
In the long list of pillars that comprise a brand, "positioning" is one of most popular (and frankly, fun) factors to develop.
Endless blogs and papers and marketing books have been written on how to define and discover brand positioning. The most impactful we've found is from brand expert Seth Godin (who, in this video, is himself referencing Jack Trout & Al Ries' book "Positioning: The Battle for the Mind.")
Seth articulates brand positioning this way:
"Positioning is a generous act. It is not a battle. It is not about differentiation. It is not about gaining something. It is about offering people who are busy a clear map of who you are and who you're not. If you are not eagerly sending potential business to your "competitors," then you don't actually have a position. Basically, you're saying, "we're for everyone, and you're everyone."
Your business is extremely unique. You offer something very special for a very specific group of people.
What you DON'T sell is the thing that the other company down the street offers. The people who want that thing – you should send them there. They are not your people.
People Like Us
Culture: People like us do things like this.
Your customers are your culture. Your brand positioning is done for them. For "people like us."
People who buy from that shop down the street ... they are likely not your culture. And you should readily and generously send that crowd to that shop.
Your brand is for "people like us." We do things like this.
Minimum Viable Audience
Is "everybody" still your audience? If so, your preceding job in branding is to zero in on who you are, and who you serve.
There are over 7 billion people on the planet. Do you need to reach all of them? Of course not.
What about a million? Five thousand? Five hundred?
How many people are REALLY in the core segment that really get you? What if you were ONLY serving those who comprise your culture? What would that look like for your business?
Seth describes the importance of focusing on this group, and building your positioning exclusively for them:
If we begin with the smallest viable audience - a group of people who share the same tastes we share, who want to go where we are going - they become fuel for us to become a singular, peculiar entity, NOT a run-of-the-mill generic thing.
Generosity
Your organization exists to serve, and generosity is at the core of service.
When you consider generosity as a foundation for your brand positioning, it will shine through in how you approach your entire market space.
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