Positioning for the entrepreneur
Positioning is who you are in essentially three or four very focused words. It is the company’s identity in the minds of the target audience.
Positioning has special relevance to entrepreneurs with multiple product lines. Its focus can seem like a cruel axe to the many products that the entrepreneur has laboured long and hard to develop. This is because the desire is strong to communicate every product’s individual strengths. The risk is that a company introduction takes 30 minutes; 29 minutes too long for busy buyers and customers.
Positioning does not exclude products—it encompasses identity.
When we started working with Roofers World the very first step we took together was to establish their identity. They understood they needed to simplify their sales proposition and streamline their product lines. Roofers World had already developed many innovative products targeting professional roofers, homeowners and architectural firms.
Ultimately we developed high performance hardware as their positioning, with the Roofers World company name identifying roofers as their market. This positioning has a compelling “high performance” proposition that is important to their customers, and “hardware“ differentiates them from the competition as well as material or equipment suppliers, and contractors.
Clarifying positioning has its rewards. Customers more easily understand what you can offer them and how you are different from the competition. It also becomes easier to discuss listings with retailers.
The last word belongs to Roofers World. President and product innovator, Robin Nelson, told us, “retailers have had strong positive feedback on our marketing, and that marketing has contributed to growth.”