Customer-centric
When we focus on what customers need and value most, we can develop a customer-centric approach to positioning.
Textbook examples are Airbnb and Starbucks. Airbnb’s strategy redefined the hospitality sector by focusing on very personal local experiences and a sense of belonging. Starbucks positioned itself as the ‘third place’ between home and office, a welcoming environment for work and relaxation. The positioning doesn’t change the product or service. It transforms how customers perceive it.
Simplicity and clarity
Communicating positioning effectively requires simplicity and clarity. Brands like Ikea have achieved this by distilling their value proposition into simple phrases or words that resonate with customers.
Distinctively different
Research tells us that being distinctive is crucial. Businesses need to stand out from competitors by offering strong, memorable differences that align with their positioning. (And a strong brand identity will help).
Consistency counts
Consistency is key to making positioning stick. Think how the world’s most successful brands create variations around a core positioning idea. An example? BMW’s claim, ‘the ultimate driving machine’ connecting performance, engineering, and luxury. Consistency (for over 50 years!) meant BMW occupied a distinct place in the minds of their ideal customers.
Where’s your ‘sweet spot’?
Success requires you identifying what customers care about and where that intersects your business strengths. To help you discover your powerful positioning we’ve created a free TOTEM guide. It gives you access to some of the tools TOTEM use to help clients create powerful positioning.
And we know it’s not easy to do this yourself. Especially from within an organisation. If you need some help, talk to TOTEM.
