Am I positioning my product, my company or both?

marketing Feb 05, 2023

Positioning a single company, single product:

If your company has a single product, positioning the company and the product as the same thing is the easiest path to establishing a brand… think Slack. In this case, I strongly recommend focusing on your product and putting your energy into marketing and selling that.

You have multiple products:

In this case, you need to consider product and company positioning as separate, but highly linked things.

So the follow-on question: Which do I tackle first? Individual product positioning or company positioning?

The answer, at least in part, depends on how much revenue comes from selling a single product versus multiple products and partly your sales process.

If most customers encounter your company through purchasing a particular product, I’d position that product first.

If you mainly sell a group of products together, I’d position the company first and worry about how much to focus on positioning products individually later.


Want Helpful Business Growth Tips Every Week?

Get the only emails anybody wants on creating a business that thrives without you delivered to your inbox.

You're safe with me. I'll never spam you or sell your contact info.