There are three critical criteria for a strong positioning strategy:
- It's authentic. The position is an honest reflection of what your company is capable of. This element acknowledges your company's strengths. This can aspirational, but only if you have the knowledge, experience and firepower to truly deliver the promise.
- It's exclusive. The position excludes as many prospective clients as it includes. Focus on what your company does best. This reflects an understanding that you can't be known for everything, but you can be know for something - something that you do best!
- It's polarizing. The position is designed to appeal to a limited group of prospects - your best potential clients.