Millions of businesses are out there, but only a small number are successful. When speaking about them, we use the term brand. Those brands present a solid symbiosis in which all processes go flawless. The entire internal, external and philosophical business structure spreads the brand message very clear. The customer relations with these businesses are strong. And the whole business behaviour is solidified by its values system. It is not only because those businesses know their customers and understand what they need but also because they position themselves as problem solvers. Holding that position makes them a leading part of the community. They create a sense of trust and, by keeping it develop loyalty.
What is Positioning?
Positioning is a longly discussed topic. It is not limited by physical place or building but by what association brings. For businesses, the positioning takes place in the customer's minds. In other words, how the customer sees the company - is it trusty? Expensive? Speedy or slow services? In what category or class their product makes me feel I belong? When we start positioning our business, those and many more questions come to mind. Religio leaders and politicians use it to present stability of something substantial to rely on. They will stick to a particular group of people serving their interests, who will be their core followers. In that sense, the message is apparent and straightforward even if, in some way sounds offensive and cost disagreement with other political or voter groups. But by holding that position, they demonstrate loyalty to their core followers. The more significant confrontations their point makes on one side, an enormous trust provokes on the other. People follow leaders who are not afraid to get into conflicts when serving their interests. Those who fight for your rights will always be your first choice.
How to position your business?
Perceptual map
One of the ways to find your business position is by using perceptual mapping. In its most simple way, the perception map is a coordinate created by drawing two crossed lines forming four fields. We can rate it from left low to right high, and down low up high. To distinguish the role of the coordinates, we can set a different value for each. For example, let's call the horizontal line - quality. That way, we will have low quality on the left and high quality on the right And let's name the vertical line - price. So we will have a low price at the bottom and a high price at the top. Once it is drawn, we can start mapping it by placing the competitors in the relevant places and where your business stands concerning them (Please check the perceptual map illustration).
To make this exercise a bit easier, here are some factors that can be used when rating the coordinates of the positioning map and overall strategy.Money, Convenience, Ability, Function and characteristics, Customer services, Diversity, Quality, Value, Reliability, Security, Productivity, Demography, Adjustment, Sensitivity, Usability, Authenticity, Customer experience, Peak experience, Benefits, Reputation, Heritage, Knowledge, Status, Culture, Lifestyle
Pyramid of Positioning
To select the correct values for your perceptual map, you can use a Positioning Pyramid to define them. This pyramid is divided into four units, each symbolising a specific matter of importance. We can segment the specific needs similar to Maslow's 'hierarchy of needs pyramid. Thus, particular needs can be addressed while advertising, depending on the segment. The sections can be rearranged, included or excluded for any specific business.
Of course, brand positioning goes far beyond where you stand regarding your competitors or which benefits your business has more and which are less. It can go equally crucial in the business's internal-external and ideological structure. Here are some examples:
What is the business's position regarding its employees? What role do they have? Are they loyal followers? Where do they stay in the possible conflict of interest? Does the business protect any group of people? Does that mean it goes against any other? Is the brand ecological? Which part of the ecosystem does it cover? Does the business stand for specific human values? Does that come by a stand against something?
Some companies find a solution to positioning by making it very simple. They explain all - internal, external and ideological positioning by using a few simple words to define it. That can cover any physical or inner system the brand presents. It shows how the brand interacts, behaves, appears, and of course, to whom. One of the best examples is the Ferrari brand. Their brand positioning is defined as - the embodiment of luxury.
Ferrari uses selective targeting. The company doesn't want everyone to own the brand, so it does a background check, and its target customers are famous personalities and celebrities globally.
As a unique selling position, Ferrari uses the word - exclusivity. But it's not just the artificial exclusivity that Ferrari creates by restricting production. There's something else that makes Ferrari unique among luxury brands and carmakers alike. The company's choice of ticker symbol – RACE – offers a good clue as to what it is.
Positioning your business can help define your audience and message, but it also works the other way around. Knowing your offer and finding who needs it might be easier to determine your position. Once this position is established will give more certainty and stability to your business and those who follow you. By presenting yourself with the authority of a problem solver to this specific group, your business will benefit from their loyalty. But remember, commitment is hard to gain and easy to lose. Consistently deliver what your promise and serve your customer's needs truthfully.
Stay true to your Brand and follow its heart
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