# How to Build a Brand Positioning Framework from Research
In the crowded Australian marketplace, being 'just another' provider is a recipe for invisibility. A Brand Positioning Framework is your strategic blueprint; it defines exactly how you want your customers to perceive your business compared to your competitors. By building this framework from actual research rather than guesswork, you ensure your social media and marketing efforts resonate deeply with the people who are most likely to buy from you.
Why This Matters
Without a clear positioning framework, your social media content will likely feel scattered and inconsistent. A solid framework ensures that every post, ad, and comment reinforces a specific value proposition, making your brand memorable and justifying your price point in the eyes of your local audience.---
Prerequisites: What You’ll Need Before You Start
Before diving into the steps, ensure you have gathered the following research materials:- Customer Feedback: Reviews (Google Business Profile, ProductReview.com.au), survey results, or interview notes.
- Competitor Analysis: A list of 3-5 direct competitors and a look at their current social media messaging.
- Internal Data: Your sales data, most profitable services, and your ABN/business registration details for brand consistency.
- Market Trends: Any recent Australian industry reports or local Brisbane market insights.
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Step 1: Audit Your Current Customer Perceptions
Start by looking at what people are already saying about you. Go through your Google Business Profile reviews and social media comments. What to look for: Look for recurring adjectives. Do customers call you "reliable," "innovative," "affordable," or "expert"? Write down the top five themes. This represents your current positioning, which may or may not align with where you want to be.Step 2: Identify Your 'Ideal' Local Customer
Generic marketing is expensive and ineffective. Define who your best customer is. Are they a 'First-time Home Buyer in Chermside' or a 'Small Business Owner in the Brisbane CBD'? Screenshot Description: Imagine a document divided into four quadrants: Demographics, Psychographics (values/fears), Behaviours, and Pain Points. Fill these in based on your sales data.Step 3: Map the Competitive Landscape
Create a 'Perceptual Map'. Draw two intersecting lines (an X and Y axis). Label the ends with attributes relevant to your industry (e.g., 'Price: Low vs High' and 'Service: Traditional vs Modern').Plot your competitors on this map based on your research of their social media presence.
Pro Tip: Look for the 'White Space'—the area on the map where no one else is sitting. This is your biggest opportunity for unique positioning.
Step 4: Define Your 'Point of Difference' (POD)
Based on the white space you identified, what is the one thing you do better than anyone else in your niche? For an Australian business, this might be your local expertise, your faster turnaround times, or a specific technology you use. Common Mistake: Saying "we provide great service" is not a POD—everybody says that. Be specific. "The only Brisbane plumber with a 60-minute emergency response guarantee" is a POD.Step 5: Draft Your Value Proposition
Your value proposition is a clear statement that explains how your product solves customers' problems, delivers specific benefits, and tells the ideal customer why they should buy from you and not the competition. Formula: [Business Name] provides [Services] for [Target Audience] to help them [Primary Benefit] unlike [Competitor Category] because [Unique Proof Point].Step 6: Establish Your Brand Pillars
Brand pillars are the 3-4 key themes that support your positioning. These will eventually become your social media content categories. Example Pillars for a Boutique Gym:- Community Connection (Local Brisbane events)
- Science-Based Training (Expertise)
- No-Judgment Atmosphere (Inclusivity)
Step 7: Define Your Brand Voice and Tone
How does your brand sound? In Australia, a 'matey' or 'straight-talking' tone often works well, but it must suit your industry.- Voice: Your brand's personality (e.g., Authoritative, Playful, Calm).
- Tone: The subset of your voice used in specific contexts (e.g., Empathetic when handling a complaint, Energetic when announcing a sale).
Step 8: Create Your 'Reason to Believe' (RTB)
Why should a customer trust your claims? Your research should provide data points here. RTBs can include:- Years in business in the local area.
- Specific Australian certifications or awards.
- Number of local clients served.
- Case studies or specific testimonials.
Step 9: Synthesise into a One-Page Framework
Bring all the elements together into a single document. This is your 'Source of Truth'. Screenshot Description: A clean table or infographic that flows from the 'Target Audience' at the top, through the 'Value Proposition' in the middle, down to the 'Brand Pillars' and 'Brand Voice' at the bottom.Step 10: Test the Framework on Social Media
Before rolling it out fully, test your new positioning. Create three different social media posts, each focusing on a different Brand Pillar. Use Facebook or Instagram Insights to see which one gets the most engagement from your target demographic.---
Troubleshooting Common Issues
Problem: "My positioning feels exactly like my competitor's."- Solution: Dig deeper into your 'Why'. Often, the founder's story or the specific way you handle customer service in your Brisbane office is the tie-breaker. Don't be afraid to be a 'challenger' brand if you can't compete on price or size.
- Solution: You may need a 'Master Brand' positioning with two slightly different sub-positioning frameworks. However, try to find the common emotional benefit that links them both first.
- Solution: This is a 'Brand Gap'. You have two choices: change your business operations to match your vision, or pivot your vision to match the reality of what your customers value. Usually, the latter is more profitable.
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Pro Tips for Success
- Keep it Simple: If you can't explain your brand positioning to a stranger at a BBQ in 15 seconds, it's too complex.
- Use Local Language: If you are targeting a Brisbane audience, use local references. Mentioning 'The River' or 'The Valley' can create an instant psychological connection that national brands can't mimic.
- Review Annually: The Australian market changes. A framework built in 2021 might not work in 2024. Review your research every 12 months.
Next Steps
Now that you have your Brand Positioning Framework, it's time to put it into action. Your next steps are:- Update your social media bios (Instagram, LinkedIn, Facebook) to reflect your new Value Proposition.
- Create a content calendar based on your Brand Pillars.
- Brief your team or agency on the new Brand Voice guidelines.
If you need help refining your research or building a framework that truly stands out in the Brisbane market, the team at Local Marketing Group is here to help. Contact us today to schedule a strategy session.