Use a Positioning Map to Differentiate Your Brand
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Even if you’ve been in business for a while, it’s never too late to start a positioning map. There are so many to choose from, that you’re probably overwhelmed by the entire process. This is no time to be overwhelmed or to be afraid of what you might find out. A positioning map is a great tool that will help you not only set yourself apart from the competition, but it will help you get closer to your target or ideal customer.
The first step in getting to a positioning map that’s useful to you is to start with what’s important to your customer. You’ll want to create a list of attributes that are specific enough so that you can actually “do something” with them. For example asking your customer “How important is it that your car has an engine” is not as good as “How important is it that your car has a V6 engine?”
The next step is to have your customers rate how well you perform against those same attributes. And finally, have them rate how well their other alternatives perform against those same attributes.
You’ll get a chart that looks something like this:
It’s not hard to put a survey like this together. QuestionPro actually has a question type called “side-by-side matrix” that will easily put this together and the report feature creates an easy to use chart that you can cut and paste right into your presentation or report.
Another great way to use this is to benchmark yourself against other alternatives. You can actually see where competitors are lagging behind against what’s important to your ideal customer. This is a great opportunity to make some adjustments to your offering, promote them and get new customers.
How have you used a positioning map to tweak your offer?
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