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Simplifying Who You Are
POSITIONING
YOUR BUSINESS
WHAT IS
POSITIONING
It’s how you want your
business and products
to be perceived
in the market.
It’s also a comparison of
in your space.
YOU
VS THE
OTHER
GUYS
THE BEST
APPROACH IS
TO KEEP IT Simple
Clear
Authentic
Believable
Defendable
GOOD
POSITIONING
connects you to your customers.
It helps your
customers
understand
why they
should give
you...
WITHOUT A
CLEAR MESSAGE
people will
make up stuff
about your
business and
products.
Good positioning is unique and
compelling—it differentiates
you from all the other guys.
The more complex
the business is,
the greater the
need to be
CLEAR,
CONCISE
AND CRISP.
THINK OF
POSITIONING
as a single core
idea that captures
what you are
known for.
It’s going to feel
but try to stand for a single idea.
Let’s take a look at a number
of familiar brands with
simple, clear positioning.
INNOVATION
MOTIVATION
HAPPINESS
FUN
PERFORMANCE
MAGIC
GREAT TASTE
LOW PRICE
UN-COLA
SAFETY
SPEED
FRESH
TOUGH
EXTRAORDINARY
SERVICE
SO WHAT IS
POSITIONING
It’s a core idea that
defines who you
are in the minds of
your customers.
It’s important to
STAND FOR
SOMETHING
so you don’t get lost in the crowd.
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Positioning Your Business

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How to position your business, large or small, by simplifying who you are.

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Positioning Your Business

  1. 1. Simplifying Who You Are POSITIONING YOUR BUSINESS
  2. 2. WHAT IS POSITIONING It’s how you want your business and products to be perceived in the market.
  3. 3. It’s also a comparison of in your space. YOU VS THE OTHER GUYS
  4. 4. THE BEST APPROACH IS TO KEEP IT Simple Clear Authentic Believable Defendable
  5. 5. GOOD POSITIONING connects you to your customers.
  6. 6. It helps your customers understand why they should give you...
  7. 7. WITHOUT A CLEAR MESSAGE people will make up stuff about your business and products.
  8. 8. Good positioning is unique and compelling—it differentiates you from all the other guys.
  9. 9. The more complex the business is, the greater the need to be CLEAR, CONCISE AND CRISP.
  10. 10. THINK OF POSITIONING as a single core idea that captures what you are known for.
  11. 11. It’s going to feel but try to stand for a single idea.
  12. 12. Let’s take a look at a number of familiar brands with simple, clear positioning.
  13. 13. INNOVATION
  14. 14. MOTIVATION
  15. 15. HAPPINESS
  16. 16. FUN
  17. 17. PERFORMANCE
  18. 18. MAGIC
  19. 19. GREAT TASTE
  20. 20. LOW PRICE
  21. 21. UN-COLA
  22. 22. SAFETY
  23. 23. SPEED
  24. 24. FRESH
  25. 25. TOUGH
  26. 26. EXTRAORDINARY
  27. 27. SERVICE
  28. 28. SO WHAT IS POSITIONING It’s a core idea that defines who you are in the minds of your customers.
  29. 29. It’s important to STAND FOR SOMETHING so you don’t get lost in the crowd.

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