Positioning early stage products vs positioning existing products
If you Google for “positioning“, you will likely stumble upon the following definition: “The place that a brand occupies in the minds of the customers and how it is distinguished from the products of the competitors.“
Furthermore, you might find that positioning is very often related to advertising. If that is so, then the positioning must come after the product has been developed and serve as a guide for how to advertise the product to our customers. Because, after all, we can’t go back and just change the product we have built - that costs money and time. We must work with what we have.
And that is exactly the difference between positioning an existing, completed product and positioning an early stage, not-yet-finalised product. When you are still at the concept stage of development, you have the full control of where will your product and brand land in the minds of the customers and how will it be better than the competitors. It is not an aftermath, it’s aiming.
The earlier you start aiming, the higher the chance of hitting the target.