Please don't misunderstand. I am not condemning a deliciously rich scoop of vanilla ice cream. Vanilla actually tops chocolate on my "favs" list every time. But I am firmly against and vote "no" to plain vanilla positioning. We live in an over communicated world and generalities simply don't cut it.

I can't tell you how many times we've started out on a new branding and positioning assignment with great hopes and aspirations. Dreams of "nailing it" by getting to the core differentiating factor and then presenting it with compelling clarity swirl around our creative heads.

Bold claims that create a swift divide between our product and the competition flow freely and generously during initial backgrounding sessions only to be firmly stamped out before they see the light of day. "We can't say that" or "Well, we don't actually do that" seem to be common reasons for squashing true differentiating statements.

Positioning refers to the way your customers think and talk about your company or product when you're not there. If you don't leave a relevant and lasting impression your customers won't think or talk about you. Positioning equates to image. What image do you want to portray?

It's not easy to develop a strategic position in our crowded and competitive marketplace. It requires a process that explores your brand from your customer's viewpoint. It takes time to unpack the truths about your product and it takes some skill to express your position in a way that people actually think. In the end, a positioning statement must convey truth; it must actually differentiate your product from competitors; it must be easily understood and it must be simple and clear without jargon and fancy words or phrases.

Ultimately you have to be known for something. You can take the bull by the horns and control your position and image yourself or you can let your image waft in the wind and become something you don't recognize. Do yourself a favor and spend some time to articulate that which is truly unique about you and avoid being "just plain vanilla."