How do people think and talk about you when you are NOT present? How do people think and talk about your company? What positioning do you have in your market, in terms of the specific words people use when they describe you and your offerings to others? Positioning is influenced by your entire marketing strategy. Things that can directly influence your positioning include:

• Company Communications

  Your communications mix has a big role to play as it usually focuses on particular benefits and advantages of the product.

• Competitor claims

  Positioning is viewed on a relative basis.

• Product features

  The actual design and features of the product or service has a major impact on the perception of the product and its relative advantages.

• Packaging

  One of the first experiences the customer has with a product is the look and feel of the packaging.

• Word-of-mouth

  Word-of-mouth communication between prospective customers has a high level of credibility and cut through and will greatly influence positioning.

• Media reviews

  Media discussion/articles or product reviews are also seen as quite credible and independent and will influence perceptions.

• Choice of Partners

  The type of partners you choose often give an indication of the product’s quality and status.

• Pricing

  The overall price of the product or service act as a cue for quality, and a high frequency of sales promotions may suggest lower quality.

Ideas for how we might help...

• We could review your current positioning by speaking with your customers and your prospects and getting their perceptions of where you fit in the market and how you compare with other businesses in the sector.
• We could help you refine your positioning if appropriate or look at other practical ways to elevate and/or differentiate your brand in the market.
• We could look at your positioning and compare it with that of your competitors.

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