Positioning

So much time is spent figuring out how to position your brand in the market. But sometimes the positioning just doesn’t matter.

The exploration of positioning is certainly a good exercise for a new product or company launch. For existing brands, however, your position is what the market has already determined it to be – and the best thing you can do is understand and embrace it.

Trying to be something else requires retooling of your organization and changing your value. This is perfectly okay and in fact some evolution is always good. But don’t confuse value exchange with telling the market you provide a value that only moderately exists just to get a larger market share or to drive a wedge between your competitor and your customer. Your DNA is your DNA. It’s uniquely yours and it contains some destiny.

If you find yourself positioning, it is likely against a perception or perceived threat.