Positioning describes how a start-up, a product or a service is intended to be perceived in the market – particularly in comparison with competitors.
The main aim is to establish a clear and relevant position in the minds of the target audience. Customers should quickly understand what problem the offering solves, who it is intended for, and how it differs from alternatives.
A clear positioning forms the basis for marketing, sales, brand building and product communication.
The key elements of positioning are:
- Target group: Who is this offer aimed at?
- Customer issue: What specific problem does it solve?
- Value proposition: What added value does the solution offer?
- Differentiation: What sets this start-up apart from the competition?
- Brand identity: How does the company want to be perceived?
Strong positioning helps start-ups to:
- to target their audience effectively
- to explain the benefits of their offering in a clear and understandable way
- to clearly distinguish itself from its competitors
- To align marketing and sales activities in a consistent manner
- Building trust with customers, partners and investors
Common positioning errors include:
- a target audience defined too broadly
- unclear or ambiguous messages
- the focus on features rather than customer benefits
- lack of differentiation from the competition
- too many different statements at once
A positioning strategy is not set in stone. It should be reviewed regularly in the light of customer feedback, market developments and new insights, and adjusted where necessary.
innoWerft helps founders to better understand their target audiences and market opportunities, to refine their value proposition and to develop a clear positioning for customers, partners and investors.