One Word for the Year: Positioning

Annette Walter

February 10, 2023

Positioning in business refers to the process of identifying and communicating the unique value proposition of a product or service in the minds of consumers. It is about finding a niche in the market and differentiating oneself from competitors. Positioning is essential for businesses because it helps to build brand recognition and loyalty, and can ultimately lead to increased sales and profitability.

To develop a strong positioning strategy, businesses must first identify their target audience and understand their needs and wants. This requires in-depth market research and analysis to identify trends and preferences among consumers. Once this is done, businesses can begin to craft a unique value proposition that speaks to the needs and desires of their target audience.

Positioning is an ongoing process that requires constant monitoring and adjustment. As market conditions change and new competitors enter the market, businesses must be willing to adapt and evolve their positioning strategy. This may require changes to pricing, product features, or marketing messaging. By staying attuned to the needs of their target audience and remaining flexible in their approach, businesses can position themselves for success in today’s competitive marketplace.

About Annette Walter

Much like Marcus Lemonis, host of CNBC’s “The Profit,” who lends his expertise to struggling businesses, Annette analyzes businesses, supports them with the right resources, and designs the plan they need to go from surviving to thriving.

Annette Walter has started, acquired, owned, and operated more than 15 companies in her lifetime. As a wife, mother of two boys, and owner of a national company, Timber Industries (a BBJ Top 50 Women-Owned Business, BBJ Top 25 Fastest-Growing Women-Owned Business and Inc.5000 list honoree), she can serve her true purpose and passion in coaching and consulting entrepreneurs through her business coaching company, iEvolve Consulting. Annette works with business owners across the globe in various industries to support their overall well-being, teams, and operations. As an operations expert and strategist, she works with business owners to help them identify organizational gaps and opportunities in their companies. She works with businesses to help make their finances, marketing efforts, technology solutions, and sales more efficient and effective.If you would like to know more about iEvolve Consulting, visit: