The positioning of a company is a crucial element for brand success. It not only defines the company's image but also its perception by potential customers and employees. In this guide, you will not only stay up to date on the various aspects of positioning but also receive valuable examples that will help you sharpen your own brand.
Key Insights
- Clearly define the target audience.
- Design influences perception.
- Status and values orientation have a major impact.
- Range of services and specialization play a central role.
- Scalability is crucial for growth.
Step-by-Step Guide
1. Establishing clarity in target audience
Clarity in the target audience is the first fundamental step in positioning your company. In every interaction, whether online or offline, it should be immediately clear to whom your offer is aimed at. Visual language, color choice, and text approach must work harmoniously together. For example, the website ano.de in 2017 was not very informative in terms of target audience, while a client of ours could effectively communicate clear messages through concise design.
The target audience must be reflected in your offer and develop a sense of belonging. Especially in the digital world, it is important that your website or platform conveys the message immediately.
2. Design as the most critical positioning factor
Your company's design is more than just aesthetics; it is a direct communicative factor. Consider what emotions and associations you want to evoke through your design. An example of this is the website of a development area, where the design was aimed at an exclusive, upscale look, as opposed to an initially family-friendly approach that was rejected by the customer.
Good designs can visually convey the values of your company and must be tailored to the target audience. The offerings in the online shop or in the store have a clear interface between price perception and design.
3. Defining status and values orientation
Today, positioning is often linked to lifestyle and values. Companies with a clear mission emotionally appeal to their target audience. This connection can be crucial, as shown by the examples of Bionade or Apple.
Pay attention to how you communicate your company's values and what message you want to convey to the world. Those with strong values orientation can earn a high status that leaves a lasting impression on the target audience.
4. Range of services and niche strategy
Consider what type of services or products you offer and whether you operate in a specific niche. Positioning decisions should also influence the scope of your offering: Do you offer a variety of services, or do you focus on a core competency? The clearer you position yourself, the easier it will be for your target audience to find and choose you.
A situation where our agency had to quickly reorient was considering whether to specialize in e-commerce or remain general. Focusing on a core competency has its advantages and disadvantages, and the right choice can greatly strengthen your company.
5. Scalability of the business model
When developing your positioning strategy, also consider the scalability of your business model. How can you expand your offer without your resources needing to grow exponentially? Digitized business models that rely on user licenses or service subscriptions offer much more flexibility than traditional, resource-intensive business models.
Consider how you can structure your services so that the effort does not increase in the same proportion as growth. This way, you can remain competitive in the future.
Summary
Positioning your company is a complex but extremely important topic. From clarity in the target audience to design, values orientation, and scalability, you must consider all aspects in order to successfully shape your brand. Give these influencing factors sufficient attention to be sustainably perceived by your customers.
Frequently Asked Questions
What is the first step to effective positioning?Clearly define your target audience and ensure that your offer is clearly aligned with them.
How can design influence my brand?Design conveys emotional content and can influence the perception of your pricing strategy.
Why are status and value orientation important?Companies with clear values and a defined mission can build stronger connections with their target audience.
How important is scalability for my business model?Scalability ensures long-term success and helps you to leverage growth opportunities without excessively consuming resources.
By what criteria should I design my service offer?Decide whether you want to offer broad knowledge in many areas or specialized skills in a niche market.
