Positioning is how an organization defines and communicates its unique value in ways that authentically resonate with customer needs—focusing on genuine differentiation rather than manufactured claims.
Authentic Positioning
Effective positioning:
- Reflects genuine capabilities
- Addresses real customer needs
- Differentiates authentically
- Communicates clearly
- Resonates emotionally
What It’s NOT
- Manufactured differentiation
- Aspirational claims
- Competitive comparison
- Marketing spin
- Empty promises
Key Elements
Unique Value:
- What you genuinely do differently
- Why it matters to customers
- How it solves real problems
Target Clarity:
- Who you serve best
- What problems you solve
- Why you’re the right choice
Authentic Communication:
- Clear, honest language
- Real examples and proof
- Transparent about fit
- Genuine about limitations
Positioning is the foundation of all market communication—get it right, and everything else becomes easier.