To effectively promote a product/service/company it is vitally important to create Concept of Positioning for this Brand in the mind of potential consumers. Concept consists of 3 parts:
- Loyal Customer
- Competitive Advantages
Each part answer one simple, but very important question:
- Ideology – WHAT For customer need this
- Loyal Customer – For Whom, WHO is ready to buy it JUST NOW
- Competitive Advantage – WHY this product better
In this part of Concept it is necessary to identify the key characteristics of the product/service/company from the point of view of the potential consumer. Following details should be fully analyzed here:
- General characteristics (name, identity, corporate style, category)
- What is it gives to the consumer, which idea it carries
- What kind of customer’s problems it solves
- Classify, with whom it competes in main categories
As the result of this analysis we can generate an idea that will distinguish the company from similar on the market and fix it in the customer’s mind.
To be successful, you need to focus on customers. Consumers – not just one link in the business chain – they are the only thing you should think about, if the purpose of business is to maximize profit. People who spend the money by buying a particular product/service are the HEART of the every business.
The main question: who will buy the product? It is vitally important to define the “face” of the customer: motivation, values, psychological portrait. And answer the following question: how this product/service/company may attract this particular buyer.
There is no “Product for Everybody”. There is no “average” consumer. Need to define a core group of the most loyal customers and concentrate on it.
It is important to determine the psychology of existing and potential customers: what in particular they like in this product/service, what kind of emotions move them to spend the money, what kind of their problems may be solved with this product/service, etc.
Using this approach, we can restrict abstract circle of potential buyers to the segment of potentially loyal customers (by the law of Pareto, 20% of customers generate 80% of profits).
The question is not how many people are on the market, but how many of them want to buy this product and have the opportunities to do so.
Having developed an ideology by examining the buyer’s needs and motivation, you can continue with the third step: the definition of competitive advantage of a particular product to a specific customer. How to put product/service in the consumer’s mind, how to attract customers?
Be different – it means to be unlike others. Be unique – it is to be a one of a kind.
Competitive advantages are the main bridge between uniqueness of the company and customer’s mind. It is vitally important to identify them correctly.
Competitive advantages may be as follows:
- The unique, exclusive product/service, one of the kind
- Service level (respect)
- Membership of a particular group
- Belonging to the certain environment
The secret of the brand – in pleasure, which we receive by buying and possessing the product.
Thus, we need to find the main difference, which will distinguish the product/service/company among competitors and gain a foothold in the minds of potential customers. This difference have to be EMOTIONALLY close to the customer.
Concept of Positioning will determine what potential customer should know about the product/service/company and who is he. When we have a clear vision of the product/company and know enough about customer’s needs, we can distinctly identify the product/service/company and fix it image in the consumer’s mind. It will be easy to check out the competition and determine the direction of future development.