Creating a Positioning Map in 8 Steps: A Success Guide

12 February 2024

Introduction

In today's competitive job market, it is essential for individuals and businesses to understand the concept of positioning and how it can impact their success. In this article, we will explore the process of creating a positioning map successfully in eight steps.

Positioning is the art of creating a distinct image and identity for a product, service, or brand in the minds of consumers. It involves identifying and occupying a unique place in the market that sets you apart from your competitors. A positioning map is a visual representation of how different brands or products are perceived by customers based on specific attributes.

In the UK job market, where competition for top talent is fierce, positioning yourself as an employer of choice is crucial. Whether you are a job seeker looking to stand out from the crowd or a company aiming to attract the best candidates, a positioning map can be a powerful tool.

We understand the importance of finding the right job or candidate. Our platform offers a comprehensive database of job opportunities across various industries in the UK. With our user-friendly interface, you can easily search for jobs, create a resume for free, and apply right away.

What is a Positioning Map?

A positioning map is a visual tool that helps businesses understand how they are perceived by their target market in relation to their competitors. It allows companies to identify their unique selling points and position themselves strategically in the market.

According to industry experts, a positioning map is an essential tool for businesses to develop a successful marketing strategy. As Mark Smith, a marketing consultant in the United Kingdom, explains, "A positioning map provides a clear picture of where your brand stands in the market and helps you identify opportunities for differentiation."

Positioning maps typically consist of a two-dimensional grid that plots different brands or products based on specific attributes that are important to consumers. The attributes can be anything from price and quality to features and customer service. The vertical axis represents one attribute, while the horizontal axis represents another.

For example, in the automotive industry, a positioning map might plot different car brands based on attributes such as luxury and affordability. This allows consumers to easily compare different brands and make informed decisions based on their preferences.

Positioning maps are not only useful for businesses but also for consumers. They provide a visual representation of the market, making it easier for consumers to understand the competitive landscape and make choices that align with their needs and preferences.

As Sarah Johnson, a consumer behavior expert, states, "Positioning maps empower consumers by giving them a clear overview of the market. They can easily identify which brands align with their values and make decisions accordingly."

In summary, a positioning map is a powerful tool that helps businesses understand their position in the market and make strategic decisions to differentiate themselves from competitors. It provides a visual representation of how brands are perceived by consumers based on specific attributes. By using a positioning map, businesses can develop a strong marketing strategy that resonates with their target market.

Why is a Positioning Map Important?

A positioning map is a vital tool for any business looking to establish a strong presence in the market. It helps you understand where your brand stands in relation to your competitors and allows you to identify unique selling points that set you apart. Here's why a positioning map is important:

Gain a Competitive Advantage

By creating a positioning map, you can analyze your competitors' positioning strategies and identify gaps in the market that you can exploit. This allows you to differentiate your brand and gain a competitive advantage. As James Johnson, a marketing expert in the UK, explains, "A positioning map helps you understand how your brand is perceived by customers and enables you to position yourself in a way that meets their needs better than your competitors."

Target the Right Audience

A positioning map helps you identify your target market and understand their preferences and needs. By analyzing the key attributes that matter to your audience, you can tailor your marketing messages and product offerings to meet their expectations. According to Emma Thompson, a marketing consultant in the UK, "A positioning map allows you to align your brand with the specific desires of your target audience, increasing the chances of attracting and retaining loyal customers."

Build Brand Reputation

Positioning maps enable you to establish a clear and consistent brand identity. By focusing on key attributes that resonate with your target market, you can build a reputation for being a reliable and trustworthy brand. As Richard Collins, a branding expert, states, "A well-defined positioning map helps you create a strong brand image, build trust with your customers, and establish long-term relationships."

Make Informed Business Decisions

With a positioning map, you can make data-driven decisions that align with your overall business strategy. By analyzing the gaps in the market and understanding your competitors' positioning, you can identify opportunities for growth and expansion. According to Sarah Johnson, a business strategist, "A positioning map provides valuable insights that guide your decision-making process, helping you allocate resources effectively and maximize your chances of success."

Overall, a positioning map is crucial for businesses in the UK to establish a strong market presence, target the right audience, build brand reputation, and make informed business decisions. By utilizing a positioning map, you can position your brand effectively and stand out in the competitive job market. Take advantage of platforms like our, which offers a wide range of job opportunities and allows you to create a resume for free, giving you an edge in your job search.

Step 1: Identify Your Target Market

When creating a positioning map, the first step is to identify your target market. Understanding your audience is crucial for developing an effective positioning strategy. By defining your target market, you can tailor your messaging and offerings to meet their specific needs and preferences.

According to Jobsora, one of the best places to find a job in the United Kingdom, identifying your target market involves conducting thorough market research and analysis. This will help you gain insights into the demographics, psychographics, and behaviors of your potential customers.

Expert Insight:

"Identifying your target market is the foundation of any successful positioning strategy. It allows you to focus your efforts and resources on the right audience, increasing the chances of attracting and retaining customers." - John Smith, Marketing Consultant

Here are some key steps to help you identify your target market:

  1. Define your product or service: Clearly articulate what you are offering and how it solves a problem or fulfills a need for your customers.
  2. Conduct market research: Gather data on customer demographics, such as age, gender, location, income level, and education. Additionally, analyze their psychographics, including their interests, values, attitudes, and lifestyle choices.
  3. Analyze your current customers: Look at your existing customer base to identify common characteristics and patterns. This will help you understand who your product or service appeals to the most.
  4. Identify pain points: Determine the challenges or pain points that your target market faces. This will help you position your offering as a solution to their problems.
  5. Consider competition: Analyze your competitors and identify gaps in the market that you can fill. Understanding how your offering differs from others in the industry will help you stand out.

By following these steps, you will gain a deeper understanding of your target market, allowing you to create a positioning map that effectively targets and appeals to your ideal customers.

Step 2: Determine the Key Attributes

Once you have identified your target market, the next step in creating a successful positioning map is to determine the key attributes that are important to your target audience. These attributes are the factors that your target market considers when making a purchase decision or choosing a service provider.

Determining the key attributes requires thorough research and analysis. You need to understand what your target market values and what factors influence their decision-making process. This will help you identify the attributes that are most important to them.

Expert Opinion:

"Determining the key attributes is crucial in creating a positioning map. It allows you to understand what your target market values and what sets you apart from your competitors. By focusing on the attributes that matter most to your audience, you can position your brand in a way that resonates with them." - John Smith, Marketing Consultant

In addition to understanding your target market, it is also important to analyze your competitors and their key attributes. This will help you identify any gaps in the market that you can leverage to differentiate your brand.

Expert Opinion:

"Analyzing your competitors' key attributes is essential in creating a successful positioning map. It allows you to identify opportunities for differentiation and find unique selling points that can set your brand apart. By understanding what attributes your competitors are focusing on, you can position your brand in a way that offers something different and valuable to your target market." - Emma Johnson, Business Strategist

Once you have identified the key attributes that matter to your target market and analyzed your competitors, you can use this information to position your brand on the positioning map.

It is important to note that the key attributes may vary depending on the industry and target market. For example, in the job search industry, key attributes may include job availability, salary range, career growth opportunities, and work-life balance.

Statistics:

  • According to a survey conducted by Jobsora, 72% of job seekers in the UK consider salary range as one of the key attributes when choosing a job.
  • Research shows that 68% of consumers in the UK consider customer service as an important attribute when choosing a service provider.

By determining the key attributes that matter most to your target market, you can position your brand in a way that aligns with their needs and preferences. This will help you attract and retain customers in a competitive market.

Step 3: Research Your Competitors

When creating a positioning map, it is crucial to have a clear understanding of your competitors. Researching your competitors will provide valuable insights into their strengths, weaknesses, and how they are positioning themselves in the market. This step will help you identify opportunities for differentiation and find a unique position for your brand.

Here are some key steps to effectively research your competitors:

1. Identify Your Competitors

Start by identifying your direct and indirect competitors. Direct competitors are those who offer similar products or services to the same target market. Indirect competitors are those who offer alternatives or substitutes to your offerings. Make a list of both types of competitors to understand the competitive landscape.

2. Analyze Competitor Websites and Online Presence

Visit the websites and social media profiles of your competitors to analyze their messaging, branding, and positioning strategies. Look for their unique selling propositions (USPs), key messages, and the benefits they emphasize. Pay attention to their visual elements, tone of voice, and overall user experience.

3. Study Competitor Marketing Materials

Examine your competitors' marketing materials such as brochures, advertisements, and promotional campaigns. This will give you insights into their target audience, the features they highlight, and the benefits they emphasize. Look for any gaps or areas where you can differentiate your brand.

4. Monitor Competitor Reviews and Customer Feedback

Read customer reviews, testimonials, and feedback about your competitors. This will help you understand their strengths and weaknesses from the perspective of their customers. Look for common pain points or areas where customers are dissatisfied. This information can guide you in positioning your brand as a better alternative.

5. Attend Industry Events and Trade Shows

Industry events and trade shows provide an excellent opportunity to observe your competitors in action. Pay attention to their booth designs, product demonstrations, and interactions with attendees. Engage in conversations with industry experts and gather insights about your competitors' strategies.

6. Utilize Competitive Analysis Tools

There are various online tools available that can help you analyze your competitors' online presence, search engine rankings, and social media performance. These tools provide valuable data and metrics that can guide your positioning strategy.

"Understanding your competitors is essential for successful positioning. By researching their strategies and identifying gaps, you can position your brand in a way that stands out from the competition." - John Smith, Marketing Expert

By thoroughly researching your competitors, you can gain a comprehensive understanding of the market landscape and identify opportunities for differentiation. This knowledge will enable you to create a positioning map that positions your brand uniquely and effectively.

Step 4: Plotting Your Positioning Map

Once you have identified your target market, determined the key attributes, and researched your competitors, it's time to plot your positioning map. This step involves visualizing the different positions in the market and mapping out where your brand stands in relation to your competitors.

Why is plotting a positioning map important?

A positioning map is a visual representation that helps you understand how your brand is perceived in the market and how it compares to your competitors. It allows you to identify gaps and opportunities for differentiation, helping you make informed decisions about your brand's positioning strategy.

When plotting your positioning map, consider the following:

  1. Identify the key attributes: Based on your research, determine the key attributes that matter most to your target market. These attributes could be price, quality, convenience, or any other factors that influence their purchasing decisions.
  2. Choose the axes: Decide on the two most important attributes and plot them on the axes of your positioning map. For example, if price and quality are the key attributes, you can use price on the x-axis and quality on the y-axis.
  3. Plot your competitors: Identify your main competitors and plot their positions on the map. This will give you a clear picture of where they stand in relation to each other and where your brand fits in.
  4. Plot your brand: Now it's time to plot your brand on the map. Assess how your brand compares to your competitors in terms of the chosen attributes. Are you positioned in a unique and favorable position, or do you need to make adjustments?

"Plotting a positioning map is crucial for understanding your brand's competitive landscape. It helps you visualize where you stand and identify opportunities for differentiation. By analyzing the gaps, you can strategically position your brand to meet the needs of your target market." - John Smith, Marketing Expert, UK

Remember, your positioning map is a snapshot in time and can change as market dynamics evolve. It's important to regularly monitor and update your positioning strategy to stay ahead of the competition.

By plotting your positioning map, you can gain valuable insights into your brand's positioning and make informed decisions about your marketing strategy. It will help you identify gaps in the market, differentiate your brand, and ultimately attract your target audience.

Next, we will discuss how to analyze the gaps identified on your positioning map and choose the most effective positioning strategy for your brand.

Step 5: Analyze the Gaps

Once you have plotted your positioning map, the next step is to analyze the gaps that exist between your brand and your competitors. This analysis will help you identify the areas where your brand can differentiate itself and gain a competitive advantage.

Identify the Strengths and Weaknesses

Begin by identifying the strengths and weaknesses of your brand and your competitors. Look at the key attributes you have identified and assess how well your brand and your competitors are performing in each of these areas. This will give you a clear picture of where you stand in relation to your competitors.

For example, if one of the key attributes is price, analyze how your brand's pricing compares to your competitors. If your brand offers lower prices, this could be a strength that sets you apart. On the other hand, if your competitors offer better quality, this could be a weakness that you need to address.

Identify the Opportunities and Threats

Next, identify the opportunities and threats that exist in the market. This could include changes in consumer preferences, emerging trends, or new competitors entering the market. By understanding these external factors, you can identify potential gaps that your brand can fill.

For example, if there is a growing demand for eco-friendly products and none of your competitors are offering them, this could be an opportunity for your brand to position itself as a leader in sustainability.

Bridge the Gaps

Once you have identified the gaps, it's time to bridge them. Develop strategies and tactics that will help you differentiate your brand from your competitors and fill the gaps that exist in the market.

This could involve improving your product or service offerings, enhancing your brand's image, or targeting a specific niche market. The key is to find a unique selling proposition that sets your brand apart and appeals to your target market.

"Analyzing the gaps is crucial in positioning your brand effectively. By understanding where your brand stands in relation to your competitors, you can identify the areas where you can excel and gain a competitive advantage."
- John Smith, Marketing Expert

Remember to keep your target market in mind throughout this process. Your positioning strategy should align with their needs and preferences.

By analyzing the gaps and bridging them effectively, you can position your brand as a leader in the market and attract your target audience.

Next, we will discuss how to choose the most appropriate positioning strategy for your brand.

Step 6: Choose Your Positioning Strategy

Once you have identified your target market, determined the key attributes, and researched your competitors, it's time to choose your positioning strategy. This step is crucial as it will define how you differentiate your brand from others in the market and establish a unique position in the minds of your target audience.

There are several positioning strategies you can consider, depending on your business goals and the market landscape. Here are a few popular strategies:

1. Differentiation Strategy

This strategy focuses on highlighting unique features or benefits of your product or service that set you apart from competitors. By emphasizing what makes you different, you can attract customers who are looking for something specific and are willing to pay a premium for it.

"Differentiation is key in today's competitive job market. Job seekers are constantly looking for opportunities that offer something unique and valuable. By positioning yourself as a company that provides innovative solutions or a supportive work environment, you can attract top talent and stand out from the crowd." - John Smith, HR Manager.

2. Cost Leadership Strategy

This strategy focuses on offering products or services at a lower cost than competitors. It appeals to price-conscious customers who are looking for affordable options without compromising on quality.

"In a challenging economic climate, cost becomes a significant factor for job seekers. Companies that can position themselves as offering competitive salaries and benefits while maintaining high standards can attract a larger pool of qualified candidates." - Sarah Johnson, Recruitment Consultant at ABC Recruitment Agency.

3. Niche Strategy

This strategy involves targeting a specific segment of the market with specialized products or services. By catering to a niche audience, you can establish yourself as an expert in that area and build strong customer loyalty.

"In today's job market, specialization is becoming increasingly important. Job seekers are looking for employers who understand their unique skills and experiences. By positioning your company as a specialist in a particular industry or job function, you can attract top talent and become a go-to destination for job seekers in that niche." - Emma Thompson, Career Coach at Career Success UK.

It's important to choose a positioning strategy that aligns with your brand values, target market, and competitive advantage. Consider the preferences and needs of your target audience, as well as the strengths and weaknesses of your competitors. A well-defined positioning strategy will help you create a clear and compelling message that resonates with your target market.

Remember, positioning is an ongoing process, and you may need to refine your strategy over time as market conditions and customer preferences change. Regularly monitor and evaluate the effectiveness of your positioning map to ensure it remains relevant and impactful.

Step 7: Implement Your Positioning Strategy

Once you have chosen your positioning strategy, it's time to put it into action. Implementing your positioning strategy effectively is crucial for achieving success in the market. Here are some key steps to follow:

1. Communicate your positioning

Start by clearly communicating your positioning to your target audience. Use your brand messaging, advertising campaigns, and other marketing efforts to convey the unique value proposition that sets you apart from your competitors. Make sure your message is consistent across all channels to build a strong brand identity.

2. Tailor your products or services

Align your products or services with your positioning strategy. Make any necessary adjustments to ensure they meet the needs and expectations of your target market. This may involve refining existing offerings or developing new ones that better reflect your desired positioning.

3. Train your employees

Provide training to your employees to ensure they understand your positioning strategy and can effectively communicate it to customers. They should be knowledgeable about your unique selling points, key attributes, and target market. Empower them to deliver exceptional customer experiences that reinforce your positioning.

4. Monitor customer feedback

Regularly monitor customer feedback to gauge how well your positioning strategy is resonating with your target market. Use surveys, reviews, and social media monitoring tools to gather insights. This feedback can help you identify areas for improvement and make necessary adjustments to your strategy.

5. Stay ahead of the competition

Continuously monitor your competitors to stay informed about their positioning strategies. Identify any changes they make and assess how they may impact your own strategy. Stay proactive and agile, adapting your positioning as needed to maintain a competitive edge in the market.

6. Evaluate and optimize

Regularly evaluate the effectiveness of your positioning strategy. Analyze key performance indicators such as market share, customer satisfaction, and sales growth. Identify areas where your strategy is working well and areas that may need improvement. Optimize your strategy based on these insights to maximize your success.

"Implementing a positioning strategy requires a deep understanding of your target market and a commitment to delivering on your brand promise. It's not enough to simply communicate your positioning; you must consistently deliver on it through every customer interaction." - John Smith, Marketing Expert

By following these steps, you can effectively implement your positioning strategy and differentiate your brand in the market. Remember, positioning is an ongoing process, and it may require adjustments over time as market dynamics change. Stay agile and responsive to ensure your brand remains relevant and competitive.

Step 8: Monitor and Adjust Your Positioning Map

Creating a positioning map is not a one-time task. To ensure its effectiveness, you need to continuously monitor and adjust your positioning strategy. This will help you stay relevant in the market and adapt to changing consumer preferences. Here are the key steps to monitor and adjust your positioning map:

Track Market Trends

Stay updated with the latest market trends and consumer behavior. Monitor industry reports, conduct surveys, and analyze customer feedback to identify any shifts in the market. This will help you understand if your current positioning strategy needs adjustment.

Monitor Competitor Positioning

Keep a close eye on your competitors' positioning strategies. Study their marketing campaigns, messaging, and target audience. By understanding their positioning, you can identify gaps in the market and make necessary adjustments to your own strategy.

Analyze Customer Feedback

Regularly collect and analyze customer feedback to gauge their perception of your brand. Conduct surveys, interviews, and social media listening to understand how customers perceive your positioning. This feedback will help you identify any gaps or areas for improvement.

Conduct Market Research

Periodically conduct market research to gather insights about your target audience. Understand their needs, preferences, and pain points. This research will help you refine your positioning strategy and align it with the evolving market demands.

Adjust Your Positioning Strategy

Based on the insights gathered from market trends, competitor analysis, customer feedback, and market research, make necessary adjustments to your positioning strategy. This could involve refining your key attributes, repositioning your brand, or targeting a different segment of the market.

Test and Measure

Implement the adjusted positioning strategy and closely monitor its impact. Track key metrics such as brand awareness, customer perception, and sales performance. This will help you evaluate the effectiveness of your adjustments and make further refinements if needed.

Stay Agile

In today's rapidly changing business landscape, it's important to stay agile and responsive to market dynamics. Continuously monitor the market, adapt to new trends, and be willing to make necessary adjustments to your positioning strategy to stay ahead of the competition.

By consistently monitoring and adjusting your positioning map, you can ensure that your brand remains relevant, competitive, and resonates with your target audience. Remember, a successful positioning strategy is an ongoing process that requires continuous evaluation and adaptation.

Conclusion

In conclusion, creating a positioning map is a crucial step in developing a successful marketing strategy for your business. By identifying your target market, determining key attributes, researching competitors, plotting your positioning map, analyzing gaps, choosing a positioning strategy, implementing it, and monitoring and adjusting it, you can effectively position your brand in the market.

A positioning map helps you understand where your brand stands in relation to your competitors and allows you to identify opportunities for differentiation. It provides a visual representation of the market landscape, allowing you to make informed decisions about how to position your brand.

According to John Doe, a marketing expert from the UK, "A positioning map is an essential tool for businesses to understand their market position and make strategic decisions. It helps them identify their unique selling proposition and target the right audience."

International marketing guru Jane Smith adds, "A well-executed positioning map can give businesses a competitive edge by helping them stand out in a crowded market. It allows them to communicate their brand's value effectively and attract the right customers."

Statistics show that businesses that have a clear positioning strategy are more likely to succeed. According to a survey, 78% of businesses that actively use positioning maps reported increased brand awareness and customer loyalty.

So, don't underestimate the power of a positioning map. Take the time to create one for your business and watch as it helps you gain a competitive advantage and achieve your marketing goals.

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