Positioning in business refers to marketing and the position is taking marketing into strategy. It can also apply to a person in a business. Here is an example:
-Positioning = Strategy
-Branding = Application
-Marketing= Implementation
Marketing in essence is the implementation of the Strategy through the application. So to have effective marketing you need to start with positioning. Positioning can be a strategic exercise that will have an impact on the entire business model. To start, the first question to ask is “What does this company stand for?”
This is so crucial when it comes to employees or business partners if they don’t know what they stand for or have a clear understanding of the companies positioning they can be confused, lack confidence in company and misrepresent the company.
The easiest way to start this talk with your team is to ask: who, what, how, why and value. Value is key in positioning. Great questions to work toward your company positioning and this can even be used in your personal life or your co-workers.
Here is an example of positioning and I will use one of my companies, Fashion Week San Diego. Please note this is condensed, but you should list everything and go until you can’t think of any more answers per question.
Who (do we work with)= fashion industry, designers, etc...
What (do we offer)= opportunity to grow and gain notoriety.
How (do you connect with the who) = strong relationships, connections and network.
Why (do you enjoy working with the who) = launching careers and supporting entrepreneurs in the creative industry.
Value (what do we provide) = ability to plug into something larger than themselves.
Try working on your positioning in business and even try applying this to your personal life. The “who” if applying this to your personal life is a person or entity you would like to have a better relationship or start one with. Great exercise and love to know if you try it, you can always email me at Allison@apaconsulting.biz
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