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