When your market becomes saturated and numerous companies jump into the fray of your financial existence you need to make a change. One excellent train of thought is repositioning your product, service or company to become more meaningful and memorable to your consumers and the general public.
Today Plaxo announced their repositioning: “Plaxo Reinvents Itself as ‘Switzerland of Personal Information’”. I’ve been a long time Plaxo user for many reasons but most notably because my Outlook address book is updated daily without me making a key stroke. Their magic solution tracks all of my clients and ties directly into their Outlook to let me know seamlessly anytime they change title, email, address or phone, it even tells me when someone has a birthday coming up so I can send them a card or gift. It’s a perfect fit for a tech sector entrepreneur like me. Many of my colleagues and friends migrate from project to project and overtime their business information may change.
To solidify what I already knew Plaxo developed their new positioning statement “Switzerland of Personal Information”. Plaxo is truly a neutral third party that keeps your info in check and up to date.
So if you feel your market is saturated and your company looks and sounds a lot like others businesses competing for your customer’s attention think reposition to win.
So how do you create a positing statement?
Unlike a tagline or slogan, which is externally focused, a positioning statement is more internally focused on vendors, employees and the like. This gives everyone who is knowledgeable in your product clarity and focus as well as brand extension to the organization. In the Plaxo example yesterday I would tell friends I invite to join me in Plaxo this system will keep your contact data up to date and remind when your birthday comes up. Today I would simply say they are “Switzerland of Personal Information”. You can keep everything neutral and safe while sharing it with your trusted family, colleagues and friends.
More to come soon. We can spend lots of time talking positioning.
Happy Selling!
Kenneth Knapp
Founder, CEO
socialFIEND
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