Positioning strategy

Positioning strategy defines how customers should perceive your product versus alternatives. Effective positioning claims a distinct place in customers' minds by highlighting unique value. This requires choosing what to emphasize and, equally important, what to sacrifice.

Strong positions connect to specific customer needs and competitive gaps. They're credible, distinctive, and relevant. For example, Amazon owns "selection and speed." Volvo means "safety." Your position should be equally clear and defensible. Test positioning statements with target customers to ensure they resonate.

Positioning influences every customer touchpoint: messaging, features, pricing, and channels. Consistency across touchpoints reinforces your position. Changing positions confuses markets, so choose carefully. The best positions grow stronger over time as you keep supporting them.