5 Most Common Positioning Mistakes
5 Most Common Positioning Mistakes
Positioning is the foundation of strategy– it defines your unique value proposition and aims to solve the problems of your target audience. However, over and over again, I see brands making these 5 mistakes.
1. Feature Frenzy
The Mistake: Focusing on features instead of benefits.
Filling your marketing materials with a laundry list of features your product boasts is tempting. After all, you've poured your heart and soul into development, and those features deserve recognition, right? Not exactly. Customers aren't buying features; they're buying solutions to their problems.
The Fix: Shift the perspective.
Instead of saying, "Our software boasts 200 customizable reports," explain how those reports empower users to make data-driven decisions and achieve a 20% increase in efficiency. Translate features into the language of benefits: how does your product or service make your customer's life easier, or more efficient?
I recommend conducting customer interviews or surveys to understand the specific challenges that your target audience faces. Once you’ve heard from your customers, you can use their language when describing the product’s benefits.
2. Casting a Wide Net (and Catching Nothing)
The Mistake: Targeting a broad audience with a generic message.
Imagine attending a networking event, desperate to connect with everyone. You move from conversation to conversation, and yet you’re not leaving a lasting impression on anyone. That's what happens when your marketing strategy tries to appeal to everyone.
The Fix: Great messaging makes it obvious what your product is, and who it is for.
Embrace the power of focus. Develop a buyer persona i.e. a detailed profile of your ideal customer. Understanding their demographics, behaviors, and pain points allows you to craft a targeted message that speaks directly to their needs.
Example: Let's say you sell high-end athletic wear. Instead of targeting everyone who exercises, you might identify a niche segment.
A company that comes to mind for this example is Vuori. When they entered the market, most athletic-wear companies were segmenting their products by sport i.e. yoga, running, golf, tennis, etc. Vuori noticed an opportunity to find a sweet spot between traditional fitness, athletics, outdoor wear, fashion, and surf. Clothing that you can sweat in, but also run errands in. Hence, the emergence of athleisure.
In addition to Vuori’s understanding clothing should be built for life rather than siloed sports, they also mastered the art of offering elevated basics. Their clean silhouettes, neutral color palettes, and use of luxurious fabrics like Pima cotton resonated with those seeking a sophisticated yet functional aesthetic.
Vuori’s pieces are stylish and highly functional, meeting the demands of both fashion-conscious and active individuals. I want to call out their messaging as well because it plays into their positioning perfectly, “built to move in. Styled for life.”
3. Positioning vs. Messaging
The Mistake: Conflating positioning with messaging.
Sometimes, marketers intermix positioning with messaging. While they work hand-in-hand, they're distinct concepts.
The Fix: Think of positioning as the foundation, the core strategic statement that defines your brand's unique value proposition.
Messaging, on the other hand, is the house built on that foundation. It's the clear, concise language used to communicate your positioning statement to your target audience.
Example: Imagine you're a luxury car brand. Let’s look at Audi. The positioning statement is a bit lengthier to identify the foundation of Audi: Progress is achieved by those with the courage to reimagine what's possible. The messaging could take many forms.
A tagline like "Advancement through Technology" uses powerful language that aligns its positioning with a specific benefit (technological advancement) that resonates with your target audience. This tagline speaks to those who value innovation and cutting-edge features in their luxury car. This message might also target a more technical audience who appreciates the mechanics of a luxury vehicle.
The key takeaway is that a strong positioning statement allows for diverse messaging approaches tailored to different audience segments.
4. Setting It and Forgetting It
The Mistake: Treating positioning as static.
Sure, crafting a strong positioning statement is a win. But markets and customer needs are constantly evolving. The danger? Your positioning becomes irrelevant over time.
The Fix: Embrace positioning as a living document.
Schedule regular reviews (every 6-10 months is a good starting point) to assess if it still reflects your brand's unique value proposition in the current market landscape.
This doesn't mean starting from scratch every time. It's about ensuring your core message resonates with your target audience and continues to differentiate you from the competition.
Remember, your positioning statement is the cornerstone of your marketing strategy. It should guide every touchpoint – website, social media, sales materials, and even company culture. Consistent application is crucial for building a strong, enduring brand identity.
5. Mixed Messages
The Mistake: Inconsistent brand communication across channels.
I saved the best for last. This is the most common mistake I see among brands. Let’s say a company sells a customer relationship management (CRM) software. Their website positions the software as the ultimate solution for large enterprises, emphasizing features like advanced data analytics and scalability. They showcase case studies of Fortune 500 companies that use the CRM software to streamline operations and increase sales.
However, their social media ads target small and medium-sized businesses (SMBs). These ads highlight the CRM's user-friendly interface and affordable pricing plans. They use casual language and relatable memes to connect with SMB owners.
Here’s where the mistake lies:
This creates a confusing picture for potential customers. Large enterprises might be hesitant to consider a CRM seemingly aimed at smaller players. Conversely, SMBs seeking a user-friendly solution might not be convinced the software can handle the needs of large corporations.
The Fix: Content Tailored to Segmented Audiences
Continuing with the CRM example, here’s how I would think of the two audiences.
Website:
Focus: Maintain the core content targeting enterprise-level solutions with in-depth articles, case studies, and white papers showcasing advanced features and ROI for large companies.
Dedicate a specific section or landing page highlighting features and benefits for SMBs looking to scale. This could include blog posts on "How to streamline your workflow with X Feature" or success stories of growing businesses using the product.
Social Media:
Segmentation: Implement audience segmentation within your social media platforms.
Enterprise Targeting: Create organic content (e.g., infographics, explainer videos) showcasing advanced analytics and integration capabilities relevant to large enterprises.
SMB Targeting: Craft organic social media posts (e.g., user testimonials, "how-to" guides) highlighting user-friendliness, affordability, and features that streamline workflows for SMBs.
By implementing these strategies, you can attract both large enterprises and SMBs organically through targeted content and engagement across various platforms. I also recommend a weekly standup with your internal team to ensure everyone is aligned in terms of positioning & messaging.
Maintaining Brand Consistency
Develop a Brand Style Guide: This comprehensive guide outlines your brand's core values, positioning statement, visual identity, and target audience. Ensure all marketing teams are familiar with it to maintain consistency across channels.
Cross-Channel Collaboration: Encourage collaboration between marketing teams for different channels. This ensures everyone is on the same page about brand messaging and visual identity.
Regular Audits: Conduct periodic audits to assess brand consistency across channels. Identify and address any inconsistencies to maintain a unified brand experience.
By addressing these inconsistencies, you can ensure your brand presents a clear, cohesive, and powerful message no matter where your target audience encounters it.
Craft a Cohesive Brand Experience
By avoiding these 5 most common positioning mistakes, you can ensure your brand messaging resonates with your target audience and positions your business for success.
Achieving perfect brand consistency can be a challenge. That's where I come in.
I'm Claire, a brand positioning expert with a proven track record of helping businesses like yours develop clear, concise, and compelling messaging. I can help you:
Craft a unique value proposition that sets you apart from the competition.
Develop a buyer persona to understand your ideal customer's needs and pain points.
Create a consistent brand voice and visual identity across all channels.
Develop a comprehensive brand style guide to ensure everyone is on the same page.
Ready to take your brand positioning to the next level? Contact me today to discuss how I can help you achieve your brand goals.