One of the first steps for a company to take when considering the right direction for their marketing efforts is to develop an internal facing positioning statement. The correct positioning will be the bedrock on which a great brand is built.
Positioning drives to the heart of who you are. So how do you develop a positioning statement? As part of a brand audit process, it requires a bit of internal reflection, and answering the important question:
What place do you want to occupy in the minds of your potential customers or clients?
Think about your target audience. Think about your staff, your values and your product or service. And your competitors. Why do you do what you do? What is the single most important thing you want people to remember about you?
Be bold, concise, compelling and memorable. Differentiate yourself from your competitors. Ensure you are being realistic and are able to deliver on any promises you make.
The positioning statement should be written down and shared with all staff. It will be an internal tool that should guide decisions and behaviours and allow you to move on to build and implement your entire marketing plan.
Once you have a strong position, it will remain fairly constant as your brand starts to grow and flourish.
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