Art positioning

Imagine this situation: you are going to start / launch a startup with a team, be proud of your idea, work day and night, and one day, returning home late at night you meet your old friend. The following dialog takes place:

...
- And what are you doing then?
- Yes, we start a startup with the guys, so cool!
- Oh, cool! And what a startup?
- Well listen, now I will explain. In general, this is a directory with music in which you can evaluate it, like and share it with friends. And most importantly, everything is free!
- Oh, I see. Okay, I went, see you.

And you go and think, why is your idea not appreciated.

Approximately the same thing happens when a user comes to your site and does not get an answer to the question of who you are, how you can help him and what you are better than others. Next, I will try to talk about how to make a correct opinion about yourself and give examples.
')

Basic principles of positioning

The moment when the user gets to the site of your project for the first time is the most important. That's when you have the only chance to make a first impression about yourself. The more understandable your goals, objectives, competitive advantages, the more likely that the user will have a good impression. By the way, people tend to share with others :)

To create the correct image using 3 elements:

• Formula
• Tagline
• Functional presentation

Formula

This is the very brief description, consisting of 3-8 words, which you will tell friends without risking being misunderstood. From the project formula, each user must understand who you are, what opportunities you provide or what problem you can solve. The formula, by virtue of its brevity, can not describe the entire functionality of the project, but should make an assumption about the user.

Tagline

The slogan and the formula is often confused. The slogan is a concise, easy to remember phrase that expresses the essence of the competitive advantage of the project or some of its functions. The slogan often carries less information load than the formula, and rather contributes to the formation of a general impression of the project.

Functional presentation

Under the presentation of the functional means the description of the capabilities of the service in any form: video, presentation, demo version, product screenshot.

And now we will consider examples.

Evernote
Slogan: Remember everything.
Formula: Remember everything. Keep always at hand. Find fast.
Beautiful presentation of the functional in pictures with a brief decoding.



Basecamp
Formula: Basecamp keeps your projects together.
Using a non-bridged solution, the formula is expanded and carries more information about the functionality.



Pinterest
Slogan: Organize and share things you love.
Formula: Pinterest is an online pinboard.

Airbnb
Formula: Find where to stay.
That is the case when it is not completely clear whether this is a formula or a slogan :)
A block on the main role of the demo version and video with Russian subtitles as a presentation of the functional.



Klout
Formula: Klout measures your influence on your social networks.

KAYAK
Slogan: Search one and done.
An excellent slogan, reflecting the main competitive advantage of the service.
Formula: Compare hundreds of travel sites at once. Choose where to book.

Kickstarter
Slogan: A new way to fund & follow creativity.
Formula: World's largest funding platform for creative projects.

Soundcloud
Slogan: Share your sounds.
Below is a small presentation of the functional in pictures with text explanations.



Slideshare
Slogan: Present yourself.
Formula: SlideShare is the best way to share presentations, documents and professional videos.
Below is a demo version of the functional in the form of “Top presentations of the day” and a presentation on the functionality and benefits of the service.



Dribbble
Slogan: What are working on?
Formula: Dribbble is a show for designers.

Futubra
Formula: Microblog with pictures and video.
It should be noted that this is an elegant formula.

Zen mani
Formula: A beautiful way of accounting and planning personal finances.
Functional presentation:



Timepad
Formula: A handy tool for organizers of good events.
To the right of the formula, the link to the video presentation is convenient.

Your interesting examples are happy to add.