Why This Was Created:

You have to be giving your customers what THEY are after. We often try to give our customers what we think they want, but it may not be exactly what they are after. Working out the ideal brand positioning you want to have in your customers’ minds is the first step in creating a strategy that will help get you there. And without a clear vision of where you want to be going, having a clear strategy to get there may not be very valuable.

How It Works:

This tool allows you to pick specific factors that are important in the mind of your clients, and then evaluate and map out your brand across these factors. This can help you decide where you currently are now, and where you want to end up in the mind of your consumers. It also allows you to evaluate and map out the positioning of your closest competitors, so that you can find a gap in the market that is not being satisfied sufficiently.

How I Use It:

When I was offering Excel training courses, I wanted to be the most entertaining and enjoyable provider of lessons because this is what I like when I am learning. My ideal customers, however, preferred things such as speed of the lessons and learning things efficiently to fit into their busy schedules. This tool helped me decide to rebrand from being a fun way to learn, to being a quick way to learn, which meant a lot more to my target consumers.

Quotes:

“Positioning is finding the right parking space inside the consumer’s mind and going for it before someone else takes it.” – Tamara McCleary

“A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another.” – Jeff Bezos