What do you want people to think about your business?

 

　　Today's business landscape is being resized, reshaped and reoriented at an unprecedented rate. As someone who provides commerce solutions that connect communities of print buyers and sellers, I work quite a bit with print providers.

 

　　I see how the smart executives recognize the importance and value of defining their business position and corporate identity to reinforce their strategic goals, build and maintain their brands and guide their businesses in today's global marketplace.

 

　　The penalty for not defining an organization's position means that competitors, the media and industry analysts will do it for you. Companies that allow their position to be defined by these outside influences may not like the results, and will likely find it difficult to get out of whatever box they eventually find themselves in.

 

　　There is much confusion in the printing industry as to what corporate positioning means. Simply put, it is a disciplined effort undertaken by an organization to define how it wants to be perceived by its most important audiences. It results in an honest statement of distinguishing characteristics and unifying attributes.

 

　　Design, branding and identity are the visual and emotional expressions of an effective positioning strategy. But a logo, creative design and good printing won't amount to more than a blur in the marketplace if they're not based on a sound strategy. Corporate positioning is often mistaken for image or reputation. Image and reputation are what audiences think about your organization. Corporate positioning is the inverse: it is the disciplined management effort to guide what you want people to think about your business.

 

　　It is not a slogan. Slogans are a result of a clear and effective market position. They are the end result, not the beginning. Corporate positioning is not a list of services or businesses comprising a company. This kind of a list doesn't tell anybody about the unique and memorable qualities that a firm may possess.

 

　　A marketing strategy isn't a corporate position, although it might be the result of well-defined positioning.

 

　　An effective corporate position must pass several tests:

 

　　First, it must be aimed at the future because that's where we're headed and that's where we will spend the rest of our lives.

 

　　Second, it should provide a sense of cohesiveness and support various parts of the organization with the strength of the entire organization's distinguishing attributes.

 

　　Third, it must be authentic. It must be credible and believable. No business has the resources to buy credibility.

 

　　Fourth, it must speak in human terms. Computers, machines and processes are the stuff of every business, but devices and formulas have never made a purchase.

 

　　This concept can be applied to understanding customers and prospects.

 

　　Consider providing clients with solutions that align with and support their position and strategy, rather than providing merely estimates or responses to RFPs.

 

　　In the end, you'll become a trusted partner— rather than just a vendor with the ability to ride the success with your customer.

[时间：2006-10-20  作者：Tim Morin  来源：信息中心]