Understanding where your brand sits in the market relative to competitors is crucial for effective positioning. But how do you visualize this? A brand positioning map (also called a perceptual map) is a powerful tool that helps you see your competitive landscape at a glance. It reveals where competitors are clustered, where gaps exist, and where opportunities lie. This practical guide will walk you through creating your own positioning map step-by-step. You'll learn how to identify key competitors, determine the right attributes to map, plot your position, and use the insights to guide your strategy. Whether you're launching a new brand or repositioning an existing one, a positioning map will help you find your winning position.

How to Create a Brand Positioning Map to Crush Your Competition

What is a Brand Positioning Map and Why Use One?

A brand positioning map is a visual representation of how brands in your market are positioned relative to each other based on two key attributes. Think of it as a map where the X and Y axes represent different dimensions (like price vs. quality, or innovation vs. tradition), and each brand is plotted as a point on that map.

Why it's powerful:

Visual Clarity: See your competitive landscape at a glance
Gap Identification: Spot underserved market areas
Strategic Planning: Make data-driven positioning decisions
Communication Tool: Share your strategy visually with stakeholders

Positioning maps help you move from abstract concepts to concrete visualizations that guide strategic decisions.

Step 1: Identify Your Key Competitors

Start by identifying 5-10 key competitors. Include:

Direct competitors (similar products/services, same target market)
Indirect competitors (different products but solving same customer need)
Aspirational competitors (brands you want to compete with)

Focus on competitors that customers actually compare you to, not just everyone in your industry.

Step 2: Determine the Core Attributes of Your Market

Choose two attributes that matter most to your target audience. Common pairs include:

Price vs. Quality
Innovation vs. Tradition
Performance vs. Ease of Use
Luxury vs. Accessibility
Functionality vs. Design

The attributes should be:

Meaningful to customers
Differentiating (not all brands are the same)
Measurable or observable

Step 3: Plot Your Competitors on the Map

Create a simple 2x2 grid. Label the X-axis with one attribute (e.g., "Low Price" to "High Price") and the Y-axis with the other (e.g., "Low Quality" to "High Quality").

Plot each competitor based on where you believe they sit on these dimensions. Use research, customer feedback, and market analysis to inform your placement.

Step 4: Plot Your Own Brand

Plot where your brand currently sits, then plot where you want to be. This reveals the gap between your current position and your desired position—your strategic challenge.

Step 5: Analyze the Map to Find Your Opportunity

Identifying Crowded Areas

Areas with many competitors are crowded and competitive. Entering these spaces requires significant resources to stand out.

Spotting Underserved Market Gaps

Empty areas on the map represent opportunities. If there's a gap that aligns with your strengths and customer needs, that's your opportunity.

Using Your Map to Guide Your Strategy

Your positioning map should inform:

Messaging: Emphasize attributes that differentiate you
Product Development: Build features that support your desired position
Pricing: Align pricing with your position
Marketing Channels: Choose channels where your position resonates

Conclusion: From Visualization to Action

A positioning map is only valuable if you act on it. Use the insights to refine your positioning, develop your strategy, and execute consistently. Revisit your map quarterly as market conditions change.

Ready to map your position? Create your positioning strategy with Branding5.