When positioning a brand, a product, or a service, it is important to consider the elements that effect the way a brand will be viewed in the marketplace. Positioning research is crucial to a successful positioning strategy and begins with looking into the marketplace to discover where the brand, product or service fits in.

Positioning research begins with asking;

Who is the audience? Define the audience and talk to them. Interview current and potential clients, survey the marketplace, and segment them to learn more about their needs and wants.

What market gap will the brand fill? Identifying market gaps is an extremely important aspect of positioning research. Brands that fill important market gaps enjoy more success than those who replicate the services of others.

How will the product be delivered? Sometimes the way the product is delivered is more important than the product itself. Research the way the competition interacts with their customers and potential customers. Perhaps a different style of service will set the brand above the competition.

Why buy this brand? What does this brand have to offer that no other brand has? Define the most significant aspect of the brand that sets it apart from the competition. Why a consumer choses to purchase this brand should be the most important of its position.

Positioning research is an extremely important part of the branding process. Properly positioned brands, products, and services enjoy the visibility, credibility, and profitability their competition envies.