The Power of Marketing Positioning

Making Your Brand Unforgettable

Marketing positioning is at the heartbeat of a successful marketing strategy. Positioning is the final stage of the “STP Marketing Process” which we covered in Episode 7 of the Marketing Made Clear Podcast. Successful Targeting relies on an understanding of your customers, defining your unique selling point (USP), crafting a compelling unique value proposition (UVP), and communicating your message effectively. It’s the process that determines what your business wants to be known and remembered for in a potentially crowded marketplace.

In this article, we’ll delve into the intricacies of marketing positioning, breaking it down into actionable steps, exploring the Seven Ps, and unpacking the strategic elements that make positioning not just effective but indispensable for long-term success.

The Marketing Made Clear Podcast

This article features content from the Marketing Made Clear podcast. You can listen along to this episode on Spotify:

What is Marketing Positioning?

At its simplest, marketing positioning answers the question: Where does your brand sit in the mind of your target customer?

Think about how brands like Apple, IKEA, or Tesla evoke immediate associations; innovation, affordability, and sustainability respectively. This is positioning in action. It’s about creating a perception in the marketplace that aligns with your brand’s values, products, and goals.

However, positioning isn’t always straightforward.

While some brands can cater to multiple segments simultaneously, others must make tough decisions to maintain authenticity. For instance, trying to position a brand as both ultra-premium for affluent customers and ultra-affordable for budget-conscious ones can dilute the message and confuse potential buyers.

The Role of Differentiation in Positioning

Positioning hinges on differentiation.

Your brand needs to offer something unique, a reason for customers to choose you over competitors. This unique quality should connect with your customers’ needs and desires, offering a tangible benefit that your competitors can’t replicate.

To stand out, focus on your Unique Selling Point (USP) and Unique Value Proposition (UVP). While your USP is about what makes your product or service unique, your UVP is the clear statement of the value your offering brings to your customers.

Competitive Advantage

Achieving competitive advantage is the crux of effective positioning. This involves identifying what your customers value most and aligning those values with your strengths.

Ask yourself:

  • What do we offer that our competitors don’t?
  • How do our strengths match customer needs?

A well-crafted competitive advantage will resonate with your target audience and drive their decision-making process.

The Seven Ps: A Framework for Strategic Positioning

Every marketing effort requires careful planning, and the Seven Ps provide a framework that can act as a starting point to ensure all bases are covered. Don’t just rely on these though, I have discussed some potential shortcomings of the Seven Ps in past articles.

These are:

  1. Product – What are you offering, and how does it meet your customers’ needs?
  2. Price – Is your pricing strategy aligned with your positioning? Premium brands demand premium pricing, while affordable brands focus on value.
  3. Place – Where and how is your product available? Convenience can be a significant differentiator.
  4. Promotion – How do you communicate your value proposition to your audience?
  5. People – Who represents your brand, and how do they interact with customers?
  6. Process – What systems and workflows are in place to deliver your product or service?
  7. Physical Evidence – What tangible cues reinforce your brand? Packaging, website design, and even customer reviews all matter.

Each “P” should align with your positioning strategy to create a cohesive and compelling brand experience.

Prioritisation: The Key to Effective Campaigns

In marketing, prioritisation isn’t just helpful, it’s essential. You can’t effectively communicate every aspect of your brand at once, and overloading customers with information risks losing their attention altogether.

Once you start to match USPs and UPVs to segments, you have to start making some tough decisions… Consider a scenario where three customer segments value the same product features but in a different order of importance. If you can’t afford to create three separate campaigns, or it doesn’t make sense in terms of ROI. You have to prioritise your most important segment, focusing on their perceived benefits and roll the campaign out to all segments based on this.

It sounds sounds simple enough, but this approach maximises impact for your top segment, whilst ensuring efficiency. To get this right requires meticulous planning and data-driven insights – you need to know your segments.

Positioning Maps

One effective tool for prioritisation is a positioning map. By plotting competitors and your brand on a matrix (e.g., price vs. quality), you can visually identify opportunities to stand out. Positioning maps are especially useful for ensuring your brand occupies a distinct and desirable space in the market.

Here’s an example of a positioning map for some UK brands:

The Seven Criteria for Choosing a Competitive Advantage

Not all differences are created equal. When deciding which aspects of your product or service to highlight, consider these seven criteria:

  1. Important – Does it deliver a highly valued benefit to your target audience?
  2. Distinctive – Can you offer this benefit in a way that competitors cannot?
  3. Superior – Is it a better solution than what’s currently available?
  4. Communicable – Can you clearly and effectively convey this difference to your audience?
  5. Pre-emptive – Is it difficult for competitors to copy or replicate?
  6. Affordable – Can your customers afford to pay for this difference?
  7. Profitable – Can your business offer this benefit sustainably and profitably?

If your chosen differentiation checks all these boxes, you’re well on your way to establishing a strong market position.

Creativity in Positioning

Positioning isn’t just about facts and figures; creativity plays a vital role. How you communicate your message can be the difference between a campaign that resonates and one that falls flat. Consider creative ways to highlight your USP and UVP across different touch-points, from your website to social media campaigns.

For instance, using humour or a memorable analogy (like the infamous “sniper on a rooftop behind the donut sign” example) can make complex ideas more relatable and engaging. These creative touches help your message stick in the minds of your audience.

Practical Steps to Position Your Brand

Here’s a step-by-step guide to effective positioning:

  1. Understand Your Audience
    Conduct thorough research to understand the needs, preferences, and pain points of your target market.
  2. Analyse Competitors
    Study your competitors to identify gaps in the market that your brand can fill.
  3. Define Your USP and UVP
    Be clear about what sets you apart and the value you bring to your customers.
  4. Choose Your Target Market
    Focus your efforts on the segments most likely to benefit from and appreciate your offering.
  5. Craft Your Message
    Develop a compelling narrative that communicates your USP and UVP clearly and consistently.
  6. Consider the Seven Ps
    Align your marketing mix with your positioning strategy to create a seamless brand experience.
  7. Test and Adjust
    Use tools like A/B testing and customer feedback to refine your strategy and ensure it resonates with your audience.

Final Thoughts

Marketing positioning is both an art and a science. It requires a deep understanding of your audience, strategic planning, and a touch of creativity. By focusing on differentiation, prioritisation, and the Seven Ps, you can carve out a unique space in the market and build a brand that customers trust and remember.

Remember, positioning isn’t a one-time task. It’s an ongoing process that evolves with your business, your audience, and the competitive landscape. Stay agile, stay focused, and your brand will reap the rewards of a strong, well-defined position.

Positioning is where marketing strategy meets execution. Are you ready to make your mark? Let’s start the conversation. Share your thoughts in the comments below or tune into the next Marketing Made Clear podcast episode for more insights.