Brand Strategy
Positioning
A strategic exercise to define how your brand is perceived in the market.
What it is:
Positioning is the art of carving out a unique space in your customer’s mind. It’s about making choices that define what you are—and what you are not.
A helpful example: All cruise lines float and serve food, but they position themselves differently. Carnival is about parties and affordability. Disney is about family-friendly entertainment. Viking is about high-brow, adult education and cultural experiences. These are intentional choices that attract different customers.
This framework helps you go beyond features and focus on perception. Because strong positioning isn’t about what you do—it’s about what people believe about you. Positioning is the strategic process of defining how your brand should be perceived in the minds of your target audience relative to competitors. It answers the question: why should someone choose your brand over another?
Positioning includes identifying your category, your audience, your key differentiators, and the emotional or functional benefits you offer. A strong position helps align messaging, tone, design, and sales efforts.
Without clear positioning, brands drift or become forgettable. With it, they become magnetic. This framework is essential for growth-minded organizations seeking to own a unique place in the market.
Use it when:
- Rebranding
- Creating messaging platforms
- Planning campaigns
Why it works:
- Focuses brand strategy
- Aligns internal and external messages
- Clarifies decision-making
Want to sharpen your positioning?