Positioning is the conscious understanding of where your business fits into the marketplace.
What industry are you in? The intricacies of that market provide important data that helps you constantly discover strengths, weakness and opportunities. Who is your competition? Keeping an eye on others in the space, existing and newcomers not only help in marketing efforts, but in daily operations, decisions and strategy.
How you and your products are branded, should elevate you above the competition. Ads, message, the words we use in your campaigns should contrast in the market and raise you above the noise. We’re information junkies. Nothing makes us sleep at night like data that confirms we’re moving in the right direction. While research may seem an unjust expense to some, you need to know your business.
Research is a part of positioning, it tells us where you are, where you’ve been. Knowing this, we can then determine where you want to go. With goals we can manage your position through marketing communications. It’s a conscious effort and course changes are common, but without it, we’re wandering around in the dark, subject to the winds, rather than using them to steer where you want to go.