Positioning is a business exercise done before any marketing takes place. It impacts the entire business model to include how the business and management operate.  Positioning is what makes the product stand out from the crowd.

Before a company can market itself the business owner must decide on the proposition to take to the market, i.e. their positioning.  Developing a clear positioning counters the common consumer view that all products look the same after a while.

In markets where there is a lot of choice for the consumer a positioning strategy puts your product in the mind of the consumer before somebody else’s. The Positioning process provides your business with a framework to enable you to answer all of these questions, as it provides focus for the business for future strategic growth.

In developing a market position, we ask questions like:

• What if you knew your niche as a business or person?
• What would the business look like?
• Who would you work with?