01280 700405


The Art Of Proper Positioning

Do you know your niche?


Positioning is one of the most powerful marketing concepts. Primarily, it is about the place your brand occupies in the mind of your target audience and has become a regular marketing activity and strategy ...

Positioning is to do with the place your brand occupies in the mind of your customers!

Positioning is to do with the place your brand occupies in the mind of your customers!

copyright: 4p business development

When did your last review your Positioning, marketing activity, PR, customer experience and client retention? Positioning is how you differentiate your product or service from that of your competitors and determine which market niche to fill.

"It helps establish your product's or service's identity within the eyes of your customers and clients!"

Do you believe in your product? And are you consistent and regular in the way you promote it? Well, unless you are, the odds of succeeding are substantially reduced.

Positioning specifically refers to the place that a brand occupies in the mind of your clients and how it is distinguished from the products or services from your competitors.

In order to position your products, it is essential for you to emphasise the distinguishing features of your brand. Get it right first time as once a brand has achieved a strong position in the market, it can become difficult to reposition it.

The four key areas to consider are:

  • Target Client

    • Influencers

    • Consumers

    • Purchasers

  • Competitive Frame

    • Substitutes

    • Competitors

  • Point of Difference

    • USP - Unique Selling Proposition

  • Value proposition

    • Economical

    • Functional

    • Emotional

Remember, you should not be thinking "I need a great logo" or "I need a new website and will base all my marketing collateral around that". That's what's called 'away from' thinking.

No, what I help you to do is change your mindset to 'towards' so you think this way instead: "I want more customers" or "I want to increase my profit margin" or even "I want everyone to recognise my company name".

I'll ask you those bloody difficult questions which will enable you to make the best decisions about your target clients, the niche you want to position your products and services in, what your USP is and then work out your brand and the 'things' that are part of it.

"Would you like to know more?"

If you feel you'd like to talk to me about coaching and mentoring for you and your business and assistance with proper positioning, give me a call on 01280 700405 or click here to ping over an email enquiry and let's talk.

Until next time ...


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More about Kath Bonner-Dunham ...

For more than 40 years Kath specialised in sales & marketing, operations and general management. During that time she studied a business degree at London Thames Valley University and a coaching and mentoring degree at Oxford Westminster, started a successful innovative subsidiary business in Essex and was General Manager of a £12.5m company in Maidenhead.

Kath is passionate about coaching and mentoring business owner/managers to help them achieve their goals and aspirations. Her emotional intelligence combined with her warm, incisive and curious style ensure consistently good results. She encourages business owners to develop an entrepreneurial approach to their business and works with businesses at various stages from pre-start and start-up, through to high growth and exit, enabling the business to be successful and the owner to achieve his or her highest aspirations.

Kath is an approved and accredited Skills Advisor, and is a professional coach holding a certificate in Coaching & Mentoring Practice from Oxford Brookes University. She is a local Town Councillor, a Young Enterprise mentor, mentor of women through South East Women Mentoring Service, a member of The British American Association and an avid networker.

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