Positioning Strategy

Whether you are looking to enter a new market or you’re pushing for growth, finding the right place in the market is essential in getting the most out of your product or service. Establishing yourself as the go to in your market, setting yourself apart and moving away from a “me too” brand are all the right reasons to invest in a positioning strategy.

Positioning Strategies help you in finding a place within the market that helps you differentiate yourself from the market. Through the right positioning strategy you will be able to influence the consumer’s perception of your company. The objective of a positioning strategy is to establish the image or the identity of your brand. Work with our qualified team of marketing strategists to find yourself a sustainable position within your current market, or work on a strategy to help you get positioned in a new market.

Competitor Research + audit

Using data currently available and conducting our own market research we can identify the current position of your company and what your current customers think of your brand. Before we jump in and start recommending fixes, we need to first understand how your current positioning strategy is performing. Our research and audit stage uses data from leading industry data tools to identify your and your current competitors position in your market. If you are looking to enter into a new market our team will help you identify direct and indirect competitors and their positions to pinpoint a good entry to market strategy. Competitor research is vital at this point to identify the areas where you might be falling behind and where there are gaps in their strategy we can utilise to win more customers.

Our team of experts will also arrange a meeting with you to understand how you see your brand positioning and how you want to communicate what you do.

Perceptual Mapping

Once we have identified your competitors and how you want to be positioned, we move onto Perceptual Mapping. Using this method we will be able to visualise where your company should be positioned through different perspectives. Perceptual maps can be created based on your price, your product or service attributes, product quality or competition. In the era of the challenger, brand positioning is a dynamic, fluid process that needs to be revised on a regular basis.

Repositioning

Do you think your company is not being perceived as it should be? Repositioning might be for you! Through repositioning we can alter the perception of your brand within the customer. We can introduce it to a whole new audience, or we can move it away from an audience you no longer want to cater to. Our team of experts will consult you on which market segments you want to target, and help you by effectively repositioning your brand.

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FAQ

Who do you work with?

We work with Direct To Consumer (DTC) brands in the wellbeing, luxury fashion, nutrition and lifestyle industries. Our mission is to make conscious DTC brands the first choice for consumers in your respective niches. We are firm believers in sustainable and ethical marketing for brands that are open to positive change and sustainability themselves.

What is a Perceptual Map?

A perceptual map is a marketing tool that helps us understand the positioning of your brand in relation to your competitors positioning, their products, price and personality. By mapping where you are compared to your competitors, we can make sure to position your brand in a niche way that will help you stand out from the crowded space of your industry.

How do I know who my competitors are?

Naming your competitors is essential in marketing. You have direct and indirect competitors in your industry. Direct competitors sell the same products with similar positioning to yours, while in-direct competitors are other companies in your industry who sell similar products but their target market & positioning differs from yours. When talking about competitors, we will help you narrow down your direct and indirect competitors and make sure both types of competitors are taken into consideration through our research and audit.

How will I know that I need to reposition?

Repositioning is not always the answer. We will only recommend repositioning your brand if we believe that your current growth could be accelerated by diversifying the position of your brand. If your brand is not perceived the way you think it should be, repositioning might be the way to go. Our data & research-driven approach will ensure that if we recommend repositioning for your brand or product it’s backed up by the relevant facts & figures.