Positioning
Find out where customers place you, choose the ground you can own, and write it down so everyone says the same thing.
The page you get
Every positioning project ends on one page. Two axes your customers use to choose, every competitor where customers place it, your company today, and the open ground we recommend.
This one is from a bakery project (sample). Price runs left to right, how the bread is made runs top to bottom.
- Axes chosen from the interviews, not from a template
- Competitors placed by survey answers
- One target position, with the reasons to believe it
Made slowly, by hand
Quick and handy
Everyday price
Special-occasion price
Sourdough micro-bakeries
Patisseries
Farmers’ markets
Coffee-chain pastries
Supermarket bakery aisle
Station kiosks
Our client before
Where they could stand
How to read it: each olive dot is a competitor, placed where 420 surveyed customers put it. The ring is our bakery client before the project, the raspberry dot the position we chose together, the hatched oval the ground nobody held (sample).
How a positioning project runs
The same four steps for every company. You see the research before the workshop, never a surprise on the day.
1
Map the market
Weeks 1 to 3
Twelve customer interviews, a survey of 300 to 500 buyers and an audit of up to eight competitors.
2
Choose the ground
Week 4
A one-day workshop with your leadership team. The map goes on the wall and we pick one position together.
3
Plan the move
Weeks 5 and 6
The positioning statement, message rules and the first campaigns, channels and budget.
4
Track the move
Every quarter
The same short survey, re-plotted on the same map, with a one-page report.
Book a 30-minute strategy call
Tell us what is stuck. We will say plainly whether positioning is the problem, and if it is not, who could help. The call is free (sample).