Waitrose: Proper positioning is about you, but also the competition.
The big idea: Positioning can be about you. Your position can also be about the competition.
The best: a bit of both.
How do you pull this off?
Positioning in any market:
- Know the image you want to project.
- Take a stand with your message.
- Draw a distinction.
Positioning is about stamping 2 or 3 ideas, words, or images on your customer’s brain. You are doing this so that when someone says your name, people can say that you are X, Y, and Z.
Many businesses get mushy. The position is muddled. There isn’t a distinction.
What are you for?
What are you against?
My example: Visit DaveWakeman.com.
I’ve laid out my site to show:
- I’m focused on profits.
- I’m effective in delivering profits.
The research and my position paint the competition as:
- Tactical
- Focused on meaningless measure
- Not profitable
My question to you: How’s your position?