Positioning defines where your product (item or service) stands in relation to others offering similar products and services in the marketplace as well as the mind of the consumer. Your positioning impacts all aspects of your branding and how your market sees you. It influences everything your business presents and shares about your product and brand with your target audience. Your internal teams benefit greatly from effective positioning, too — it helps sales reps, marketers, and service and support teams create more delightful and on-brand experiences for customers.
When consumers visit your company website, view an ad, or check out your Twitter page, each piece of content should communicate the business’ core values and brand and a positioning statement helps you do exactly that.
Product positioning should lead with the product’s benefits rather than its features. A smart way to do this is to imagine your customer’s life before and after using your solution. Then, tell the story of what happens to them when they make that decision — that’s the benefit you’ll include in your product positioning.
Personal branding is the conscious and intentional effort to create and influence public perception of an individual by positioning them as an authority in their industry, elevating their credibility, and differentiating themselves from the competition, to ultimately advance their career, increase their circle of influence, and have a larger impact.
The process of personal branding involves finding your uniqueness, building a reputation on the things you want to be known for, and then allowing yourself to be known for them. Ultimately, the goal is to create something that conveys a message and that can be monetized. Personal branding defines success as a form of self-packaging.
The five Ps are: Personal, Pointed, Purposeful, Prioritized, and then ultimately (broadly defined, if you wish it to be) Profitable.
You already have a personal brand, either local or global. It’s already being worked on for you by others or by yourself, whatever you do. So be more purposeful, be more pointed, make it more personal, and prioritize it appropriately amongst everything else you’re doing in your life.
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