Your positioning is essentially your brand’s identity; it’s what makes you stand out from competitors and gives customers a reason to choose you. In a crowded marketplace filled with donkeys, developing strong positioning helps you become a unicorn that demands attention.
What is Positioning?Your positioning refers to how you want customers to perceive your brand and product or service. It encompasses your brand promise, the problems you solve, and the benefits you provide. Your positioning should make it crystal clear who your target customer is and why they should buy from you rather than a competitor.
Why is Positioning Important?Strong positioning allows you to focus your marketing efforts and messaging. It enables you to communicate your competitive advantages and the unique value you provide. Without clear positioning, your messaging can seem unfocused, and you run the risk of blending in with competitors like just another donkey. Solid positioning is the foundation for all your marketing and helps you stand out as a unicorn.
Positioning also attracts your ideal customers. Customers are more likely to buy when they clearly understand who you serve and the specific needs you meet. A diluted positioning spreads your message too thin across multiple customer segments, decreasing relevance.
How Positioning Informs Your Content StrategyYour unique positioning should directly inform your content themes, ideation, and creation. All the content you produce should reinforce your positioning and uniqueness. Let your positioning guide the topics you create content around to communicate your differentiators. Analyze competitors and create content that counters their messaging while staying true to your own positioning as a unicorn, not a donkey.
How to Create a Unique PositioningStart by identifying your target customer and their underserved needs. Analyze how competitors position themselves and find whitespace in the market to become a unicorn. Come up with a positioning that taps into your differentiators. Test your positioning with target customers to ensure it resonates. Refine it as needed to make it memorable and ownable for your brand. Your positioning should be authentic and deliver tangible value; avoid generic claims that make you blend in with the online crowd.
ConclusionAs an entrepreneur trying to set your business apart, developing a unique positioning should be a priority. Take the time to create positioning that spotlights your competitive advantage and the specific customer needs you meet. With clarity on your positioning, you can craft marketing that attracts your ideal clients and makes you a unicorn.
If you’re ready to start defining your unique positioning and content strategy, register your seat for my next online Rise and Optimise masterclass event. Over the course of a half-day workshop, I’ll walk you through exercises to help you become a unicorn in a sea of donkeys!