{"id":25717,"date":"2026-03-03T22:20:49","date_gmt":"2026-03-03T20:20:49","guid":{"rendered":"https:\/\/pointofnew.at\/glossary\/positioning\/"},"modified":"2026-03-06T15:19:25","modified_gmt":"2026-03-06T13:19:25","slug":"positioning","status":"publish","type":"page","link":"https:\/\/pointofnew.at\/en\/glossary\/positioning\/","title":{"rendered":"Positioning"},"content":{"rendered":"<div style=\"background:#f0f1f3;padding:1.5rem;margin-bottom:2rem;border-radius:8px;\">\n<strong>Das Wichtigste in K\u00fcrze:<\/strong> Positioning describes how your company, brand, or product is perceived in the minds of the target audience. Clear positioning differentiates you from the competition, makes your message memorable, and forms the basis for successful marketing and sustainable growth.\n<\/div>\n<nav style=\"background:#f8f9fa;padding:1.5rem 2rem;border-radius:8px;margin-bottom:2rem;\">\n<strong style=\"font-size:1.1rem;\">Table of Contents<\/strong><\/p>\n<ol style=\"margin:0.75rem 0 0;padding-left:1.25rem;\">\n<li><a href=\"#definition\" style=\"text-decoration:none;color:#1a5276;\">What is Positioning?<\/a><\/li>\n<li><a href=\"#bedeutung\" style=\"text-decoration:none;color:#1a5276;\">Why Positioning is Crucial<\/a><\/li>\n<li><a href=\"#modelle\" style=\"text-decoration:none;color:#1a5276;\">Positioning Models<\/a><\/li>\n<li><a href=\"#prozess\" style=\"text-decoration:none;color:#1a5276;\">Developing Positioning: Step by Step<\/a><\/li>\n<li><a href=\"#digital\" style=\"text-decoration:none;color:#1a5276;\">Positioning in the Digital Age<\/a><\/li>\n<li><a href=\"#fehler\" style=\"text-decoration:none;color:#1a5276;\">Common Positioning Mistakes<\/a><\/li>\n<li><a href=\"#beispiele\" style=\"text-decoration:none;color:#1a5276;\">Successful Positioning \u2013 Principles<\/a><\/li>\n<li><a href=\"#faq\" style=\"text-decoration:none;color:#1a5276;\">Frequently Asked Questions<\/a><\/li>\n<\/ol>\n<\/nav>\n<h2 id=\"definition\">What is Positioning?<\/h2>\n<p>Positioning is a strategic concept that describes the place a brand, company, or product occupies in the consciousness of the target audience. The term was coined in the 1980s by Al Ries and Jack Trout and has since been a cornerstone of strategic marketing. <\/p>\n<p>The central question is: What does your company stand for in the minds of your customers? The answer determines whether potential customers think of you when they are looking for a solution. Strong positioning creates a clear <a href=\"\/glossar\/value-proposition\/\" style=\"color:#1a5276;text-decoration:none;\">Unique Value Proposition<\/a> and forms the basis for all marketing and sales activities.  <\/p>\n<h2 id=\"bedeutung\">Why Positioning is Crucial<\/h2>\n<p>In saturated markets with interchangeable offerings, positioning determines success or failure:<\/p>\n<ul>\n<li><strong>Differentiation:<\/strong> Without clear positioning, you are one of many \u2013 with positioning, you become the first choice for your target audience<\/li>\n<li><strong>Price Elasticity:<\/strong> Strong positioning justifies premium prices and increases <a href=\"\/glossar\/clv-customer-lifetime-value\/\" style=\"color:#1a5276;text-decoration:none;\">Customer Lifetime Value<\/a><\/li>\n<li><strong>More Efficient Marketing:<\/strong> Clear positioning reduces <a href=\"\/glossar\/cac-customer-acquisition-cost\/\" style=\"color:#1a5276;text-decoration:none;\">acquisition costs<\/a> because your message is immediately understood<\/li>\n<li><strong>Customer Loyalty:<\/strong> Customers who identify with your positioning stay longer \u2013 higher <a href=\"https:\/\/pointofnew.at\/en\/glossary\/retention\/\">retention<\/a>, lower <a href=\"https:\/\/pointofnew.at\/en\/glossary\/churn-rate\/\">churn rate<\/a><\/li>\n<li><strong>Strategic Clarity:<\/strong> Positioning gives all activities \u2013 from <a href=\"https:\/\/pointofnew.at\/en\/glossary\/content-marketing\/\">Content Marketing<\/a> to <a href=\"https:\/\/pointofnew.at\/en\/glossary\/performance-marketing\/\">Performance Marketing<\/a> \u2013 a unified direction<\/li>\n<\/ul>\n<h2 id=\"modelle\">Positioning Models<\/h2>\n<p>Various frameworks help systematically develop your positioning:<\/p>\n<h3>Positioning Cross<\/h3>\n<p>The classic two-dimensional model: Choose two axes relevant to your target audience (e.g., price vs. quality, innovation vs. tradition) and map yourself and your competitors. Goal: find a gap you can fill. <\/p>\n<h3>Category Design<\/h3>\n<p>Instead of positioning yourself within an existing category, you define a new category in which you are the undisputed leader. This approach perfectly fits <a href=\"\/glossar\/geschaeftsmodell-innovation\/\" style=\"color:#1a5276;text-decoration:none;\">business model innovation<\/a> and <a href=\"https:\/\/pointofnew.at\/en\/glossary\/blue-ocean-strategy\/\">Blue Ocean Strategy<\/a>. <\/p>\n<h3>Jobs to be Done<\/h3>\n<p>Position your offering based on the &#8220;job&#8221; customers want to get done. This approach is based on the <a href=\"https:\/\/pointofnew.at\/en\/glossary\/customer-journey\/\">customer journey<\/a> and focuses on customer value rather than product features. <\/p>\n<h3>Positioning Statement<\/h3>\n<p>The classic formula: &#8220;For [target group], [brand] is the [category] that [differentiation], because [proof].&#8221; This formula forces clarity and should be incorporated into your <a href=\"\/glossar\/value-proposition\/\" style=\"color:#1a5276;text-decoration:none;\">UVP<\/a>. <\/p>\n<h2 id=\"prozess\">Developing Positioning: Step by Step<\/h2>\n<h3>1. Current State Analysis<\/h3>\n<p>How are you currently perceived? Survey customers, analyze reviews, and check your <a href=\"\/glossar\/nps-net-promoter-score\/\" style=\"color:#1a5276;text-decoration:none;\">NPS<\/a>. Use <a href=\"https:\/\/pointofnew.at\/en\/glossary\/design-thinking\/\">Design Thinking<\/a> methods for qualitative insights.  <\/p>\n<h3>2. Competitor Analysis<\/h3>\n<p>How are your competitors positioned? Where are there gaps? Analyze their messaging, <a href=\"https:\/\/pointofnew.at\/en\/glossary\/seo-search-engine-optimization\/\">SEO<\/a> strategy, and <a href=\"https:\/\/pointofnew.at\/en\/glossary\/content-marketing\/\">Content Marketing<\/a>.  <\/p>\n<h3>3. Define Target Audience<\/h3>\n<p>Who do you want to address? The more specific your target audience, the sharper your positioning. Understand the <a href=\"https:\/\/pointofnew.at\/en\/glossary\/touchpoint\/\">touchpoints<\/a> and decision criteria of your ideal customers.  <\/p>\n<h3>4. Identify Differentiating Feature<\/h3>\n<p>What makes you unique? This can be expertise, methodology, target audience focus, technology, or corporate culture. Your <a href=\"\/glossar\/wettbewerbsanalyse\/\" style=\"color:#1a5276;text-decoration:none;\">core competence<\/a> must be relevant, distinguishable, and defensible.  <\/p>\n<h3>5. Formulate Positioning Statement<\/h3>\n<p>Condense your positioning into a clear sentence. This sentence must be understood internally and communicated externally. <\/p>\n<h3>6. Implementation Across All Channels<\/h3>\n<p>Positioning is only effective if it is consistently experienced across all <a href=\"https:\/\/pointofnew.at\/en\/glossary\/omnichannel\/\">omnichannel<\/a> touchpoints \u2013 from the website to <a href=\"https:\/\/pointofnew.at\/en\/glossary\/thought-leadership\/\">Thought Leadership<\/a> and sales conversations.<\/p>\n<h2 id=\"digital\">Positioning in the Digital Age<\/h2>\n<p>Digitalization has changed the rules of positioning:<\/p>\n<ul>\n<li><strong>Transparency:<\/strong> Customers compare online in seconds \u2013 your positioning must be immediately clear<\/li>\n<li><strong><a href=\"https:\/\/pointofnew.at\/en\/glossary\/seo-search-engine-optimization\/\">SEO<\/a> as a Positioning Tool:<\/strong> For which search terms you rank defines your digital positioning. <a href=\"https:\/\/pointofnew.at\/en\/glossary\/local-seo\/\">Local SEO<\/a> is particularly relevant for regional positioning<\/li>\n<li><strong><a href=\"https:\/\/pointofnew.at\/en\/glossary\/llmo-large-language-model-optimization\/\">LLMO<\/a>:<\/strong> AI systems recommend brands based on their online authority \u2013 clear positioning helps to be cited by AI<\/li>\n<li><strong>Social Proof:<\/strong> Reviews and <a href=\"\/glossar\/nps-net-promoter-score\/\" style=\"color:#1a5276;text-decoration:none;\">NPS<\/a> scores massively influence perceived positioning<\/li>\n<li><strong><a href=\"https:\/\/pointofnew.at\/en\/glossary\/thought-leadership\/\">Thought Leadership<\/a>:<\/strong> In the digital space, you position yourself through expertise-driven content, not advertising budget<\/li>\n<\/ul>\n<h2 id=\"fehler\">Common Positioning Mistakes<\/h2>\n<ul>\n<li><strong>Positioned too broadly:<\/strong> &#8220;We can do everything for everyone&#8221; is not positioning\u2014specificity wins<\/li>\n<li><strong>Me-Too Positioning:<\/strong> If your positioning also fits five competitors, it&#8217;s worthless<\/li>\n<li><strong>Not Lived:<\/strong> Writing positioning on the website is not enough \u2013 it must be experienced at every <a href=\"https:\/\/pointofnew.at\/en\/glossary\/touchpoint\/\">touchpoint<\/a><\/li>\n<li><strong>Changing Too Often:<\/strong> Positioning takes time to resonate in people&#8217;s minds \u2013 patience is crucial<\/li>\n<li><strong>Not Internally Anchored:<\/strong> If your own team doesn&#8217;t understand the positioning, customers certainly won&#8217;t<\/li>\n<li><strong>Features Instead of Benefits:<\/strong> Customers buy results, not features \u2013 position yourself through the benefits<\/li>\n<\/ul>\n<h2 id=\"beispiele\">Successful Positioning \u2013 Principles<\/h2>\n<p>The strongest positionings follow clear principles:<\/p>\n<ul>\n<li><strong>Category Leadership:<\/strong> Define a niche where you are the clear number 1 \u2013 better to be a big fish in a small pond<\/li>\n<li><strong>Problem Focus:<\/strong> Position yourself through the specific problem you solve, not your methods<\/li>\n<li><strong>Emotional Resonance:<\/strong> The best positionings appeal to both the head and the heart<\/li>\n<li><strong>Consistency Over Time:<\/strong> Successful brands remain true to their positioning and evolve it incrementally<\/li>\n<\/ul>\n<p>For <a href=\"\/glossar\/digitales-marketing-kmu\/\" style=\"color:#1a5276;text-decoration:none;\">SMEs<\/a>, niche positioning is particularly effective: the more specifically you position yourself, the stronger your brand will be perceived by the target audience.<\/p>\n<div style=\"background:linear-gradient(135deg,#1e3a5f,#2563eb);color:#fff;padding:2rem;border-radius:12px;margin:2rem 0;text-align:center;\">\n<h3 style=\"color:#fff;margin-top:0;\">Clear Positioning for Your Company?<\/h3>\n<p style=\"font-size:1.1rem;\">We help you develop a differentiating positioning that convinces customers and leaves the competition behind. Strategically sound and practically implemented. <\/p>\n<p><a href=\"https:\/\/pointofnew.at\/en\/business-model-innovation-services\/\" style=\"display:inline-block;background:#fff;color:#1e3a5f;padding:0.75rem 2rem;border-radius:8px;text-decoration:none;font-weight:600;margin-top:0.5rem;\">\u2192 Develop your positioning strategy now<\/a><\/p>\n<\/div>\n<div itemscope=\"\" itemtype=\"https:\/\/schema.org\/FAQPage\">\n<h2 id=\"faq\">Frequently Asked Questions (FAQ)<\/h2>\n<details itemscope=\"\" itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" style=\"background:#eaecee;border-radius:8px;margin-bottom:0.75rem;overflow:hidden;\">\n<summary itemprop=\"name\" style=\"padding:1rem 1.2rem;font-weight:600;cursor:pointer;color:#2c3e50;\">What is the difference between positioning and branding?<\/summary>\n<div itemscope=\"\" itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\" style=\"padding:0 1.2rem 1rem;color:#2c3e50;\">\n<div itemprop=\"text\">\n<p>Positioning is the strategic decision of what you want to stand for. Branding is the creative and communicative implementation of this positioning \u2013 logo, colors, tonality, visual identity. Positioning always comes first, branding follows.  <\/p>\n<\/div>\n<\/div>\n<\/details>\n<details itemscope=\"\" itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" style=\"background:#eaecee;border-radius:8px;margin-bottom:0.75rem;overflow:hidden;\">\n<summary itemprop=\"name\" style=\"padding:1rem 1.2rem;font-weight:600;cursor:pointer;color:#2c3e50;\">How often should one review their positioning?<\/summary>\n<div itemscope=\"\" itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\" style=\"padding:0 1.2rem 1rem;color:#2c3e50;\">\n<div itemprop=\"text\">\n<p>A strategic review annually, or more frequently if there are fundamental market changes. Positioning should remain stable but be adjusted evolutionarily. A complete repositioning is only advisable with a fundamental change in strategy.  <\/p>\n<\/div>\n<\/div>\n<\/details>\n<details itemscope=\"\" itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" style=\"background:#eaecee;border-radius:8px;margin-bottom:0.75rem;overflow:hidden;\">\n<summary itemprop=\"name\" style=\"padding:1rem 1.2rem;font-weight:600;cursor:pointer;color:#2c3e50;\">Can a small company position itself against large competitors?<\/summary>\n<div itemscope=\"\" itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\" style=\"padding:0 1.2rem 1rem;color:#2c3e50;\">\n<div itemprop=\"text\">\n<p>Yes \u2013 and often even better! SMEs can focus on specific niches, appear more authentic, and react faster. The strategy is: Don&#8217;t be broader, be sharper. Use <a href=\"\/glossar\/digitales-marketing-kmu\/\" style=\"color:#1a5276;text-decoration:none;\">digital marketing<\/a> and <a href=\"https:\/\/pointofnew.at\/en\/glossary\/thought-leadership\/\">Thought Leadership<\/a> to make your expertise visible.   <\/p>\n<\/div>\n<\/div>\n<\/details>\n<details itemscope=\"\" itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" style=\"background:#eaecee;border-radius:8px;margin-bottom:0.75rem;overflow:hidden;\">\n<summary itemprop=\"name\" style=\"padding:1rem 1.2rem;font-weight:600;cursor:pointer;color:#2c3e50;\">What makes a good positioning statement?<\/summary>\n<div itemscope=\"\" itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\" style=\"padding:0 1.2rem 1rem;color:#2c3e50;\">\n<div itemprop=\"text\">\n<p>A good positioning statement is: specific (not general), relevant (to the target group), differentiating (from the competition), credible (provable), and memorable (in one sentence). The classic formula: &#8220;For [target group], we are the [category] that [differentiation], because [proof].&#8221; <\/p>\n<\/div>\n<\/div>\n<\/details>\n<details style=\"background:#eaecee;border-radius:8px;padding:0;margin-bottom:0.75rem;\">\n<summary style=\"padding:1rem 1.2rem;font-weight:600;cursor:pointer;color:#2c3e50;list-style:none;\">How do I test if my positioning is working?<\/summary>\n<div style=\"padding:0 1.2rem 1rem 1.2rem;\">Test positioning through customer interviews asking how they describe your company, win\/loss analysis comparing feedback from won and lost deals, and message testing with target audiences. Track metrics like sales cycle length, win rates, and pricing power \u2013 effective positioning shortens cycles and increases close rates. If prospects immediately understand your value and competitive difference, positioning is working. If you constantly have to explain &#39;we&#39;re not like X,&#39; it needs refinement.<\/div>\n<\/details>\n<\/div>\n<div style=\"display:flex;flex-wrap:wrap;gap:0.5rem;margin-top:2rem;\">\n<a href=\"\/glossar\/value-proposition\/\" style=\"color:#1a5276;text-decoration:none;\">Unique Value Proposition<\/a><br \/><a href=\"https:\/\/pointofnew.at\/en\/glossary\/thought-leadership\/\" style=\"background:#ffffff;padding:0.5rem 1rem;border-radius:20px;text-decoration:none;color:#1a5276;border:1px solid #d5d8dc;font-size:0.9rem;\">Thought Leadership<\/a><br \/><a href=\"https:\/\/pointofnew.at\/en\/glossary\/b2b-marketing\/\" style=\"background:#ffffff;padding:0.5rem 1rem;border-radius:20px;text-decoration:none;color:#1a5276;border:1px solid #d5d8dc;font-size:0.9rem;\">B2B Marketing<\/a><br \/><a href=\"https:\/\/pointofnew.at\/en\/glossary\/content-marketing\/\" style=\"background:#ffffff;padding:0.5rem 1rem;border-radius:20px;text-decoration:none;color:#1a5276;border:1px solid #d5d8dc;font-size:0.9rem;\">Content Marketing<\/a><br \/><a href=\"\/glossar\/geschaeftsmodell-innovation\/\" style=\"color:#1a5276;text-decoration:none;\">Business Model Innovation<\/a><br \/><a href=\"https:\/\/pointofnew.at\/en\/glossary\/blue-ocean-strategy\/\" style=\"background:#ffffff;padding:0.5rem 1rem;border-radius:20px;text-decoration:none;color:#1a5276;border:1px solid #d5d8dc;font-size:0.9rem;\">Blue Ocean Strategy<\/a><br \/><a href=\"https:\/\/pointofnew.at\/en\/glossary\/design-thinking\/\" style=\"background:#ffffff;padding:0.5rem 1rem;border-radius:20px;text-decoration:none;color:#1a5276;border:1px solid #d5d8dc;font-size:0.9rem;\">Design Thinking<\/a><br \/><a href=\"https:\/\/pointofnew.at\/en\/glossary\/customer-journey\/\" style=\"background:#ffffff;padding:0.5rem 1rem;border-radius:20px;text-decoration:none;color:#1a5276;border:1px solid #d5d8dc;font-size:0.9rem;\">Customer Journey<\/a><br \/><a href=\"\/glossar\/wettbewerbsanalyse\/\" style=\"color:#1a5276;text-decoration:none;\">Core Competence<\/a><br \/><a href=\"https:\/\/pointofnew.at\/en\/glossary\/seo-search-engine-optimization\/\" style=\"background:#ffffff;padding:0.5rem 1rem;border-radius:20px;text-decoration:none;color:#1a5276;border:1px solid #d5d8dc;font-size:0.9rem;\">SEO<\/a>\n<\/div>\n<h2>Related Terms<\/h2>\n<div style=\"display:flex;flex-wrap:wrap;gap:0.5rem;margin-top:0.5rem;\">\n<div style=\"margin-top:1rem;\">\n<a style=\"display:inline-block;background:white;border:1px solid #d5d8dc;border-radius:20px;padding:0.4rem 1rem;margin:0.3rem;color:#1a5276;text-decoration:none;font-size:0.95em;\" href=\"https:\/\/pointofnew.at\/en\/glossary\/value-proposition\/\">Value Proposition<\/a><a style=\"display:inline-block;background:white;border:1px solid #d5d8dc;border-radius:20px;padding:0.4rem 1rem;margin:0.3rem;color:#1a5276;text-decoration:none;font-size:0.95em;\" href=\"https:\/\/pointofnew.at\/en\/glossary\/competitive-analysis\/\">Competitive Analysis<\/a><a style=\"display:inline-block;background:white;border:1px solid #d5d8dc;border-radius:20px;padding:0.4rem 1rem;margin:0.3rem;color:#1a5276;text-decoration:none;font-size:0.95em;\" href=\"\/en\/glossary\/target-audience-analysis\/\">Target Group Segmentation<\/a><a style=\"display:inline-block;background:white;border:1px solid #d5d8dc;border-radius:20px;padding:0.4rem 1rem;margin:0.3rem;color:#1a5276;text-decoration:none;font-size:0.95em;\" href=\"\/en\/glossary\/unique-selling-proposition-usp\/\">Unique Selling Proposition (USP)<\/a><a style=\"display:inline-block;background:white;border:1px solid #d5d8dc;border-radius:20px;padding:0.4rem 1rem;margin:0.3rem;color:#1a5276;text-decoration:none;font-size:0.95em;\" href=\"\/en\/glossary\/personal-branding\/\">Branding<\/a><a style=\"display:inline-block;background:white;border:1px solid #d5d8dc;border-radius:20px;padding:0.4rem 1rem;margin:0.3rem;color:#1a5276;text-decoration:none;font-size:0.95em;\" href=\"\/en\/glossary\/performance-marketing\/\">Marketing Mix<\/a>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Das Wichtigste in K\u00fcrze: Positioning describes how your company, brand, or product is perceived in the minds of the target audience. 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