Developing a positioning strategy depends much on how competitors position themselves. Do organizations want to develop a ‘me too’ strategy and position themselves close to their competitors so consumers can make a direct comparison when they purchase? Or does the organization want to develop a strategy which positions themselves away from their competitors? Offering a benefit which is superior depends much on the marketing mix strategy the organization adopts. The pricing strategy must reflect the benefit offered and the promotion strategy must communicate this benefit.

Ultimately, positioning is about how you want consumers to perceive your products and services and what strategies you would adopt to reach this perceptual goal.

Generally, the product positioning process involves:

1. Defining the market in which the product or brand will compete (who the relevant buyers are).

2. Identifying the attributes (also called dimensions) that define the product ‘space.’

3. Collecting information from a sample of customers about their perceptions of each product on the relevant attributes.

4. Determine each product’s share of mind.

5. Determine each product’s current location in the product space.

6. Determine the target market’s preferred combination of attributes (referred to as an ideal vector).

7. Examine the fit between:

* The position of your product

* The position of the ideal vector

8. Position.

The process is similar for positioning your company’s services. Services, however, don’t have the physical attributes of products – that is, we can’t feel them or touch them or show nice product pictures. So you need to ask first your customers and then yourself, what value do clients get from my services? How are they better off as a result of doing business with me? Also ask: Is there a characteristic that make my services different?

Write out the value customers derive and the attributes your services offer to create the first draft of your positioning. Test it on people who don’t really know what you do or what you sell. Watch their facial expressions and listen for their response. When they want to know more because you’ve piqued their interest and started a conversation, you’ll know you’re on the right track!