Why brand positioning is more important than ever in 2020
WHY COMPANIES WITHOUT CLEAR POSITIONING WILL NOT BE SUCCESSFUL IN THE FUTURE.
What is positioning actually?
"Positioning in marketing refers to the targeted, planned creation and highlighting of strengths and qualities that clearly and positively distinguish a product or service from other products or services in the target group's assessment.
David Ogilvy's definition of positioning was briefly: "What the product does - and for whom. (Definition Wikipedia)
I have put together my memoirs for a clear brand positioning as follows:
Digital positioning important
WHAT does my company do WHY (purpose & goal) for WHOM (target group), HOW (unique position) and WHY should the customer buy it (customer benefit)
How does one "find" the optimal digital positioning?
Through consistent problem-solving and target customer orientation! Those who solve real and demand-oriented problems always have customers.
In the following I would like to show my approach and help you to find or sharpen your own positioning with the right questions and tips.
Important: Positioning is not something that can be created quickly in 10 minutes on the drawing board. Positioning workshops usually last several days and are a good start. Those who work on the positioning of their company should take the necessary time and calmness for it, because the clear positioning is the basis of the company and the products.
What are the benefits of a clear positioning of companies and products?
✅ A clear positioning of companies and products helps both the entrepreneur and employees, as well as the customers, to achieve clarity.
✅ A clear positioning is a commitment to company and product values and a predictable customer benefit.
✅ A clear positioning helps the customer to make decisions.
Why is it necessary to check an existing positioning?
⚠️ Company positioning is not rigid but flexible.
A positioning that is 70 years old can still work today, but does not necessarily have to be. Because the market does not stand still and after 70 years has created other demands on products and people. The target groups have changed, have different or new needs, new problems arise while old problems have been solved sustainably. Therefore, the positioning must be checked, changed and sharpened at regular intervals.
Exactly here lies the biggest source of error and at the same time the most dangerous. Especially in medium-sized companies, the positioning has been accepted as "God-given" since the foundation of the company and is no longer questioned. The turnover decreases, the company gets into trouble, but instead of looking for the actual cause right down to the foundation walls, the house simply gets a new coat of paint.
Agencies are quickly commissioned to help the company shine with great advertising messages and a new design. But that does not work. If there is no independent customer demand for the company's products, there is no organic growth.
Right now, somewhere in this world, a start-up is trying to revolutionize your industry with a disruptive business model and destroy your company.
How? By solving current and real customer problems, by responding to market demands and by taking a leading position in problem solving. With a fresh and clear positioning, directly adapted and tailored to customer needs.
And that's where a positionierung that has been in place for decades and focuses on problems and wishes that have existed for decades should keep up? Probably not. There is no place for mediocre companies in today's world.
To put it more clearly and unmistakably:
❌ A company that does not solve real problems has no right to exist. ❌
