In plain English
It's the answer a customer gives when a friend asks, "Who should I call for that?" Good positioning means they say your name, and the reason they give is the one you meant.
Used in a sentence
“Your positioning is the bilingual crew that finishes on time, so that's the first line on every page.”
“We tried to be everything to everyone, and customers couldn't say why they should pick us.”
In detail
Positioning starts with three questions: who exactly are your best customers, what do they need, and what do you offer that competitors don't, or can't claim as convincingly? The answer is usually written as a short positioning statement for internal use, then shows up in the headlines, services, offers and tone of everything you publish.
Strong positioning makes marketing easier: it tells you which customers to target, which services to lead with and what to say. It isn't about clever slogans; it's about a clear, true reason to choose you, said the same way everywhere.
Why it matters for your business
Clear positioning gives customers a reason to choose you, and makes every other piece of marketing easier.
- A clear reason to choose you
- Focuses your marketing
- Sets you apart from lookalike competitors
Easy to mix up
Positioning isn't a tagline. A tagline is a few words for customers; positioning is the decision behind them about who you serve and why you're the better choice.
Related terms
Tone of voice and Logo. Or browse the whole glossary.
