The Positioning Anchors for SaaS products

Hierarchy for brand focused positioning vs Acquisition focused positioning

Remember that pre-meeting scramble? Craving a lifeline between briefings and client calls? Me too. Back in my Goldman Sachs consulting days, the Toronto-NYC grind was fueled by two things: ambition and a reliable stash of Snickers.

Those weren't just candy bars, folks. They were a marketing idea in execution.

Snickers' "You're Not You When You're Hungry" campaign wasn't just catchy, it was a cultural phenomenon. Remember the hangry meltdowns of celebrities like Elton John and Robin Williams? Pure genius. And the results? Sales skyrocketed by a whopping $376 million in just two years. Talk about a return on investment.

Snickers has a long history of using the "Jobs to be Done" approach.

Back in the 90s Olympics, that husky voice crooning "There's a hunger inside you... Snickers satisfies" wasn't just a jingle. It was an emotional trigger, a messaging based on a positioning anchor that cemented Snickers as the go-to solution for hanger pangs.

The brand had created an emotional shortcut ( through a positioning anchor) to think of Snicker.

Snickers uses their highly recognizable brand but with a twist — putting the job being done right on the wrapper.

Jobs to be done positioning anchor

Consider a few jobs you might find you need to do below and fill in the blank with the first brand you’d hire to do them:

• You need to blow your nose: ______

• You need a serious energy boost: ______

Very likely, Kleenex and Red Bull.

By aligning a JTBD with a brand, the customer relies on mental shortcuts.

Positioning Anchors based on strongest to weakest brand association

1. Jobs to be Done (Emotional Dimension): This taps into core desires and connects with your audience on a deeper level. Think about how Snickers uses humor to address hanger. It's a strong emotional shortcut.

2. Comparison Anchor: This can be effective, but only if you compare yourself to a well-established, relevant brand. Saying you're "2 times better than Acme Corp" might not mean much unless people know and trust Acme.

   1. "We are the Uber for [Your Niche]": This can be a catchy way to explain your service, but it relies on the audience already knowing and liking Uber.

3. Jobs to be Done (Functional Dimension): This focuses on the practical uses of your product.

I don’t think I have to explain why an emotional dimension type positioning ranks first here when you look for strong brand associations.

The comparison anchor is strong only if you anchor against a strong brand name.

2 and 3 above are interchangeable depending on how strong your brand is already. For example, if you are Kleenex, where you are already a strong brand you can use a JTBD that is of a functional dimension.

Startups: Forget Snickers, Focus on Functional Anchors First

Let's face it, building brand awareness like Snickers takes time and resources. Most startups in the 0-5 million dollar range are still laying the groundwork. For them, clear functional anchors are key.

Think of it like this: emotional connections are lighthouses, guiding customers. But a strong ship (your product) is needed to navigate first. So, prioritize messaging that clearly communicates what your product or service does and how it solves a problem.

Functional Anchors First

Here's the ranking of positioning anchors for customer acquisition, tailored for startups:

1. Jobs to be Done (Functional Dimension): Aligning to a JTBD with a functional dimension aligns with a problem that the audience needs to solve. Understanding the audience mindset here ensures that your messaging is more prospect-oriented.

2. Comparison Anchor (Use Strategically): Comparing yourself to a known brand can work, but only if that brand is relevant.

3. Jobs to be Done (Emotional Dimension)

By understanding this hierarchy, you can craft messaging that resonates with your target audience, leading to stronger customer acquisition.