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What is a positioning statement and why do you need one?A positioning statement defines who you are and what direction you are headed in. For an individual this may be who they want to become, and for a business this is the focus and purpose of why they are a business. A positioning statement is also referred to as an, "Elevator Speech." A positioning statement is going to clearly define your purpose to your employees, your competitors, and your consumers. It is going to be clear and to the point and answer to your listeners why you are unique in the field or market you are in. You positioning statement needn't be a slogan or a catchy rhyme that will help people to remember you through silly phrases, but rather it needs be purposeful and to the point so people not only remember who you are but what your goals are and what you feel you can accomplish.
A positioning statement can be, but does not have to be, so long as to follow the pattern of a speech. A positioning statement can be a simple one line statement that will help people to remember your business and what its focus is. For example a day care owner may wish to adopt the positioning statement, "Home Sweet Daycare: A family away from home." Thus expressing what they do, take care of children, and what their main focus will be, creating a home feeling environment for those children. A positioning statement is important to adopt to your business because it will help not only you but your employees to know what to focus on and where you are headed. It is a good idea when first starting your business to sit down with your coworkers and co-owners and discuss what your positioning statement should be. Together you can express your individual ideas on the company. You can discuss why you have started the company and what your eventual goals for the company are. As individual you may have different perspectives on what you want your consumer to know and to believe about you and it will be to your advantage to understand and combine those perspectives to make a more rounded statement. Once you have decided on a positioning statement, whether a one liner or an elevator speech, it is time to share it with your employees and your consumers. From that goal or focus point your business can move forward with one purpose in mind each of you helping to accomplish one goal. |
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