Business Image & Positioning

By Cyndi Seidler

To define positioning, it means, "putting a subject into a relative position with other products or services.  People only remember, they say, by relating one thing to another.  A position is where you put a product or service in somebody's life or mind and in relation to other products." (from Marketing Series bulletin by L. Ron Hubbard).

Image is defined as "An outward impression of character, especially one projected to the public." (from American Heritage Dictionary).

In determining how we position ourselves, we must first ask, "Who are we?"   When you find out, you can then position your service to meet specific needs of targeted public.

Our message is key in communicating who we are and who should buy our service.   Position yourself in less than a minute with ATTITUDE.  Attitude comes across by way of answering the phone, the message on business cards, etc.  The TONE of your written message is important in reinforcing a positive image about yourself.

Public relations creates image and image is the way you present yourself.   Position is also defined as "a point of view" and, therefore, it is important to have a positive perception of who you are.  Ask, "What benefit can you provide your audience from THEIR point of view?  Opinion-making has a lot to do with the image we present.

In summary....

• Find out who we are and what we are.
• Position your service to meet specific needs of your targeted public.
• Communicate your message to present who and what you are to your public.
• Continually build and reinforce the same positive image about yourself.

Now, try the drill! 

Copyright © 2001 Cyndi Seidler.  All Rights Reserved.

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