Simplifying Who You Are

POSITIONINGYOUR BUSINESS

WHAT IS POSITIONINGIt’s how you want your business and products to be perceived in the market.

It’s also a comparison of

in your space.

YOU VS THE OTHER GUYS

THE BEST APPROACH IS TO KEEP IT Simple

ClearAuthenticBelievableDefendable

GOOD POSITIONINGconnects you to your customers.

It helps your customers understand why they should give you...

WITHOUT A CLEAR MESSAGE

people will make up stuff about your business and products.

Good positioning is unique and compelling—it differentiates you from all the other guys.

The more complex the business is, the greater the need to be

CLEAR,CONCISEAND CRISP.

THINK OF POSITIONING

as a single core idea that captures what you are known for.

It’s going to feel

but try to stand for a single idea.

Let’s take a look at a number of familiar brands with simple, clear positioning.

INNOVATION

MOTIVATION

HAPPINESS

FUN

PERFORMANCE

MAGIC

GREAT TASTE

LOW PRICE

UN-COLA

SAFETY

SPEED

FRESH

TOUGH

EXTRAORDINARY

SERVICE

SO WHAT IS POSITIONINGIt’s a core idea that defines who you are in the minds of your customers.

It’s important to

STAND FOR SOMETHINGso you don’t get lost in the crowd.