In my business, we use the term position a lot. In marketing it usually refers to one of two very specific ideas:
1. Your position in the marketplace — are you the number 1 shoe brand in the USA or number 2?
2. The Position as the foundational message of your brand; that is the essence of what you stand for and why anyone should believe in what you sell
Today, I am going to talk a little about the second choice, though admittedly number 1 doesn’t exist without a firm grasp and daily understanding of number two. Think about what I just said in number two above: THE FOUNDATIONAL MESSAGE of your brand. What you stand for. Why anyone should believe. Yep, I just broke that up into three sentences for a reason: to make a point.
So what is your Position? If your answer is that you don’t even know, then we have a problem. Certainly if you spent any money whatsoever to brand or re-brand your company and either don’t have or do not know what your position is, that’s a huge problem for your brand.
In order to connect with and turn people into believers of your brand, you need to understand what hurdles they face every day and how to help them get to their desires. In other words your brand has to be positioned in their minds to solve problems for them and ultimately connect to be their source of, get this, salvation; or at a minimum, their source of satisfaction.
So stop everything you are doing right now, and give me your Position. No, not your tagline. Not your logo, avatar, font, headline size, photo plan, etc. Give me your position. If you can not, then you are missing the point.
Brands do not equal graphic design. Brands are at their core messages; messages that differentiate and connect through the right design outcomes across the right channels to engage at the right time. But at their center there is a message, and that message is a position. Learn yours today. Believe it. And live it.
This blog will spend many hours from this moment on tackling Positioning, foundational message strategy and any thoughts and questions you out there have about Brand Strategy in general. Look for it.
Marc S. Glazer