๐˜ฟ๐™ค๐™ฃยด๐™ฉ ๐™›๐™ค๐™ง๐™œ๐™š๐™ฉ ๐™–๐™—๐™ค๐™ช๐™ฉ (๐™ฎ๐™ค๐™ช๐™ง) ๐™ฅ๐™ค๐™จ๐™ž๐™ฉ๐™ž๐™ค๐™ฃ๐™ž๐™ฃ๐™œ

๐˜ฟ๐™ค๐™ฃยด๐™ฉ ๐™›๐™ค๐™ง๐™œ๐™š๐™ฉ ๐™–๐™—๐™ค๐™ช๐™ฉ (๐™ฎ๐™ค๐™ช๐™ง) ๐™ฅ๐™ค๐™จ๐™ž๐™ฉ๐™ž๐™ค๐™ฃ๐™ž๐™ฃ๐™œ

When companies and teams plan for their commercial success and thrive for excellence, they tend to forget aboutย #positioning.

Positioning is and should be a crucial element of your commercial success. Afterall, how do you position yourselves compared to your competitors? How do you want to be perceived by your target group and customers? Whatยดs the tone of the message you want to bring across? How do you communicate the uniqueness of your brand or product? And how do you flavor your communication?

When you look at positioning, there are different levels to take into consideration. The positioning of;

ยท your company
ยทย ย your brand name
ยทย ย a specific product or product range
ยทย ย your employees

When you position these various elements it will help when you draw a cross with two axis. On both axis you write those elements down that describe you best and what helps you toย #differentiate. On the opposite site of the axis you write down what the opposing description of such an element is.

Take for exampleย #Breitling; a brand of luxury watches. Their positioning includes โ€œThe master of performance, 100% Swiss made instruments for professionals since 1884, specialist of technical watches and the inventor of the modern chronograph, worldwide servicing, limited editionsโ€. โ€œ100% Swissโ€ stands for quality. โ€œSince 1884โ€ stands for experience and reliability. โ€œinventorโ€ stands for being first and innovation.

To shoulder their positioning Breitling offers โ€œaccurate and indestructible watches made for aviation and marine professionals.โ€ ย In their communication they show various scenes with pilots and jets which underlines that the brand stands for speed, adventure, luxury and aviation. And to support all that the company hires Hollywood stars like Brad Pitt, Charlize Theron and John Travolta (a pilot himself). This proves that Breitling takes itsยด positioning very seriously and overthinks every single move. Besides, the positioning of a company, a brand and itsยด product shouldnโ€™t be an afterthought but a well-considered and mapped out plan.

And even if you donยดt have the deep advertising pockets as global luxury brands (you most likely donยดt), and you canยดt or wonยดt afford hiring famous influencers, you still should spend time on the following basic questions;

1.ย ย ย ย ย where do we stand for (as a company, a brand, our portfolio and our single products)
2.ย ย ย ย ย what makes us unique
3.ย ย ย ย ย how are we different
4.ย ย ย ย ย how do want to be seen
5.ย ย ย ย ย what do we do to support our positioning

A few examples to help you differentiate;

You are either fast or slow, stand for luxury or commodity, are global or local, offer specialty or mainstream, are expensive or cheap(er), have a broad or small portfolio, are innovative or conservative, are โ€œa game-changerโ€ or โ€me tooโ€, etc, etc.

Feel free to share your ideas about positioning in the comments below or drop us an email via info@bluepepper.blue.

#commercialexcellence

#strategy

#marketing

WhatsApp WhatsApp ons