All else being equal, it is important that a company can differentiate itself from its competitors. Why else would the audience choose your product over others? High quality or low price are both classic examples of what a company can position itself on.
Strong positions can be hard to shift. Apple, for example, positions itself on high-quality products, while competitors in the market differentiate themselves more on price level. Environmental friendliness and sustainability have gradually also become popular topics that companies position themselves on.
A closely related concept is top-of-mind. It is the position the company holds when it is the first thing the audience thinks of when they think of a product or service.
First, you need to investigate who your audience is, what their needs are, and what they place the greatest value on. Then you should analyze the market's competitors and their positioning. In this way, you get an overview of both your own company and your competitors' positioning.
A company's positioning is not always intentional. The audience may, for example, have different perceptions of the company than the company itself thinks. It is fundamentally about how the audience perceives the company.
If you want to achieve a different position, you need to investigate how to achieve that effect and execute on it. An example could be that you want to achieve a positioning as the cheapest. In that case, the obvious thing is to lower the price of your product. The opportunities to differentiate yourself and thereby position yourself are many.
Successful differentiation and positioning can create results in the long term.
