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…
