Issue 1 of Marketing for early-stage startups
By positioning your brand in the mind of the customer you make it easy for people to remember you.
How do you create the ideal positioning for your product or service?
Think of a grocery store. Products are organised on different shelves to make it easy for customers to find what they’re looking for. In the same way we can help customers to remember our product by placing it on the right shelf in the mind of the consumer: the right category.
The first step in creating your positioning is to get the category right.
See how other startups describe themselves by looking at CrunchBase, AngelList and in press releases. It’s easier to join a category that’s already been built up by others. It’s easy to think that no-one else is doing exactly what you’re doing and that you need to create a new category. But most companies are fulfilling similar customer needs as existing companies. Creating a new category is expensive, and in the end it’s up to the media and consumers to be the ones defining new categories, not you.
If you’re trying to create a new category, focus on educating the market about the category itself, not your brand. If you’re joining an established category, focus all your communication on distinguishing your offering from the others on the same “shelf”.
All the best,