As my experience has deepened and the volume of product marketing research has increased, I have discovered the distinction between rational and emotional positioning of a product. Allow me to share what I have learned.
Rational positioning involves outlining the benefits and features of a product, demonstrating how they meet the needs of a particular market, and highlighting competitive advantages. The goal is to effectively communicate the product's story so that customers can make informed decisions about whether to try and ultimately purchase it, especially if it addresses their specific business challenges. Therefore, prioritizing product positioning should be essential.
Brand positioning is
“the process of positioning your brand in the mind of your customers. More than a tagline or a fancy logo, brand positioning is the strategy used to set your business apart from the rest.”
Brand positioning pertains to your entire product portfolio and encompasses the brand as a whole, emphasizing the emotional experience and long-term results rather than solely rational factors. It delves deeper into the underlying reasons behind your product's success, including why your customers will believe that you are the best solution on the market to address their specific business requirements.
In my dual role as a technical writer and marketing expert, I have observed that positioning a product's features and benefits based on specific business use cases tends to yield more robust word-of-mouth results compared to a focus solely on emotions.
Undoubtedly, if a company offers a wide range of products, it is imperative to maintain and communicate the brand consistently to the intended audience. Additionally, utilizing data-driven insights can provide a significant advantage, ultimately leading to success.
Various tactics can be implemented when it comes to promoting a product.
In Tactic #2, a company focuses on a particular benefit of the product as the main theme or message of their promotional campaign. The company then translates this benefit into various assets that highlight one feature, one job, or one use case at a time, showcasing the specific value that the product provides.
t is crucial to note that product positioning varies depending on the target audience you are trying to reach. For instance, messaging to prospective partners to describe financial or strategic values would differ from messaging directed at key business personas within a company. Additionally, messaging tailored to a CEO would likely differ from that aimed at a CTO. However, creating entirely separate messaging is not always necessary or feasible.
In conclusion, understanding product and brand positioning enables you to effectively communicate your product's story to the appropriate audience at the right time. Additionally, it helps establish the enduring value of your brand.
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