How to position your software business for success?

Brand positioning dallas

Would you buy something if you didn’t know what you were buying?
Can you market a product without knowing who would want to buy it?

No and No.

Yet you’d be surprised at how many software developers build and market products without a clear understanding of their software’s position in the market place.

Positioning is the foundation of all marketing activities. Let’s not forget this simple concept. Until you define your product, its target market (‘users’ is a better word), and the reasons why the market would want to buy it, you cannot begin to position it.

This is why every marketing group’s first critical responsibility is to position the product. And this positioning must be clear and logical –> both to your company and the market place.

Answer these basic questions:

  • What category or type of product am I selling?
  • What class of product am I selling? (In the retail market, usually low- or high-end. In the markets for higher end and enterprise software, there may exist a middle ground.)
  • What are the significant features and benefits of the software product with respect to the target audience’s expectations? Other products in this category? In other words, what is the value proposition (also called “value prop”) of your software and services and how will it assist your customers to overcome problems and meet their goals and objectives?

After answering these positioning questions, you may be able to:

  • Build a product that meets the competitive specifications of the market where it is competing.
  • Target the audience that wants to use your kind of product.
  • Set product price realistically and competitively.
  • Focus on the channel partners to provide your product with maximum distribution push.

When you use this content to market your business or product, that is part of content marketing.


Like UBER’s new look?

UBER – the apps based transportation network – announced their new look and feel.

The much familiar ‘U’ has been replaced with colorful geometric icons that are different for drivers and riders.

UBER old logo

The new logo is a circle with a square in the middle set for riders. And the second icon is a hexagon with a square in middle which has been designed for its drivers. With time, the company aims to create patterns and colors unique to each market. Example: red in China, turquoise in India, dark teal in the United States.

Some of the fans weren’t impressed with the new look and took to social media to voice their views.

UBER new app iconsI think the older UBER logo had more punch. The ‘U’ came across as a more memorable icon for the firm which, despite being 400-city strong, still has a very long way to go. The new icons could be hard to spot among myriad of others on our devices.

Confusing Branding

Don't settle for confusing branding

Brand stands for one, or two things. Rarely more than two.

It means your customers remember you for a certain kind of product or service. It also means every time they buy from you, they expect a certain experience. This expectation could be a result of a prior purchase from you or because someone told them that you are good.

In any of the cases, they recalled your name because of a certain positive associated memory. That is branding!

Do you have a brand? Is it memorable? What do customer think when they think about the product or service that you sell?

Contact me to get started with your brand. You know you want to.


Set your initial positioning goal

Positioning using Content Marketing

Software and technology companies can have a particularly hard time establishing solid positioning because the offered benefits may resemble that of a competitor.

The ideal goal of positioning process is –> to help your target buyers associate a benefit with your solution, product or company. With effort and time, you can claim a position by consistently reminding that benefit to the target audience.

Central idea

Your positioning statement becomes the central idea or theme for all your marketing activities. A positioning statement is a short, declarative sentence that states just one benefit, and addresses your target market’s No. 1 problem.

This short message serves as a recipe for your entire software product’s marketing communication.

Repetition and commitment

Positioning delivers the same message across all marketing media – including web sites, brochures, advertisements and presentations – to investors, industry analysts and prospects. Repetition is one of the most important factors in claiming a position and giving it staying power. Remember, you’ll get tired of your message strategy long before your target audience is tired of it – and sometimes even before all your audiences have heard your positioning for the first time. Be patient and give it a chance to work.



Brand is a promise of satisfaction.
Branding is one of the most important aspects of any business, whether it is industrial, in retail or provides services. An effective brand strategy gives you a major edge in increasingly competitive markets.

Keep in mind the following points:

  1. Start by defining your brand. How you are different from others? Don’t forget strengths of your business.
  2. Business Logo- very very important.
  3. When building your brand, think of it as a person. Grow that person with food and water.
  4. Aim to build long-term relationships with your customers and vendors.
  5. Speak to your customers with a consistent voice.
  6. Don’t try to copy but create your own space and identity.
  7. Be innovative, bold and a little daring – stand for something you understand and believe in.
  8. Always remember your strengths and unique branding when communicating with customers.
  9. Be visible through media and advertising, and don’t skip on the marketing costs.
  10. Never look back.
Written by Sameer Bansal // Brand Marketing Consultant from USA