Positioning
What is positioning?
Positioning is the deliberate choice of how you want a product to be understood: the category it belongs to, the customers it serves best, the alternatives they would otherwise use, and the unique value that makes it the better choice for them.
It is the foundation for the value proposition, messaging, pricing and channels.
Why positioning matters
Clear positioning makes marketing easier: the right people quickly understand why it is for them, and the wrong people self-select out.
Related marketing terms
A value proposition is a clear statement of the benefit a product delivers, for whom, and why it is better than the alternatives.
Unique selling proposition (USP)
A unique selling proposition, USP, is the specific benefit that sets a product apart from competitors and gives customers a reason to choose it.
A go-to-market strategy is the plan for bringing a product to customers: who it is for, how it is positioned, priced, marketed and sold.
Competitor analysis studies rivals’ products, pricing, positioning and customer feedback to find where you can stand out and win.
An ideal customer profile, ICP, describes the kind of company or person that gets the most value from your product and is best to sell to.