Positioning refers to defining how a brand aims to be perceived in the minds of target customers relative to competitors. Effective positioning should convey what makes the company and its offerings meaningfully unique, helpful, and suited to addressing customer priorities.
Sales teams must clearly understand the desired positioning in order to convey relevant differentiation and value during buyer interactions. Distinct, consistent positioning provides direction for sales conversations, presentations, and client communications.
Well-defined positioning aligns closely to customer needs within target segments. It frames the benefits customers can expect in compelling emotional and rational ways. When brands succeed at occupying a clear, valuable position in customer minds, it drives preference, retention and growth. However, positioning requires ongoing refinement as competitors and markets evolve.