What is Product Positioning and Why is it So Important?
To drive e-commerce sales and improve overall performance, clear product positioning and messaging are essential. Effective marketing strategies hinge on a thorough understanding of your target audience's preferences, which can initially be challenging to navigate.
What is Product Positioning?
Let’s start at the beginning: What is product positioning, and why is building a foundation for your messaging with a strategic product position so important?
Product positioning is the process of determining where your product or service strategically fits into its marketplace and how to communicate its unique value to your target audience. Effective product positioning requires an in-depth understanding of what customers need and desire and how your product or service accomplishes them.
Ultimately, thoughtful and successful product positioning leads to increased sales, a broader reach to ideal customers by clearly expressing the product/service's value, and serves as a crucial foundation for future messaging. You may be thinking, "That’s all well and good, but where do I even begin?"
A sporting equipment product with advanced features needs to visual representation to support the specialized product positioning.
Key Factors in Product Positioning
There are several important factors to consider when positioning your product or service in its respective marketplace:
Target Audience Optimization: Who exactly are you selling to, and why? Focus on your target audience and identify your best customers to maximize the impact of your marketing efforts.
Needs Assessment: With your ideal customer in mind, what specifically do they need and desire? Does your product/service address their pain points? Clarify the needs and demands of your audience by addressing their pain points and desires directly.
Objection Resolution: What concerns might your ideal customer have about your product or service? Resolve common objections and alleviate customer concerns to facilitate smooth conversions.
Desire Identification: Delve deeper into your ideal customer's needs assessment—what intangible benefits can your customer achieve with your product or service? How can your product or service improve their daily life or their community? Discover what resonates most with your audience and identify the key drivers behind their purchasing decisions.
Benefit Highlighting: How is your product or service better than similar options on the market? Showcase the unique benefits of your product to effectively differentiate your brand from the competition.
Proof Presentation: How can you build trust with your ideal customers? Provide compelling evidence and tangible results of your product's effectiveness to instill confidence in potential buyers.
This image by Braven highlights the portability of Vibe Kayak's inflatable by transporting it in a Ford Mustang convertible.
Take Advantage of Our Proven Product Positioning Method
At Braven, we believe every business deserves the chance to start strong with a solid foundation. That’s why we developed the Braven Product Positioning Method—our done-for-you service that provides the groundwork for clear and effective marketing messaging.
After completing your Product Discovery Brief form (a 20-minute investment), we will use our branding, messaging, and marketing expertise to deliver a ready-to-launch product position. This includes a core value proposition and key messaging designed to bring clarity, connection, and conversions with your customers.
Additionally, you will receive a personalized version of the Braven Product Positioning Method tailored to your brand and niche market/industry, ensuring your team can create advanced-level marketing strategies for each new release and refresh of your products and services.
Our product positioning approach for Magic Scoop nutritional greens focused on optimizing everyday health and leading an active lifestyle to feel your best with the support of a single drink per day.
Ready to Transform Your Brand?
Clear product positioning and effective messaging are the cornerstones of successful e-commerce. With a deep understanding of your target audience and strategic positioning, you can set your product apart and drive impressive results.
We’re dedicated to helping you establish a strong foundation with our tailored done-for-you product positioning service, the Braven Product Positioning Method. Click the link and you'll be on your way to clarifying your marketing strategy with Braven's expertise and comprehensive solution.
