< back Advantage by Design – Creating a position - South East Business april 2010

Last month I discussed the importance of proposition, or clearly understanding what it is that your business does and how it will benefi t your clients. I also emphasised the need for your internal audience, the people who make up your business, to understand this as well.

This month, with a clear understanding of your proposition, the next area to defi ne is the position you wish to occupy within your market place. A clear understanding of your positioning can be one of the greatest assets your business and your brand can have.

This will help you to define not only who you should be talking to but also what they want to hear. This will of course affect your marketing decisions but should be solid grounding for your business development as it will help you identify lucrative gaps in the market before your competitors.

Look around at them as well. Are they moving to the “green” position just when that’s what your client base wants to hear long term? Are they offering quality at a time when expensive purchases are expected to last and be well supported?

Spend some time this month identifying where you are positioned in your market or, more importantly, where you should be positioned in five years. Then think about how you are going to get there.

Next month I’ll be talking about personality. All great companies and great brands have it and yours should as well.

Tune in then or alternatively email me to discuss how your business can gain advantage by design.