Brand & Product
What is brand positioning and why does it matter?
Brand positioning is the strategic process of defining how your brand occupies a distinct place in your target audience's mind relative to competitors. It answers the question: why should someone choose you? Strong positioning drives every downstream decision — messaging, pricing, design, and distribution.
Key Considerations
- Positioning is not a tagline — it's the strategic foundation a tagline is built on
- Effective positioning identifies a gap in the market that competitors aren't filling
- Must be validated with real audience data, not internal assumptions
- Revisit positioning annually — markets shift, competitors emerge