What is a positioning actually?
"Positioning in marketing refers to the targeted, planned creation and highlighting of strengths and qualities that clearly and positively distinguish a product or service from other products or services in the assessment of the target group.
David Ogilvy's definition of positioning was short: "What the product does - and for whom". (Definition Wikipedia)
I have compiled my sentence for a clear brand positioning as follows:
Digitale Positionierung
WHAT does my company do WHY (purpose & goal) for WHEN (target group), HOW (unique position) and WHY should the customer buy it (customer benefit).
How do you "find" the optimal digital positioning?
Through consistent problem solving and target customer orientation, because whoever solves real and demand-oriented problems always has customers.
In the following I would like to point out my procedure and help with the correct questions and Tipps thereby to find or sharpen the own positioning.
Important: Digitale Positionierung is not something you can design quickly and quickly in 10 minutes on the rice board. Positioning workshops are usually over several days and correctly to the "preserves". Who works on the positioning of its enterprise should take itself for it the necessary time and peace, since the clear positioning is the basis of the enterprise and the products.
As independent Dienstleister, Coach or advisor there are three factors which a positioning in the minimum to cover must:
1. authority
Competence is the ability to perform certain tasks on the basis of experience, ability and knowledge. That means you have to do something really good "skill".
2. passion
Passion is an emotion that completely moves the mind. One also speaks of enthusiasm or absolute devotion. That means you have to "want" something right.
3. problem solving
Problems arise from unsatisfied basic needs and people always strive for satisfaction. That means you have to solve a need-oriented problem.
Positioning Example
Positioning as a company
Compared to the positioning as a lone fighter, the positioning as a company is much more extensive.
The competence, the "ability" of the individual employees forms the core competence of the company.
The corporate vision is supported by the will of the individual employees, which in turn is supported by self-realization "Purpose".
The problem solutions that are created for the customer as an offer are carried to the outside by the individual employees and ensure different communication and customer experiences.
Positioning Example
The positioning model for companies is complex
A wide variety of factors play a fundamental role in the positioning of a company. It is not possible to encompass these alone.
Therefore it is essential to integrate employees from different departments and task areas when developing or further developing a company's positioning in order to incorporate their experience, know-how and professional competence.
By thinking and working together, the collective intelligence (swarm intelligence) of the entire company will lead to the best possible positioning result.
Why is a clear positioning of companies important?
Globalisation, digitalisation and social change are creating new challenges and dangers for companies.
⚠️Der International competition is increasing and new companies are emerging at lightning speed as a result of digital opportunities, which can grow into dangerous competitors.
⚠️Durch New companies and start-ups in combination with a decreasing brand loyalty among companies that regard their customers as consumers and not as users will make products easier to compare and thus replace.
⚠️Durch New media formats can lead to changes in the visibility or reachability of individual target groups, resulting in a restriction of perception.
⚠️Neue Generations, new values, new communication channels and ever new demands on products and companies demand agility and adaptability.
Positioning Example
The 3 central questions every company has to ask itself today are:
◼️ Does my company and my products still solve demand-oriented problems?
◼️ Are the 5 Ws answered?
◼️ https://deutscheinfos.hatenablog.com/
What does a clear positioning of companies and products bring?
✅ A clear positioning of companies and products helps both the entrepreneur and the employees, as well as the customers to clarity.
✅ A clear positioning is a commitment to company and product values and predictable customer benefits.
https://maximal.digital/positionierung
Modern room and surface disinfection with strategy. Cold fogging is a modern disinfection method which can accompany and support wipe disinfection. With cold fogging, the disinfection mist decontaminates all surfaces in the room as well as the room air from viruses almost without residue.
With the large-area control of bacteria and viruses, larger rooms can be disinfected without great effort. Disinfection with dry mist plays a major role because the dry mist reaches inaccessible places that would not be reached with conventional methods.
The digitisation of companies
The term digitization (from lat. digitus, finger) has been used since the 1970s to describe the conversion of analog values into digital formats and their processing or storage in a digital technical system.
Under the newly established conditions of digital transformation, many medium-sized companies have to rethink their business models and their positioning on the market from a strategic point of view and reinvent themselves. Digitization in the SME sector is more important than ever.
A good service or product offer is always solution-oriented, i.e. it solves a needs-oriented problem. Different target groups have different needs. Different needs require different solutions. A solution that tries to be the best solution for all problems does not work.
Only those who position themselves correctly will benefit.
Digital marketing offers enormous potential for companies. Often, however, the opportunities are not recognized or not used. My specialization as a digital marketing sparring partner is the holistic connection of positioning, marketing and digital sales strategy up to the implementation.
Within (m)a digital marketing strategy the PES model is always the starting point.