Your business positioning is a statement of what your business stands for â€“ who you are and what you do, at the very core of your business. But, figuring that out isnâ€™t always the easiest thing for an entrepreneur to do alone.
There are three major types of positioning that you should have for your small business, and thatâ€™s knowing where you stand:
- Relative to your competition: Where do you fall with respect to the other choices that your target has to get their project done, or get their problem solved? Whoâ€™s in your field, and what do you do thatâ€™s different from what they do?
- For your audience: What need are you filling for them? What do they want and desire? Who are they, and what motivates them in their lives (even outside of what your products or services can provide)?
- To your strengths: Whatever your positioning, make sure that youâ€™re positioned comfortably. What I mean by that is that youâ€™ll be able to deliver the best service in your niche, that you can do it well and repeatedly â€“ all that sort of thing. And, what talents do you have that make this job the best for you? How do those talents contribute to the end result that your clients get?
These three positions should be harmonious, and they should feed into each other and work well together. You donâ€™t want your positions to be at odds with one another, because then as your prospects learn more about you, youâ€™ll start to seem as though you have multiple-personality disorder.