Financial services professionals and organizations can strategically position themselves in given market segments to capitalize on opportunities or compete more effectively.
"Positioning is driving a stake in the ground that says what you stand for and how you want your prospects to perceive you," says Peter Montoya, Millenium Advertising, www.petermontoya.com. "Since everything you do will reflect the honesty or dishonesty of your position, it's important to develop a position that's supportable, both in your skill level and your personal presentation." Indeed, the purpose of positioning is to focus your resources and expertise to make the most of your strengths, while avoiding the areas of obvious weakness identified in your SWOT analysis.
Your positioning statement should help explain why you are different compared to your competitors, and what that difference means to your target audience. In a sentence or two, they should have a clear vision of what you do and how they will benefit. Essentially, you are positioning yourself in the minds of your audience as the go-to person for their particular needs. As such, it is important that you fully understand their needs and wants so you can apply this to your positioning statement. This statement is not about how you will position yourself in the market.
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