Brand Positioning
The strategic process of establishing a unique impression in customers' minds.
Definition
Brand positioning is the process of positioning your brand in the mind of your customers. It defines what makes your brand different and why customers should choose you over competitors. Effective positioning is based on a unique value proposition and is communicated consistently across all touchpoints.
Why It Matters
Brand positioning defines where your brand sits in customers' minds relative to competitors. It answers the fundamental question: why should someone choose you over alternatives?
Effective positioning focuses your marketing on meaningful differentiation and guides everything from product development to pricing strategy. Without clear positioning, brands become commodities competing solely on price.
Examples in Practice
A budget airline positions on "no frills, lowest fares" and builds a loyal customer base despite limited amenities.
A premium headphone brand positions on audiophile quality, sustaining prices 3x competitors through focused messaging.
A B2B software company positions as the enterprise-grade option, winning larger deals despite higher pricing than alternatives.