So far we’ve learned a bit about whether you really need a logo (if you’re still reading them
you probably agree that you do) and the power that a good logo can have.
In this chapter, we’re going to learn a little more about marketing. Specifically the ideas,
feelings, and experiences that your customers associate with your business
POSITIONING
The concept of positioning comes from an article written by Jack Trout and Al Rise in 1969.2
They wrote about how products and companies can hold an important “position” in the minds
of the people who use them.
Let’s look at some examples.
Which car do you think of when you think safety? For
most people, the answer is Volvo. Volvo has done a
very good job of holding the position of safety in the
market for automobiles.
Here’s another.
Which laundry detergent is best for protecting colors
If you said Cheer, you’re not alone. Tide is known
for getting whites whiter. So Cheer took all the other
colors. Cheer has worked hard to hold this position in
the minds of laundry detergent buyers.
Last one.
Which shipping company do you choose if it
absolutely, positively has to be there overnight
FedEx, of course. There are lots of shipping
companies, but FedEx holds the “overnight delivery”
position in our minds.
But here’s the most important thing about positioning.
Can you name another car company that represents
safety? Or a laundry detergent that’s great for colors?
Or a shipping company known for overnight delivery?
Probably not.
And that’s critical. Because our minds are programmed to remember the important stuff. We
don’t need five solutions for overnight delivery. So we just remember one.
Do you know how many shampoo brands there are at drugstore.com? Hundreds. But
chances are you only remember the names of a few of them. Because those are the ones
you need or use. There’s no point in remembering the others.
Choosing a position for your product helps customers remember it.
POSITIONING YOUR PRODUCT
Now think a bit about your product or service.
What does it help your customers to do? How does it
benefit them? Who uses it and what do they like? Who
buys it and why? What emotions are associated your
product—is it serious? Is it whimsical? Does it bring
relief? Does it need to be trustworthy or playful or
adventurous or extreme?
How does your product compare to your competitor’s?
How is it different or better?
Is there an idea that represents what it does? Is there an idea that you can “own” when
referring to your product? Is it the safest? The oldest? The best technical solution? The most
effective? The first of its kind? Does it have the most power? Is it the softest?
Find the idea that describes your product and sets it apart from the competition.
This is your product position.
WHAT’S THE POINT OF ALL THIS
Now, you may be thinking, “Why am I worrying about this. What I really want is a logo. Let’s
get on with it.”
Okay, in the next chapter we’ll talk specifically about logos.
But in order to do that right, you need to know how you want to position your product or
service. Knowing your product’s position will enable you choose the right icon, a good font,
and even colors that will help customers recognize you and come back for more.
So go through the exercises above.
