The Positioning Litmus Test

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“Does your positioning statement pass muster?”

Last month I wrote about the importance of creating a personal brand – that branding isn’t just for the mainstream consumer product companies.  If you buy into that concept – the idea that you are a brand and you either [i] let the market define what that is for you or [ii] take an active role in constructing something you take pride in representing; then you need a positioning statement.

Traditionally, companies use positioning statements to tell the market place what it is they provide, to whom, the benefit, and the difference between them and their competitors.  Geoffrey Moore’s positioning template is very straightforward. 

However, don’t let the simplicity of it fool you.  To quote Blaise Pascal, "I have made this letter longer than usual, only because I have not had time to make it shorter."  It is much more difficult to be succinct – where every word is critical. 

So you have, after much brainstorming and many machinations, your positioning statement.  How do you know if it’s any good?  Well, I propose the following five criteria – is it:

1. Distinctive? 
Entering an already crowded marketplace can present us with quite the challenge.  A great example of distinction or uniqueness is Apple’s creativity in re-defining the market space when they introduced a computer in 1984 – the heyday of IBM.  They chose to give IBM’s position a little push into the ‘square’ and ‘hard to use’ category while they worked hard to fill the ‘fun’ and ‘easy to use’ space.  The degree of success is well documented – in today’s world; IBM no longer owns the computer brand space having been usurped by Dell. However, Apple still is king atop the ‘fun’ and ‘easy’ hill.

2. Focused?
You cannot be everything to everyone. No one will remember you.  The hard part about this one for most is the perception of missing out on revenue.  It is hard to walk away from money.  The reality is that diluting your brand encourages you to take on opportunities that are not within your core competence thereby increasing the likelihood of shoddy products or services and a hard to repair dent to your brand promise.

3. Affordable?
I personally love this one.  Countless times I have been involved with clients in the definition of their target market(s).  “Hey, this product can be used by the government to help save lives.  Oh, and financial institutions absolutely need this to ensure the security of their data.  Oh and of course let’s not forget transportation companies…….and, and…”   I think we see where this is leading.  What kind of dollars does it take to support such a marketing and sales campaign?

4. Enduring?
Just remember, once you’ve established it – it’s YOURS.  You own it; for good or bad.  Xerox = Copiers regardless of the fact they started making computers.  Starbucks = Coffee even though you can enjoy a sandwich while absorbing the ambience.  It is hard to shake or successfully change your brand once the marketplace accepts it.  This sometimes leads companies to name changes – much harder for individuals to manage unless we’re talking running away to Mexico.

5. Authentic?
You must deliver on your positioning.  That is a must.  Once you have established credibility with your brand your audience will actually give you a little wiggle room.  While the Mac established its brand promise as ‘easy to use,’ over time the computer has become somewhat more difficult than the original.  This has not changed the established belief by its loyal following.

Jacqueline ‘Jack’ Perez is Founder and Market Builder for Summit Strategy Partners, LLC, a Chapel Hill-based boutique strategic marketing and communications firm.  Jack helps companies align their marketing strategy to corporate objectives and uncover their Disruptive ConversationTM.  She regularly publishes MarketingSmack – a weekly humorous blog on the Human Experience.