Positioning is one of those little-known and less understood professional practice ingredients that can make a very big difference in the success of your practice approach and attracting the right connections and collaborations.
So what is positioning?
Positioning is the unique place your firm carves out for itself in your area of practice. It is the perception your firm wants to instill in the client’s mind. It is one of the fundamental elements of your professional practice.
In essence, it defines how you run your practice and which sort of clients you will attract to your practice. Thus, it has to be done well.
The problem is, if you look, sound, and act like every other practice, you give clients no reason to connect with you and choose to work with your practice.
Your positioning says something unique about your professional practice that is meaningful to your connections.
When you’re deciding how to position your practice brand in the marketplace, you have several options to choose from. You want to tailor your strategy to highlight your specific competitive advantage.
Below are a few popular positioning strategies that you can use to differentiate your brand in the market:
1. Client Service Positioning Strategy. The most tangible benefit of this strategy is that great client service can help your practice brand. After all, there’s a pretty good chance your client will select your services because of its top client service.
2. Price-Based Positioning Strategy. You may use this position strategy to present your services as the most valuable or affordable option. Be aware that this strategy comes with its share of risks and drawbacks.
3. Quality-Based Positioning Strategy. Some professional firms implement this strategy when they want to emphasize the quality of their services. The quality of the professional service can be shown through evidence of exceptional end results, high ROI, and impressive clients testimonials.
4. Convenience-Based Positioning Strategy. This positioning strategy highlights why a firm’s service is more convenient to use than the competition’s. This convenience can be based on factors like location, tailor made for a specific industry etc.
5. Social Media Positioning Strategy. This type of positioning is unique because it’s focused on different channels rather than a stand-alone tactic. This strategy need a lot of tailor made efforts especially when dealing with branding of a professional service practice.
A strong brand positioning strategy yields benefits such as increased client loyalty, an improved image, and a relatable identity that sets your practice apart from the competition.
If you’re ready to start positioning your professional practice in the right way with the right branding strategy, check out this Master Class within our SWITCH membership now!
