1. Our clients express this as their chief concern. While Security Constructs, LLC does not pretend to be marketing experts, we are aware of the importance of product positioning and differentiation. We understand that positioning is all about finding space in the customer’s mind that you can own. Positioning allows the customer to remember your brand and make connections based upon your unique position. We believe that the best approach in our supersaturated society is the oversimplified message, to sharpen that message so that it cuts into their minds, and to focus on the prospect you are selling to, and not the product you are selling.
2. Marketing is basically about building a strong Positioning-Differentiation-Brand (PDB) triangle, and the PDB is all about Integrity, Identity, and Image.

B.  Product visibility

1. Product visibility is a function of persistence, precision and repetition. Your message needs to be heard repeatedly to rise above the background noise of daily business. There is a dire need today for converting visibility into business value.
2. Our clients are looking for the followings traits of product visibility:

1. Specificity: What is the product exactly in the prospective customers mind?
2. Integrity: With our prospective clients does our product perform as promised? As a security product, is it in itself secure?
3. Authenticity: Does the product meet our prospective client's myriad needs (business, security, regulatory…)?
    

1. When evaluating the role of your product in a large organization, you must begin by assessing your prospect's current and projected security requirements. Some of the basic requirements include:

1. Organizational structure: Consider the security requirements for headquarters, branches, and remote offices.  Also, consider their needs locally, nationally, and globally.
2. Network bandwidth, application and usage requirements for both internal and remote workers.
3. Information assets-Intellectual property, its function within the prospective client and its physical location.
4. Vertical industry requirements: Some security needs are dependant upon the industry vertical. For example, financial institutions, pharmaceuticals, high technology...    
5. Government regulation: Organizations must be in compliance with security requirements due to government regulations. FFIEC, GLBA, FERPA, HIPAA are just a few.