Developing a market Positioning strategy begins with identifying the unique attributes and value that your brand brings to the market. What makes your brand distinct? How do your products and services uniquely serve customer needs, and why would customers be attracted to them? Answering these questions will help you define your brand’s market position and target customer segments. From there, evaluate how your brand’s current position differs from its desired position and clarify what must change in order to hone and solidify your brand identity. A clear market position goes hand-in-hand with a strong brand identity, which strengthens the connection between the brand and the customer.
Using a 2×2 Positioning map is a helpful tool for locating where your products and services fall on a set of two given variables (i.e. price and quality). A positioning map can be used to identify how your products and services are aligned or differ based on the given criteria, or it can illustrate how they compare to your competitors’ products and services. This helps marketers decide on a market position for a particular product, service, or brand.