What exactly is Positioning?
You may have heard a lot out there about Positioning and how important it is to define this strategy for your business.
In my consultancies, when I focused on how important it was to define this stage, many people asked me – “Wow, is it really necessary? It takes a long time, I have to talk to my partner to do this, and I don’t have time – we have a thousand things to solve”.
It’s Complicated but Important
The funny thing is, people find that defining their Positioning is a burden. Yes, it’s really complicated, it takes time, attention, a lot of immersion and a lot of alignment needs to be done, and it also needs to be revisited several times to check if the direction your company is taking matches what you specified.
But the effort is worth it and it is fundamental.
The time is now
What maybe many people still haven’t realized is that “keep doing it” does not determine success or failure because it has no basis for analysis to verify whether it achieved what was expected or not. “To continue doing” means to do it anyway without a guide, without a relationship or aligned communication.
Finding your DNA
This “keep doing” makes your day-to-day more complex because you’ll have to bring to the table more parameters in decision making, while having your position in hand, just look at your DNA and remember – this is your path.
How to Get There
Having a position means sending a clear message of what your company is or represents, of the value it promises and brings. If you don’t get a north, how will you know you got there?
When you created your business, you certainly reflected in which market to operate, which products to make available, to whom, with what differential over your competitor, what was the story behind your company.
All of this that you have reflected and planned with such affection is the basis of your company, your DNA, your mantra. However, if all of these aspects are not organized and described in some way, this vision is lost, or worse – it will only be in your head.
Creating your Positioning means creating your pillars, your purpose, your promise, your persona and brand persona, inputs that will guide all your plans because it is a way of structurally organizing all aspects of your business.
The way in which this information is made available is up to you, but the important thing is that it is objective enough for you to consult, adapt, adjust whenever necessary.
We can say that positioning is the soul of your business in a descriptive way.
So, more clearly – you need to define the soul of your business.
