Companies need positioning because customers have choices—and if you don’t stand out, you lose. Positioning is what differentiates a brand in the customer’s mind. To win the positioning game answer this simple question: What makes you the "only"?

1. STEAL THIS IDEA
Brand Positioning
BY MARTY NEUMEIER

2. Companies need positioning because customers have choices—and if you
don’t stand out, you lose. Positioning is what differentiates a brand in the
customer’s mind. To win the positioning game answer this simple question:
What makes you the “only”?
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3. The problem is, answering such a simple question isn’t that easy. One way to
approach it is to think about why your brand matters. At Neutron, we take our
clients through a series of steps to discover what makes them the only, which
is nothing less than a journey to the core of their business. Remember, you
can’t advertise your way to onliness—you have to start with it.
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4. Onliness statement
The essence of your positioning
OUR
IS THE ONLY
offering
categor y
THAT
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benefi t
.

5. Use this simple slide in your next strategy meeting to get the conversation
going about what makes you the only. You’ll be surprised how quickly you start
talking about the things that really matter.
This isn’t the only way to find a powerful position in the market, but no matter
how you get there, if you can’t say why your brand is both different and
compelling in a few words, don’t fix your statement… fix your company.
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6. Find more Marty Neumeier ideas to steal at
liquidagency.com/blog
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