When you think of a good quality, cheap chocolate bar – what comes to mind?
A Cherry Ripe? A Polly Waffle? A Cadbury Dairy Milk?
What if you need to get a quick bite of lunch on the go; where do you stop?
Subway? Grill’d? Nando’s?
Those three chocolate bars and three fast-food chains are at the top in their categories among hungry Aussies.
Our buying habits and their brand positioning have placed them at the top of the pile. So, choosing any of those three when asked about a quick bite or sweet treat puts you in very good company.
Do you know where your business stands with your customers? How do your customers view you, your brand, your product or service? What’s your market positioning?
We marketers use a handy tool to find out just those very metrics to help you market your business better.
This tool is called a perceptual map (or a positioning map). It maps perceptual ideas customers have about a brand or product.
Today, we’re going to examine the perceptual map in detail.
When determining a new product, pricing out an existing product or devising how to market a product or service – you may feel the need to be a mind reader. Or worse yet, like you’re on a journey without a map guiding you to your destination.
What do your customers think? How do they really feel? What are the perceptions of customers about your brand?
One thing that can help in this domain is perceptual mapping (or positioning mapping).
Called perceptual maps or positioning maps, these visual representations of those very consumer perceptions are vital to your marketing efforts.
Simple Perceptual Maps
A perceptual map in its simplest form is an X-Y axis graph that shows how customers view a brand in comparison to the competition.
The two dimensions (X and Y) on a perceptual map represent two factors – preferably the most important – that potential customers use when determining whether or not to buy. Each axis is given two opposing attributes of the given factor, one on each end.
In the case of our candy bars, we can make a perceptual map with the price on one axis and quality of chocolate on the other.
Our top 3 are placed in the low price, high-quality quadrant, and the critic who claims no one over 10 would eat a Chomp bar would place that option in the low price, low-quality quadrant.
And that’s how perceptual maps work.
You gather data from various customers and possible future customers and score it on your graph. Where your brand falls can be considered a true perception of how customers see your brand.
Our Very Own Example Perceptual Map
Article by:
Chris Harris
Creative Director & Senior Brand Designer
Chris brings over a decade of industry experience to Red Kite working at design agencies in both the UK and Australia. Over the years he has accumulated a wealth of graphic design, strategic identity design and marketing experience. Chris is a hugely passionate identity designer endeavouring to offer the highest quality branding and logo design Brisbane and Australia wide. Chat to Chris about your branding.
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I am incredibly happy with the service provided by Chris and Ally at Redkite. From the beginning, I had a pretty clear idea of what I wanted, and they were brilliant at bringing my vision to life. Chris gave me two options to start with—one that aligned closely with my original idea and another that opened my mind to alternate possibilities. I really appreciated that alternative approach, and while it was a close decision, I ultimately stuck with my original concept. Their creativity and openness were fantastic throughout.Chris went above and beyond to ensure that my vision was perfectly executed, choosing colours that worked beautifully to complement the design. With Ally - the structured approach she has in place is well-organised, with a clear process and timeline, making the whole experience smooth from a customer’s perspective. The end result was absolutely fabulous, and I couldn’t be more thrilled with how everything turned out.Thank you, Chris and Ally, for all your hard work and dedication! I would highly recommend Redkite to anyone looking for a seamless and professional branding experience.
Exceptional rebranding experience! Red Kite Design exceeded our expectations with their creativity and attention to detail. They took the time to fully understand our vision and consistently communicated throughout the process, keeping us updated and ensuring all our needs were met. Their ability to stay relevant with current trends ensured our rebrand was not only stylish but also highly impactful. The team's responsiveness and follow-up were top-notch, making the entire experience smooth and enjoyable. Highly recommend for anyone looking for a fresh, modern look!
Highly recommend Red Kite Design.Ally, Lee and Chris are always a pleasure to work with.Very efficient, attentive with their projects and genuinely nice people. Always happy to help and fix any problems that arise.
Chris and the team at Red Kite Design are outstanding to work with. They took the time to understand our project and came up with a design that really works for us. Great job.TerryEkydna Marketing
Thank you to Chris and Ally for an amazing re-brand for my business Cloud 9 Youth & Supports.My initial idea and design didn't plan out to work as well as I thought it would so we decided to go with plan B in which Chris nailed my vision when changing the branding.They are very prompt and very responsive and it has been extremely smooth having these guys be apart of my re-brand.Thank you so much for making a very therapeutic re-brand for us which we were looking for exactly.
Chris and his team at Redkite are nothing short of professional. I was in need of a logo design for my business and Chris came highly recommended through a friend. From our initial conversation and having worked with him through the entire process onwards, I can honestly say that Redkite was an exceptional find. Chris made every effort to answer my questions and work with me on not only the design aspect of my logo but also the direction I wanted my business to go in (both short term and long term). His thoroughness and attention to detail made me feel valued and he worked on the logo as if it were his own. I highly recommend working with Chris and his team at Redkite - you will not be disappointed.
Resurge Enterprises had an exceptional experience working with RedKite. From the very first meeting, they listened attentively to our needs, even when we weren't entirely sure what we wanted beyond an idea. Their team went above and beyond, crafting a complete branding package, including stunning logos, professional letterhead templates, powerpoint presentation kit, captivating vehicle wrapping and social media kit. What stood out the most was their responsiveness, attention to detail and the comprehensive guidance documentation they provided along with the deliverables. Additionally, RedKite checked in to ensure our satisfaction and address any questions we had, which demonstrated their commitment to customer service that truly sets them apart. The branding they have created for Resurge will truly elevate our branding presence. We highly recommend RedKite for anyone looking for top-notch creative solutions and outstanding service.