“Positioning is not what you do to a product; it is what you do to the mind of a prospect.”- Al Ries
You need to find that differentiator to be able to stand out in the marketplace and stand for something in the minds of your customers.
That way your audience can remember you for something you want to be known for.
Now, when you think of Amazon, what comes to your mind?
Probably you love that quick delivery and excellent customer service.
Amazon’s positioning statement is the following:
“For consumers who want to purchase a wide range of products online with quick delivery, Amazon provides a one-stop online shopping site. Amazon sets itself apart from other online retailers with its customer obsession, passion for innovation, and commitment to operational excellence.”
As a business you can do many different things.
As a brand—you want to be known for just ONE thing—not one product or one service, but one idea.
So that ultimately you can create that desirable perception and take a specific place in the mind of your customer.
Next time they’re about to make a purchasing decision, it can help them navigate through variety of choices and buy from you-thanks to that clear positioning.