Market Positioning: How will my clients perceive my brand?

Market positioning is a strategic process of establishing an identity for your brand to influence consumer’s perception of your products relative to your competitors.

A good positioning strategy requires consistency in branding efforts, values, the messages you put out, and the experience your clients is/will get; it adds value to your marketing efforts and pushes potential consumers to buy your product, a crucial requirement to a successful business.

There are several positioning strategies that are influenced by one or more of the following:

• Product price.
• Product quality.
• Product features and benefits.
• Product use.
• Finally, make clients believe that your product is superior to your competitors.

To create an effective market positioning strategy, you should think of:

• Your company’s uniqueness compared to competitors. Compare the differences between you and your competitors; it would be beneficial to focus on your strength.
• Analyze your competitors positioning by identifying the influence of your competitors in the market, their strengths, and weaknesses.
• Identify your current position. If you are in business and haven’t thought about market positioning before, try to figure out your existing market position and whether it reflects your strengths and set you apart from your competitors.
• Develop a positioning strategy: based on the information you collected married with the opportunities in the market you can develop a positioning strategy that maximizes exposure and sales.
• Create a positioning statement: Positioning statement is the identity your business is trying to establish and strive for. It becomes a guideline for your marketing efforts.

Is market repositioning a thing?

Yes! Market repositioning is when you change the existing position of your brand due to major shifts or decline in performance. It is best to step back, compare what you are offering with what your clients want / need, and re-establish the relationship to meet your clients’ expectations.

About BDCC Business Services

BDCC, non-profit regional development corporation serving southeastern Vermont, offers a suite of services, programs, and resources. We help at all business stages, from startup and growth, to reorganization and succession. BDCC’s business services are guided by the regional economic development plan (CEDS) to advance strategies that foster an entrepreneurial environment, support small businesses, increase access to capital, and build an inclusive and equitable economy. For more information please visit: https://brattleborodevelopment.com/