Positioning statements: product, organizations, and PERSONAL??

Justin.King November 7th, 2008

I recently have been sitting through a number of meetings where we have been developing positioning statements for new products or services. I know it’s kind of old school, but it has helped us keep a target and objective in mind as we develop the rest of the pitch.

{ I started thinking though that I need to develop
my own personal positioning statement }

For those of you that don’t know what a positioning statement is, here is a quick walk through.

Positioning template
For (target audience), (product, company name) is the (frame of reference) that (benefit / point of difference).

It’s easy – all you do is fill in the brackets. Yeah, right – do this with a committee of 10, and you will be there for hours.

  • Target Audience: The attitudinal and demographic/firmographic description of the core prospect to whom the new product or service is intended to appeal
  • Frame of Reference: The category in which the product or service will compete
  • Benefit/Point of Difference: The most compelling and motivating benefit that the new product  or service can own in the hearts and minds of the customers relative to the competition

It did take me quite a while to come up with my personal brand positioning statement – even though it was just me.  i had to fight to keep it authentic!!

{ For b2b organizations, Justin King is the web strategist that can help you
create, manage and grow relationships with your customer base
using the online channel }

Do you have a positioning statement?  Share it if you don’t mind…

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  • http://www.cupofjoe.net Joe Franz

    Interesting idea… I’ve recently written about developing a Personal Position Statement, you can read my post here: http://tinyurl.com/5kw39u . A great place to start is by understanding your strengths, read about that here: http://tinyurl.com/6zayjd . Of course you need to include your areas of competency, passion, etc into your thinking and crafting of your personal statement.

    Keep in mind that your position must exist in reality. In other words – can you deliver on your personal position? It has to be legitimately achieveable, available, and credible. It has to be authentic.

    While positioning may be an older “marketing term” the concept is timeless. Applying it to yourself, your business/product, your non-profit… it is a must have. Without it – you’ll wander off message and off course – wasting time, money, and energy.

    Great topic! Looking forward to more discussion.

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