Position Mapping: Start to Position Your Brand as the Obvious Choice

Want to know why your marketing isn’t landing? It might not be your ads, your copy, or even your product. It could be that your brand positioning is all over the place. You’re shouting into the void, hoping someone gives a toss.
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One simple exercise we always do with clients is Position Mapping. Why? Because until you know where you stand, you’ve got no clue where you’re going.
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It’s dead simple and surprisingly powerful. Here’s how you do it.
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The Position Mapping Process: No Bullshit Edition

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1. Draw an XY Axis
   Get a pen, a whiteboard, or open up MIRO if you’re feeling fancy. Draw a simple cross. Two axes.
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2. Pick Two Key Attributes
   Choose two things that seriously influence why people buy (or don’t buy) from you.
   It could be:
   • Price: Budget vs. Premium
   • Speed: Fast Service vs. Thorough Process
   • Personality: Corporate vs. Friendly
   • Tech Level: Traditional vs. Innovative
   • Commercial Focus: Brand Awareness vs. ROI-driven
3. Plot Your Competitors
   Stick your competitors on the map where your customers see them today. Not where you wish they were. Be brutally honest. If you’re not sure, ask your customers! You’ll get better answers than you think (and probably a reality check).
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4. Plot Yourself
   Now, place yourself on the map. Be real. If you’re not where you thought you were, this is the time to face it. No point pretending you’re a Ferrari if your clients think you’re a Ford Fiesta.
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5. Analyse the Hell Out of It
   • Are you where you want to be? Great. You’re dialled in.
   • Is there a gap worth exploiting? Maybe there’s a sweet spot nobody’s occupying because they’re too blind to see it.
   • Are you in a crowded space? That’s not necessarily bad. But it's worth thinking about how you position yourself as the obvious choice within that crowded space.
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Why Position Mapping is Worth Your Time
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1. It Exposes Real Opportunities
   You don’t know where the gold is until you see the whole map. BUT, just because there’s a gap doesn’t mean it’s worth filling. Some gaps are dead zones - empty for a reason. Don’t fall into that trap.
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2. It Helps You Dominate a Crowded Market
   If you’re in a packed space, position yourself as the best choice. What’s your edge? What makes you the no-brainer option compared to the other muppets in your space?
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3. It Stops You Wasting Money
   If your positioning is off, your marketing spend is basically a bonfire. Fix the positioning first; then your marketing will actually have a fighting chance.
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Final Thoughts

If you’re blindly marketing without knowing where you sit in the market, you’re pissing in the wind. Position mapping shows you where you are, where you could be, and where you should be.
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Do it right, and 2025 could be your year. Do it wrong, or worse - don’t do it at all, and you’re flushing money down the drain.
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I’m Louis, and I run Unearthed - a brand agency for businesses that want to stop playing tiddlywinks and start building brands people actually give a shit about.
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Now go map out your position, or keep guessing. Your call.