The first phase in the positioning process is to explore personal and organisation values, and from this foundation begin to develop an authentic identity.
Once the organisation's core identity is clarified, the next phase is to define the ideal customer, including understanding their values, situation, problems, barriers and aspirations.
In order to consistently deliver the defined offer as part of an 'ideal' customer experience, it's crucial that a detailed picture of how this can be achieved is outlined.
Taking the strategy and tactics and translating it into content and design that delivers in line with the defined core values is the fourth phase in the positioning process.
For many organisations the positioning process produces a set of aspirations and requirements that are a long way from current practices. Mentoring management and staff through this process is the final piece of the jigsaw, ensuring that what's been agreed can and will be delivered, and as consistently and reliably as possible.