There is a highly influential marketing book called Positioning: The Battle for your Mind, which revolutionised the way people thought about marketing. This book was written over 25 years ago but the concepts are still as relevant and thought-provoking today as they were back then and I believe they are very useful for businesses to consider.
The key concept of positioning is that your brand exists in the minds of your customers and potential customers and this is shaped by their preconceptions of your company and your competitors. As a brand cannot stand alone from your audience's perception of it, you must look for your selling point in the mind of your potential client and connect what you want to say with their perception.
It is a brave approach which forces companies to face the "truth" and the perceptions about their product and address that head on.
Positioning is a tactic which has been developed in response to a society which is saturated by marketing messages. This has led consumers to be defensive in the way they respond to advertising and only respond to messages which match what they feel they "know" about the product or service. The founders of this concept feel that it's a waste of time trying to change a prospect's mind about your product as this is insulting their perceptions and is likely to alienate them. It's better to agree with what they think and find the positive selling point in this perception, than trying to convince them of something which contradicts their perceptions.
I believe this technique can help us to think differently about our business and engage better with our target market, so after reading the book, I wrote two detailed articles outlining the basics of positioning and also applying positioning to your business which you can check out on the blog here. I hope you find them useful.