As we already dived into brand positioning basics in the previous post, let's make this one super simple and quick.

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In a more advanced way of brand positioning, we draw some maps in our audience's minds. These maps are basically the crossing of x- and y-axis with labels on the edges, which make everything easier to understand what kind of a brand we have, and what the other brands in the market lay down.

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Let's jump in.

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1. Positioning based on the target audience

What is the dominant gender among the customers, and what's their age mostly?

On the x-axis, find your audience's age group; on the y-axis, find your audience's dominant gender.

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2. Positioning based on the price point

How do you position your product or service in means of pricing policy and the perceived value?

On the x-axis, find whether your product/service is perceived as expensive, affordable or cheap.

On the y-axis, find whether it is a luxury item (i.e. gain when they have but nothing when they don't), or a necessity (i.e. default to have, but pain when they don't)

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3. Positioning based on communication

How would you like to be perceived in means of your visual and cognitive communication?

On the x-axis, find out whether your brand is subtle (calm, cool, not pushy) or loud (being everywhere, having colorful bold messages, etc.) in its dialogues with the audience.

On the y-axis, find out if it's distant (much more respectful, colder relationship) or it's intimate with the audience.

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4. Positioning based on the market stance

Where do they perceive your brand when they compare you with the big, corporate organizations?

On the x-axis, find the area that matches the most for your brand between traditional and contemporary/modernist edges.

On the y-axis, find the area if your brand looks/feels corporate and serious, or it is more like a playful friend to your audience.

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5. Positioning based on decision-making

When they think about your brand, how much rigidity or fluidity do they see?

On the x-axis, find out your area between being mainstream (i.e. that improves the one exists) and being avant-garde (i.e. radically different, highly innovative, creates a new approach).

On the y-axis, find out if they see you as a strong, bold and assertive brand with its decisions, or as gentler.

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6. Positioning based on the service process / accessibility

How easy do they think they can reach to your product or service? How thorough is it to use and implement in their lives?

On the x-axis, find out if your brand is accessible for all (i.e. you don't expect to do a deep segmentation) or it is exclusive for some (i.e. not everyone can buy it, it's just for a special group of people).

On the y-axis, find out if the process to find it and use/implement it is easy (straightforward) or detailed (thorough).

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7. Positioning based on the end-product

Seeing what they can get from you as a product, do they feel like it's just crafted for them, or is it just the same as other customers'?

On the x-axis, find out if your brand gives a digital/hi-tech solution or a very natural one.

On the y-axis, find out if it's a result of the mass production, or is handcrafted (tailor-made) for each customer.

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After completing this exercise for your brand and your competitors, you will have the super power to see just like your target audience.

It is wearing THEIR GLASSES.

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Building and designing a brand is not an easy and quick task, but it consists of numerous exercises and actions to take.

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Let me know if you feel that your brand needs an expert help about how to find its position in the market.

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Long live successful brands! 🥂

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Imagery:

Edu Carvalho, Pexels.com

Say Straight, Pexels.com

Moose Photos, Pexels.com

Pixabay, Pexels.com

Tolga Aslantürk, Pexels.com

James Wheeler, Pexels.com