Positioning strategy

Positioning Strategy

A positioning strategy is the process of working out your competitive business advantage to take to market. It’s an essential aspect of your marketing plan to ensure your customers perceive your brand in the same way you want them to.

In order to work out where you should be positioned in the market, your business needs to determine what makes you different from your competitors. Whether it’s pricing, product attributes, benefits or the quality and delivery of service, it’s essential to pinpoint your brand’s unique quality.

An effective positioning strategy ensures you create the perception you want your brand to portray. For example, how do car brands position themselves? It could be through price, luxury, safety, style or technology. Volvo is positioned as the family automobile that offers maximum safety.

With your positioning strategy, you not only set your business apart, but you establish your place at the forefront of customer’s minds. It’s crucial to have a clear positioning strategy before you begin marketing your brand.

Talk to us about your positioning strategy

Resources

Brand naming
Brand identity
Brand strategy
Brand positioning
Positioning strategy
Brand marketing
Brand management

Is your positioning strategy working?

You know where your brand sits in the market and you have clarity and conviction in your positioning strategy.

You’ve identified what makes your brand truly unique and are actively marketing and communicating using your strengths to set you apart from your competitors. Your targeted use of the positioning strategy informs and supports your marketing strategy and messaging around the needs of your customers.

You’ve have a positioning strategy but it’s very general and not unique to your business. The brand messaging doesn’t set you apart from your competitors.

You would like to establish a unique position in the market where customers recognise your brand and what it stands for, rather than constantly being compared to others.

It’s difficult to differentiate your brand from your competitors. The customer can view your products or services but they don’t really understand who should buy them and why.

None of your strengths are highlighted and you’re unsure how to go about positioning your business to drive your marketing strategy.

Optimise your positioning strategy

Look at your target audience and consumers to segment the market. Then research your current position with a SWOT analysis and compare this information to your competitors to understand and define your value proposition.

You’ll then know how to give your positioning strategy more value and increased visibility.

Promote and define your positioning by incorporating search engine optimisation and search engine marketing into your strategy.

SEM Marketing, such as Google Ads can offer almost immediate results while SEO improves the ranking of your keywords in Google and offers medium and long-term results for your positioning strategy.

You cannot improve if you do not measure. Your positioning strategy needs to be regularly reviewed and monitored against your competitors.

Always check to understand where your competitors are positioned and whether they’ve changed their strategy. The market is never static and businesses need to continually review their positioning.