A brand positioning map is a simple but powerful tool that visually represents where your brand stands in the market — and where it could go. It helps you identify gaps, understand your competition, and is a part of your positioning strategy.
In this article, you’ll learn how to create a brand positioning map to shape or refine your strategy. We’ll cover how to pick the right attributes to find your sweet spot and back it up with strong messaging.
We also encourage you to try our interactive tool: Brand Positioning Map Builder
What Is a Brand Positioning Map?
A brand positioning map is a visual tool that plots brands on a grid based on two key attributes relevant to their industry and audience. These attributes should reflect what customers value most and align with your brand’s positioning goals.
For example, in the automobile industry, a positioning map might compare price (affordable to premium) on one axis and performance (economy to high-performance) on the other.
How to Choose the Right Attributes
The key to choosing the right attributes is ensuring they are:
1. Valued by your target audience
- Reflect what matters most to your customers when making decisions.
The attributes should reflect what matters most to your customers when they make decisions. Think about the factors that drive their choices — is it price, innovation, convenience, quality, or something else? These attributes need to connect directly to their priorities and preferences. If your audience doesn’t care about them, they won’t help you position your brand effectively.
2. Relevant to your positioning
- Highlight your brand’s strengths and the unique space you want to claim in the market.
The attributes should highlight your brand’s strengths and the unique space you want to claim in the market. Ask yourself: What makes your brand different or better? Are you focusing on being affordable, premium, eco-friendly, or cutting-edge? Your attributes need to support this identity and show where your brand can outshine the competition.
Why Use a Brand Positioning Map?
A brand positioning map helps you:
- Identify Market Gaps
Spot underserved areas where your brand could expand. - Understand Your Competition
See how your competitors are positioned and where you have advantages. - Focus Your Strategy
Align your messaging and product development with your desired position.
Example: If you’re launching a sustainable clothing brand, you might notice the market has premium eco-friendly options but lacks affordable ones. This insight could inform your brand’s focus on affordability and sustainability.
How to Create a Brand Positioning Map
Step 1: Define the Axes
Choose two attributes that your audience values most and that highlight differences in your industry. Avoid generic attributes like “good quality” unless they have a unique meaning in your context.
- Example for SaaS Tools: Cost (low to high) and ease of use (simple to complex).
- Example for Fashion: Price (affordable to luxury) and style (classic to trendy).
Step 2: Plot Your Competitors
Research where your competitors stand based on the selected attributes. Look at customer reviews, marketing materials, and even product specs. Be honest and data-driven — this isn’t about how you view them but how your audience does.
Ask:
- Which competitors dominate certain quadrants?
- Who competes directly with your brand?
- Are there gaps you could fill?
Step 3: Plot Your Brand
Add your brand to the map, reflecting your current position. Then, analyze how it compares to competitors:
- Strengths: What makes your position appealing?
- Weaknesses: Where are you losing to competitors?
- Opportunities: Are there gaps or under-served areas you can target?
For example, if your competitor dominates in cutting-edge technology but has a reputation for being overly complex, your brand could focus on offering user-friendly solutions with reliable performance to attract customers who value simplicity and ease of use.
Brand Positioning Maps Builder
We’ve developed an interactive tool that lets you create a brand positioning map quickly and effortlessly. Input key features, add competitor brands, and instantly visualize your brand’s position in the market. It’s simple, flexible, and ready to use.
Examples of Brand Positioning Maps
Coffee Brands
- Axes: Price (low to high) vs. Sustainability (basic to eco-conscious).
- Brands Plotted:
- Starbucks: High price, medium sustainability.
- Folgers: Low price, low sustainability.
- Blue Bottle Coffee: High price, high sustainability.
Story: When Blue Bottle Coffee entered the market, they noticed a gap: eco-conscious consumers willing to pay a premium for ethically sourced, artisanal coffee. Their positioning in this niche helped them gain a devoted following and even led to an acquisition by Nestlé.
Smartphone Industry
- Axes: Price (affordable to premium) vs. Features (basic to cutting-edge).
- Brands Plotted:
- Apple: Premium price, cutting-edge features.
- Samsung: Medium price, cutting-edge features.
- Xiaomi: Affordable price, medium features.
Story: Xiaomi focused on affordable yet feature-rich smartphones to appeal to budget-conscious consumers in emerging markets. This positioning allowed them to grow rapidly while staying distinct from premium brands like Apple.
Fashion Brands
- Axes: Price (affordable to luxury) vs. Style (classic to trendy).
- Brands Plotted:
- Zara: Affordable, trendy.
- Ralph Lauren: Medium price, classic.
- Gucci: Luxury, trendy.
Story: Zara found success by targeting the “affordable and trendy” quadrant, appealing to young, fashion-conscious shoppers who want the latest styles without the luxury price tag.
Using the Map to Find Your Position
A positioning map isn’t just a tool to understand your market — it’s a way to strategically place your brand for success.
Refine Your Messaging
If your brand is in the premium quadrant, focus your messaging on exclusivity and quality. For affordable products, emphasize value and accessibility.
Adjust Your Offerings
Use the map to identify gaps in the market and innovate. For example, if no competitor focuses on customizable options — and customers are actively seeking products they can tailor to their specific needs — you could create a brand that offers something unique and personal to meet this demand and stand out in the market.
Monitor Your Market
Revisit your map periodically. Industries evolve, competitors shift, and customer preferences change. Regularly updating your map keeps your strategy relevant.
Key Takeaways
- A brand positioning map visually plots your brand and competitors on key attributes, showing where you stand in the market.
- Choose attributes that matter to your audience and align with your brand’s unique strengths.
- Use the map to refine messaging, adjust offerings, and identify new opportunities.
- Look for inspiration in examples like Blue Bottle Coffee, Xiaomi, or Zara to see how positioning maps can uncover success stories.
Want to map your brand’s position and uncover untapped opportunities? Reach out for personalized advice and tools to get started!