In this section we’ll explore the 4th fundamental of marketing: positioning.
Believe it or not, this is actually one of the more entertaining (but sometimes challenging) marketing efforts you’ll have to undertake. This is because you may be too close to your own work to see it clearly, and you can actually bias your own thinking.
It is recommended that you experiment with what the perspective of a potential customer would be if they were looking at you or your business. In the end, what the customer thinks of your brand is more important than what you think of it.
Positioning is all about how you want your company or yourself to be known in the mind of your customers. It’s a statement that tells the world who you are, what you do, and why it matters. There are two main components that we’re concerned with when it comes to positioning: branding and messaging.