; we&#8217;re looking at how positioning informs your business strategy. This is where the rubber meets the road, folks.<\/p>\n\n\n\n<p>Take Volvo, for example. Their positioning is all about safety. But it&#8217;s not just a marketing gimmick.<\/p>\n\n\n\n<p>It&#8217;s a core business decision that influences:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>How they design and build their cars<\/li>\n\n\n\n<li>The engineers and designers they hire<\/li>\n\n\n\n<li>Their company culture and values<\/li>\n\n\n\n<li>Their focus on crash test demonstrations<\/li>\n<\/ul>\n\n\n\n<p>This safety-first positioning is baked into every decision Volvo makes.<\/p>\n\n\n\n<p>It&#8217;s not just what they say; it&#8217;s what they do.<\/p>\n\n\n\n<p>Outside in.<\/p>\n\n\n\n<p>Positioning as Brand Strategy<\/p>\n\n\n\n<p>Now, let&#8217;s flip the coin. The &#8220;outside-in&#8221; perspective is how your customers perceive your positioning.<\/p>\n\n\n\n<p>This is where brand strategy comes into play.<\/p>\n\n\n\n<p>Sticking with our Volvo example, their safety positioning translates into a brand that&#8217;s perceived as reliable, trustworthy, and family-oriented. When people think &#8220;safe car,&#8221; they think Volvo.<\/p>\n\n\n\n<p>That&#8217;s powerful positioning at work.<\/p>\n\n\n\n<p>Positioning goes beyond marketing.<\/p>\n\n\n\n<p>It is just one of the many tools in your positioning toolkit.<\/p>\n\n\n\n<p>Positioning means making choices.<\/p>\n\n\n\n<p>So, how do you nail your positioning?<\/p>\n\n\n\n<p>Start by asking:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>What unique value do we offer?<\/li>\n\n\n\n<li>What do we want to be known for?<\/li>\n\n\n\n<li>How do we want our customers to feel?<\/li>\n\n\n\n<li>What internal decisions will support this position?<\/li>\n<\/ol>\n\n\n\n<p>Remember, your positioning should inform everything from your product development to your customer service to your marketing campaigns.<\/p>\n\n\n\n<p>Positioning isn&#8217;t just a marketing exercise. <\/p>\n\n\n\n<p>It&#8217;s the atomic core of your entire business strategy.<\/p>\n\n\n\n<p>It&#8217;s what you do, not just what you say.<\/p>\n\n\n\n<p>When you get it right, it aligns your internal operations with your external perceptions, creating a powerful, cohesive brand that resonates with your audience.<\/p>\n\n\n\n<p>So, take a hard look at your positioning.<\/p>\n\n\n\n<p>Is it informing every aspect of your business?<\/p>\n\n\n\n<p>Is it clear, consistent, and authentic?<\/p>\n\n\n\n<p>If not, it might be time to realign your atomic core.<\/p>\n\n\n\n<p><a href=\"https:\/\/paulsyng.com\/blog\/pains-and-gains-of-positioning\/\">(Read pains and gains of positioning)<\/a><\/p>\n\n\n\n<p>Remember, in business (as in physics), it&#8217;s the fundamental particles that hold everything together.<\/p>\n\n\n\n<p>Make your positioning the strong force of your business, and watch your brand&#8217;s universe expand!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Most marketers describe it interchangeably with a &#8216;niche&#8217; or &#8216;value prop,&#8217; which makes them look like they\u2019ve never opened a marketing book. So what is it (and isn&#8217;t) First things first: forget everything you thought you knew about positioning. It&#8217;s not just a marketing tactic or a catchy slogan. It&#8217;s the very DNA of your [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":1724,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_coblocks_attr":"","_coblocks_dimensions":"","_coblocks_responsive_height":"","_coblocks_accordion_ie_support":"","footnotes":""},"categories":[64],"tags":[77],"class_list":["post-1984","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ybyb","tag-positioning"],"_links":{"self":[{"href":"https:\/\/paulsyng.com\/blog\/wp-json\/wp\/v2\/posts\/1984","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/paulsyng.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/paulsyng.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/paulsyng.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/paulsyng.com\/blog\/wp-json\/wp\/v2\/comments?post=1984"}],"version-history":[{"count":8,"href":"https:\/\/paulsyng.com\/blog\/wp-json\/wp\/v2\/posts\/1984\/revisions"}],"predecessor-version":[{"id":2060,"href":"https:\/\/paulsyng.com\/blog\/wp-json\/wp\/v2\/posts\/1984\/revisions\/2060"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/paulsyng.com\/blog\/wp-json\/wp\/v2\/media\/1724"}],"wp:attachment":[{"href":"https:\/\/paulsyng.com\/blog\/wp-json\/wp\/v2\/media?parent=1984"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/paulsyng.com\/blog\/wp-json\/wp\/v2\/categories?post=1984"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/paulsyng.com\/blog\/wp-json\/wp\/v2\/tags?post=1984"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}