You've crafted compelling value propositions. Now let's position your brand to own specific mental real estate in your customers' minds.

Positioning isn't what you do to your product - it's what you do to the prospect's mind. It's the space you claim and defend.

Engagement Message

When I say "overnight delivery," what brand immediately comes to mind?

That instant brand recall is positioning in action. FedEx owns "overnight delivery" in most people's minds, even though many companies offer the same service.

Positioning is about being first in a category or creating a new category where you can be first.

Engagement Message

What category or space would you want your brand to own?

There are three main positioning strategies to choose from. First is Category Leadership - positioning yourself as the obvious #1 choice in an existing category.

Think "We're the leading..." or "The most trusted..." This works when you truly have superior market share or credentials.

Engagement Message

Can you think of a brand that successfully claims leadership in their category?

The second strategy is Comparison Positioning - defining yourself against a well-known competitor. This is the "We're the alternative to..." approach.

Pepsi used this against Coke. Avis used "We try harder" against Hertz. It works when the leader has obvious weaknesses you can exploit.

Engagement Message

Why might positioning against a competitor be risky?

The third strategy is Niche Specialization - owning a specific segment so completely that you become the obvious choice for that group.

Instead of competing broadly, you dominate narrowly. "The CRM for real estate agents" beats "The best CRM" when targeting realtors.

Engagement Message

What specific niche could you potentially dominate?

Your positioning must be believable and defensible. Claiming to be "the best" without proof fails. Claiming leadership in a category with established leaders fails.

Pick a position you can credibly claim and successfully defend against challengers over time.

Engagement Message

How would you defend your chosen positioning against new competitors?

Strong positioning creates clarity for customers and focus for your business. When prospects know exactly where you fit, decision-making becomes easier.

Weak or confused positioning forces customers to figure out why they should choose you - and confused customers don't buy.

Engagement Message

Which of the three positioning strategies do you feel most confident spotting so far?

Type

Multiple Choice

Practice Question

Tesla positioned themselves as "the future of transportation" rather than just another car company. Which positioning strategy does this represent?

A. Category Leadership
B. Comparison Positioning
C. Niche Specialization
D. None of the above

Suggested Answers

• A - Correct
• B
• C
• D