Every business is currently occupying a position in the minds of its audience, competing with other players in the market. When we think of "positions," we often imagine familiar games where each position is held by a single player. In business, however, the reality is quite different—multiple companies are often vying for the same position. The key to success lies in recognizing that it’s far more effective to identify and occupy an open position rather than fighting over crowded ones.

In business, positioning is all about controlling how your brand is perceived and developing a strategy to reinforce the unique position you claim. This article aims to provide you with insights on how to effectively position your brand for success.

Understand your audience

Before choosing any position, it’s essential to first understand the context and time in which we exist. Different businesses target distinct audiences, each with their own unique mindset. What resonates with one group may be irrelevant to another. The first step in positioning is identifying the possible options, which begins with understanding what matters to our audience. This requires considering not only their needs and values but also the cultural lens through which they view the world, shaped by the time and circumstances. By understanding these factors, we can pinpoint the most relevant positions to adopt, narrowing down the possibilities to those that truly align with the audience's perspective.

Map out your market

After outlining the needs, wants, and desires of our audience, a clearer view of the playing field emerges. We can identify similarities and differences in how people perceive brands in relation to each other and the consumer's mindset. With our competition mapped out, we can focus on the current perception of our business and compare it to where we want it to be. Our opportunity lies in finding creative ways to shift our audience's perspective, allowing them to see our business in a new light. Even if our business offers the same product or service as a competitor, changing the perception can help us carve out a unique space in the minds of our audience—one where we stand alone.

Formalizing your strategy

A simple and effective way to document your positioning strategy is by creating a positioning statement. This concise statement encapsulates your strategy and acts as a guide for your business focus, branding, and marketing efforts. At its core, it clearly defines what you do, who you do it for, and how you're different.

For example:

This statement helps align the business with its target audience while keeping the strategy focused and clear.

Dare to be different

Differentiation is the creative tool we use to position a business. When leveraged effectively, it has the power to multiply revenues, but when ignored, it can result in competitors taking over our customers. Some of the most successful brand positions, however, weren’t discovered by simply pointing to a spot on a map. They emerged through experimenting with unexpected combinations of attributes that are important to both the brand and its customers. By merging complementary elements, companies create something new, unexpected, and more powerful than each attribute alone. This creative process is the alchemy at the heart of branding, where possibilities are greater than the sum of their parts.

Through juxtaposition, we can build a brand with a more sophisticated charm and charisma, not just one surface-level quality. One simple method for doing this is combining two adjectives to create a stronger, more distinctive character. Take Apple, for example: the brand positions itself as "premium yet approachable." By blending exclusivity with user-friendly design, Apple has created a brand identity that appeals to both high-end consumers and everyday users, crafting a unique and emotionally resonant character.

What to remember

Positioning can make or break your business, so it’s essential to get it right. Gaining an outside perspective can be incredibly valuable, offering guidance, aligning stakeholders, and providing objective insights. Here’s a recap of how we approach positioning to set every brand up for success.

• The first step in positioning is identifying the possible options, which begins with understanding what matters to our audience.

• With our competition mapped out, we can focus on the current perception of our business and compare it to where we want it to be.

• Our opportunity lies in finding creative ways to shift our audience's perspective, allowing them to see our business in a new light, distancing ourselves from competitors.

• A simple and effective way to document your positioning strategy is by creating a positioning statement.

• Contrasting two complementary ideas can be a powerful strategy to create unique market opportunities.