Marketing manager without a positioning document? No way!

A positioning document is one of the most important cornerstones of brand work, and I’ve used it both for Lyll and other companies I’ve worked with. 

To me, it is an anchor.

The document addresses the core of your brand and is extremely useful when onboarding new colleagues or suppliers. It captures the very essence of the brand.

The document defines how you want to be perceived in the market and helps you create a clear, relevant, and differentiated position in the minds of your target audience.In a world full of noise, competition, and fast decisions, it’s crucial to know what you stand for, who you’re speaking to, and why you’re worth choosing.

A strong positioning document gives you just that, a shared direction for strategy, communication, and product development.

When your position is clear, everything else becomes easier: Your ads perform better, your communication is more consistent, and you build a stronger brand over time. The effect shows both on your bottom line and in your brand’s perceived value.

Without a clear positioning document, you risk speaking broadly, unclearly, and without direction. We all know marketers love to come up with new ideas, and without a clear path, the journey toward your goal can quickly become messy and more expensive than necessary.

With a solid document as your foundation, you can stand firmly and work purposefully toward growth, relevance, and trust in the market.

Investing time in positioning isn’t just good marketing, it’s good business strategy.

When you read the 9 points, you’ll think this is easy, but you’ll quickly realize how demanding the exercise is. Good luck :-)

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