What is “Positioning”?
Positioning is simply explaining what your product does and why people should care about it. It’s like your elevator pitch – but for internal use to keep your team focused.
Think of it as answering: “What problem do we solve, and why are we the best choice?”
The Magic Formula
Use this simple template to write your positioning statement:
“For [type of customer] who [has this problem], [your product] is a [category] that [main benefit]. Unlike [competitors], [your product] [what makes you different].”
Real Examples:
Amazon (early days): “For web users who enjoy books, Amazon is a retail bookseller that provides instant access to over 1.1 million books. Unlike traditional bookstores, Amazon provides convenience, low prices, and huge selection.”
Harley-Davidson: “For macho guys who want to join a gang of cowboys, Harley-Davidson makes big, loud motorcycles that represent freedom and rebellion.”
Before You Write Your Positioning Statement
Answer these questions first:
- Who exactly are your customers? (Be specific – not just “everyone”)
- What pain are they experiencing?
- How does your product work differently?
- Who else is trying to solve this problem?
- What makes you special compared to them?
Why This Matters
- Helps your team stay focused on what’s important
- Makes fundraising easier – investors love clarity
- Guides all decisions – “Does this fit our positioning?”
- Creates better marketing – you know exactly what to say
How to Name Your Company
You have three options:
1. Descriptive Names (obvious what you do)
- Examples: PayPal, Whole Foods, Toys “R” Us
- Pros: People immediately understand what you do
- Cons: Harder to get domains, less memorable
2. Suggestive Names (hints at what you do)
- Examples: Amazon (huge like the river), Mint (where money is made)
- Pros: Memorable but still clear
- Cons: Requires some explanation
3. Made-Up Names (no direct connection)
- Examples: Apple, Adobe, Firefox
- Pros: Easy to trademark, very memorable
- Cons: Requires lots of marketing to explain
Naming Process:
- Go back to your positioning statement
- List all the important words (nouns and verbs)
- Find synonyms for each word
- Try combinations – mix and match everything
- Test with real people – not just your co-founder
- Check if domains/trademarks are available
Creating Your Brand Materials
Write a Creative Brief (1-2 pages max) that includes:
- Background: What your company does
- Target audience: Who you’re trying to reach
- Your positioning statement
- Competitors: Who else is in your space
- Key messages: What you want people to remember
- Brand personality: What adjectives describe you? (friendly, professional, edgy, etc.)
- Examples you like: Other brands/designs that inspire you
Preparing for Launch
Create Two Key Messages:
SOCO (Single Overriding Communications Objective): The ONE most important thing you want people to remember.
- Example: Dropbox’s “It just works”
SOCA (Single Overriding Communications Avoidance): The ONE thing you absolutely don’t want people to think.
- Example: “We’re just like every other solution out there”
Build Your FAQ Document
- Collect every possible question people might ask
- Write clear, simple answers that tie back to your positioning
- Keep updating it as you get new questions
- Share it with your whole team so everyone says the same thing
Key Takeaways
- Start with positioning – everything else flows from this
- Be specific about your customers – you can’t serve everyone
- Know your competition – use them to explain what makes you different
- Keep it simple – if you can’t explain it simply, you don’t understand it well enough
- Test everything – get feedback from real people, not just your team
Red Flags
If you’re struggling to write a clear positioning statement, it might mean:
- Your product isn’t different enough from competitors
- You don’t really know who your customers are
- You’re trying to solve too many problems at once
Remember: You can’t be everything to everyone, but you can be something great for someone specific.
The goal isn’t to create the perfect positioning statement on day one – it’s to create something clear enough to guide your decisions and help your team stay focused as you grow.
Leave a Reply