Introducing The Marketing Knot: Step 4. Position
Who are you? At the core of your business what do you stand for? Care about? Prioritise? Excel at?
Positioning is my absolute favourite part of marketing! I’m a sucker for some great brand positioning especially when it’s a new or small business disrupting the marketplace. I love helping my clients communicate their positioning in a creative way because the truth is you don’t need to be bigger or better you just need to be different.
You get to set the rules, you get to command the conversation and when you step up and do just that? You get this beautiful thing called traction, because as it turns out we’re all tired of hearing the same thing over and over again and we’re crying out someone to give us a better option.
In step 4 this is what we look at – the conversation going on in your marketplace, the message you have to share and the point you want to make.
Building upon those earlier decisions in Steps 1-3 we can now start claiming our territory in the marketplace and taking ownership over our EDGE. Unlike hostile takeovers, however, the way you do this is not by taking grand, gratuitous actions, but by making small, meaningful maneuvers. It’s a lot easier than you imagine and a lot more fun.