How to Position your Brand & Eliminate the Competition

Brand positioning is a great exercise to shape your brand and identity by revealing your brands differentiation, key opportunities and route to market. To do so you establish two core purchasing points for your customers and place them on an axis as polar opposites to emulate the marketplace. Then plot your brand and existing brands within the axis to show your position in the marketplace with reference to other brands.

Why use brand positioning?

Brand positioning:

  • Highlights key differences between your brand and the competition, revealing what type of business you really are and how dissimilar you really are, even if working in the same space.
  • Reveals who your customers are, what they care about and what your brand messaging should consist of.
  • Allows you to create your own space and customer base in the marketplace. 
  • Helps you to develop a unique brand, identity and messaging system. 
  • Should give your customers a specific reason for choosing you over any perceived competition.

How to position your brand?

To position your brand you need to carry out 7 steps.  To illustrate purposes lets use a lifecoach business as an example.

Step 1. Study your industry/sector

Create a list of competing products and services closely related to yours.  This includes perceived competitors. eg.

  • A+ Life Coaching
  • Be Good Coaching
  • Core Personal Development
  • Davids Career Coaching
  • Ebony Construction Coaching
  • (My Brand) Fionas Construction Coaching

Step 2. Create Segments

Split the list into segments that share common points. eg.

Life Coaches
A+ Life Coaching
Be Good Coaching
Core Personal Coaching
Career Coaches
Core Personal Development
Davids Career Coaching
Ebony Constuction Coaching
Fionas Construction Coaching
Construction Industry Career Coaches
Ebony Construction Coaching
Fionas Construction Coaching
Davids Personal Development
Female Focussed Coaches
A+ Life Coaching
Be Good Coaching
Fionas Coaching
Local Coaches
Fionas Coaching
Core Personal Development
A+ Life Coaching
Experienced Coaches
Fionas Coaching
Davids Personal Development
A+ Life Coaching

Step 3.  Prioritise Segments

Choose 4-6 segments that are important to your ideal customer. For this example we’ll use Locality, Niche & Gender.

Step 4. Plot segments on an axis as opposites

Step 5. Plot your competitors on the chart

Step 6. Plot yourself on the chart

If done correctly you should have found your brands plot either:

  • In a space of its own showing your brand’s true differentiation and market position
  • Sitting in a crowded environment. 

If it sits in a crowded marketplace then you get two more options.

  • Repeat steps 1-6 but focus on a smaller niche within your sector to discover your differentiation or;
  • Look at ways to differentiate your brand from closely located competitors to create your own space in the marketplace.  This could lead to innovation, R & D, a complete revamp or rebrand.

Once that’s done, move onto step 7.

Step 7. Marketing Communication

After revealing your brands position you’ll be left with a clear visual idea about how you differ, who you should be marketing to and how including core messaging ideas. 

New USPs:

  • Female Focussed Coach
  • Specialist in Construction Industry
  • Your local coach in Knoxville

Messaging:
The only Knoxville based career coach for female professionals working in the construction industry

Your next step is to design brand communication focused on each target segment.  This becomes your route to market and you’ll have strong and specific messaging to delivery to potential customers who actually want what you’re offering.

Target audiences:

  • Knoxville/Local area/Surrounding counties
  • Female professionals
  • Construction Industry OR
  • Female professionals working in the construction industry in Knoxville and its surrounding areas.

Brand positioning is the most visual and logical brand tool and pushes you to do some much-needed research into your industry, sector and target audiences, something which most businesses fail to do.  As a result, they struggle to startup, compete, and try to target all audiences rather than identifying and targeting a core audience who’d have real interest in your brand/product.

The end goal of brand positioning.

You’d have no need to compete because there should be no competition when you differentiate enough and communicate your core difference to relevant targeted audiences.

Why challenge the competition and fight for the same space and the same customers when you can create your own, in turn creating your own stronger brand and identity.

Try positioning your brand yourself or get in touch and we can do it together.



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