
For 4 years, while he had been selling jet cards to high net worth individuals, making great money, I had been making $13 an hour as a copywriter and investing all my time and energy into practicing the art of writing online. For 4 years, I lived in studio apartments with no air conditioning and ceilings that cracked from bathtubs overflowing onto the floor above me. For 4 years, I didn’t date anyone seriously. I barely went out or had a social life. I worked. I went to the gym. And I wrote late into the night. That’s it. But when the time came for me to take the leap, the ROI from those 4 years was astronomical.
You won’t find positioning statements on a package, website, or store shelf. Rather, it’s an internal exercise that drives all the key decisions in an organization. It defines what you say, where you say it, how you say it, and who you say it to. It guides what you produce and how you market and sell it. Effective brand positioning relies on competitive research and analysis, consumer insights, and an honest evaluation of where your business stands and fits in the marketplace.
Brand positioning is defined as the territory you occupy in your customers’ mind relative to your competitors and whether those customers believe you’re the best option to meet their needs. How can your company address your prospective customers’ desired outcomes in a way that no one else can?