We work with a lot of different clients, on a lot of different things. But many clients tend to come back to us for the same type of projects. Here's how I explain positioning to clients who may only use us for new product or claims ideation.
Why does positioning matter?
Positioning is the place you want your product or service to live in the minds of your customer. A successful positioning should make people want to buy what you're selling. Sounds good, right? But the wrong positioning can give even the best products poor brand equity or cause them to fail in the marketplace. A solid positioning opens doors for your brand and creates a positive relationship with consumers.
What makes a winning positioning?
The best positions are the ones you can own. To do this, your position must truly leverage a key point of difference in your product. This makes it much harder for your competitor to take it for themselves. And remember: a winning position does not try to be all things to all people—there is sacrifice involved. Positioning is not real estate. You cannot own one space well if you're trying to own them all.
Why should I use consumers to develop my positioning?
We find that "big ideas" spring from compelling insights. If it's not compelling, if people don't care, if you're saying something that's irrelevant, you're never going to have a great position. At Ideas To Go, Creative Consumers® associates help to develop your positioning statement to ensure that it resonates with consumers. And there's no better way to find out what resonates than to hear it directly from them.
Katie Franke is a Marketing Communications Specialist and Concept Writer at Ideas To Go, an innovation agency that works with Fortune 500 companies in ideation and concept development to incorporate the voice of the consumer.