If I told you to go to the store and buy some Dial, Tide and Orville, what would you bring back? Instinctively you would probably bring back some soap, laundry detergent and popcorn.

The reason for this is simple. In marketing, we often use a term called “positioning”.

In short, this term refers to how a product is positioned in the minds of consumers. And because the companies pushing these products have done such a good job in positioning their brands in our minds, we automatically draw an image when the product’s name is mentioned.

When you think of laundry detergent, one of first brands that pop into your mind is probably Tide, right? Now if I told you to buy some Tyson foods or a BMW car, you would probably ask what kind. It’s a lot more difficult because of the many products that both of these companies produce.

When you think Dial you think soap, when you think Tyson you think food but what kind? It’s difficult to associate the Tyson name with one kind of product because of their many line extensions, therefore making the identity of the company a little more complex to define. Will you be having chicken or pork chops for dinner?

Another way to look at the notion of positioning is simply evaluating how a company is defined in the minds of the general population. What’s important about this concept is that its marketing power goes beyond mere products and services. It can also be influential for personalities.

To illustrate this point, let’s evaluate some of our past legends. Take the late Malcolm X, for example. In one sentence you can define him: Malcolm X was a Muslim Black nationalist who advocated civil rights for people of color. In marketing terms, this was his “positioning statement”.

That sentence represents, in his truest essence, what he stood for and what we remember about him while at the same time positioning him against other people we know.

Moreover, the relevance behind the statement is in the fact that everything Malcolm did and pursued (after his conversion) was based on that foundation. That premise governed his total existence. In every decision he made, his foundation, or positioning statement, played a role. Just like Dial has a registered definition in our mind, so does Malcolm.

Another example would be Karl Marx. “A philosopher and activist who fathered the communism ideology” would be his definition.

This is why we remember him and this is where he’s positioned in our minds. If historians were to come along and say that Marx did not represent communism, but utopianism, confusion would arise due to an obscure definition, then after awhile the Marx name will be forgotten.

Notice that these two historical figures were very passionate about their beliefs. Unlike much of the general population, they weren’t on the fence concerning the issues that were most important.

In our strides to not only become better leaders but better people, we have to know who we are. We have to know what our definition is and whether or not people can clearly perceive our meaning.

Once this is established, people will began to understand you and if they have a similar belief system, they will ultimately follow you in efforts to support your initiatives.

The easiest way to find your positioning statement is by breaking down completely who you are and what you believe. Everything that you represent should flow in chemistry with that basic foundation.

After this process, you should be able to answer the most important questions about yourself. Like what religion you believe in, what industry you should be working in, what political party you’re aligned with.

More important than the what is the why. Are you a Christian? Why? Are you a scientist? Why? Are you liberal in your political views? Why? These types of questions need to be answered in order for a definition to be attached to your name.

Remember, the key to an effective positioning statement is its ability to set you apart from other people. If you can accomplish this using the fewest number of words possible, you’re on the fast track to defining yourself.

Can you describe who you are in just one sentence? Defining who you are is the first step in becoming the leader that people will follow.

If you have any questions or comments feel free to share them with me. arolling@radio-one.com