How do you position a product

The Real Beauty campaign is one example where the company brings out the beauty of women well. The women were asked to describe themselves to a portraitist. Then someone whom the women knew described the women to the portraitist and the latter turned out to be much prettier. Such a beautiful message conveyed in such a sweet but impactful way! If it is exclusivity, luxury and elegance then this is Apple for you. The brand dominates the technology front and in fact, the other product positioning in marketing campaigns use this positioning as a basis for their product.

Their services, products, and web sites depict their strong brand positioning. Starbucks has positioned itself well focusing primarily on giving the best consumer experience. Writing the name of the client on the glass before serving the drink became part of the culture of this brand.

This was received well with millions of postings on social media networks. The brand was able to convey a simple message that buying a coffee can be a pleasant experience. The brand also allows customers to request through the mobile app.

The leading e-commerce store is nowhere left behind when it comes to brand positioning. The relationship that the brand has with its customers to take shopping to an altogether new level is what drives its brand positioning. Agility in delivery, low prices, and freedom to like or dislike the product gives the brand thumbs up.

To make the world inbound HubSpot makes use of services, support systems, and software that are award-winning. This helps to engage, attract, and even delight its customers.

With a marketing, sales, and service hub the company offers companies the best tools to helps them to Grow Better. Positioning itself as an upscale yet affordable brand, Michelin is more than the products that it sells. A favorite among the race car drivers, the company achieves its position by taking authority on everything auto travel with the help of guides and maps.

And these are indeed the best you can ask for. All these qualities get to the minds and hearts of the consumers of Michelin tires which is a great product positioning example.

They buy what they want. Understanding demographics, lifestyle, and spending habits can make the difference between reaching and distancing the target audience. If you can make your product positioning feel natural and unobtrusive, it can add a massive amount of value to your marketing. Establish brand credibility and you can establish a long-term relationship with target audiences.

People that trust a brand are much more inclined to purchase from that brand. Honesty and transparency are the best policies and will promote healthier product positioning. The best way to establish credibility is by presenting evidence.

Customer reviews, testimonials, case studies, sales numbers, and statistics are just a few methods that can be used to great effect. Reviews are especially powerful. When was the last time you made a significant purchase without reading reviews on Amazon. Your value proposition needs to answer a crucial question ; How can your product improve the lives of your customer?

This is the most important aspect of product positioning and one of the hardest to execute effectively. Discover the most valuable aspects of your product and then look for ways to promise and deliver on that value.

How can you more clearly position your product as a solution to these challenges? As you consider what your customers are experiencing and how your product or service can solve common pain points, you may want to create a customer journey map , empathy map , or user persona card to create connection and record this information for everyone working on product strategy.

Often, if a problem is big enough, someone has tried to address it before. The key is to clearly define why your product provides a better solution to the problem—and more importantly, how. The Nike swoop. The green Starbucks mermaid. The Target bullseye. This is the ultimate test of a strong brand.

This process requires introspection and vision. From a strategic perspective, this is the core of all of the marketing materials and messaging to come. Concretely describe your product and its value to your target audience. Once all stakeholders agree on this statement, you can also draft a creative customer-facing tagline. Many templates exist, and each can help you manage the process, provide a holistic look at every element of your new product positioning, and visualize how each piece relates to each other.

A shared template can also make it easier for the necessary stakeholders to collaborate on different pieces of your product positioning puzzle. A basic product positioning template allows you to more clearly define each of the seven elements above.

Organizing this information in a single template helps you proactively identify any correlations or discrepancies in your product positioning. This is harder than you might think. A great way to bring it all together in words is to use the Before and After grid below. So we took a step back, looked into our data, and noticed the current tools catered to simple task and issue tracking when in reality, teams were trying to go beyond it.

They wanted to know the progress of an entire feature across every discipline. They wanted to know how far away they were from shipping the feature and see if they needed to course-correct.

We were building a project management tool to go beyond simple issue tracking, one that could bring members from every discipline together and adapt to the way modern software product teams really work. That way, everyone would get to do what they do best without having to babysit the tool.

Of course, like everything in building products, your positioning will go through iterations, change, and evolve.

Doing that requires companies to go beyond just stating features and benefits. Focusing on the market and its maturity will let you weave a story that stands out, focus on the customer, and differentiate yourself. Take Slack vs HipChat, for example.