90 Positioning

Too often, organizations see positioning as a linguistic exercise. But the perfectly worded positioning statement should not become a pursuit on par with the quest for the Holy Grail. Developing positioning and writing a mission statement are two different exercises. While spending time carefully crafting the appropriate mission statement is well worth doing, it should be done later.

Positioning—whether it’s for products or companies—is a strategic exercise. Useful models developed by the Harvard Business School, Kellogg School of Management, and other credible sources are readily available. These simple templates demystify the strategic positioning exercise.

Positioning is all about making tough choices. Being all things to all people is not a strategic position. Something’s got to go. An effective brand identity requires clearly identifying whom the target audience is for the brand, what the brand’s primary differentiator is, and how that claim is justified.

Positioning diagram Courtesy: People Design

Positioning template Courtesy: Marty Neumeier

Positioning is not about changing what a company says; it’s about committing to a clear direction that distinguishes a company from its competition.

Too often, companies get distracted by the elusive mission statement. This simplified positioning template addresses the key issues required in developing a clear strategic position.