Any company's marketing requires positioning for success. Positioning is considered one of the core elements of marketing strategy. Positioning is a base upon which all other marketing focussed on the goal of building relationships with a target market develops. Marketing results depend less on how advertising or other communications are written than on how a company's product or service is positioned.

Positioning is a statement of your company's true identity and true value to a target market. It is what your business will stand for in the minds of your prospects and customers.

A well thought out positioning statement defines a company's vision and direction. It describes:
--who you really are as a company;
--what business you are really in;
--who exactly buys your products and services;
--product and service demands by your market; and
--competitive advantages and unique value you offer.