What is Positioning?
Brand positioning is the strategic determination of how a brand should be perceived compared to competitors. It answers: What makes us unique? Who are we for? Why should customers choose us? Clear positioning differentiates from competitors and creates a distinctive place in the target audience's consciousness. Positioning strategies can be based on different attributes: price (premium vs. budget), quality, service, innovation, tradition, or emotional values. The positioning statement summarizes positioning in one sentence: "For [target audience], [brand] is the [category] that [differentiator], because [reason]."
Key Points
- Positioning = Place in target audience minds
- USP: What makes us unique?
- Competitive analysis: Where do others position?
- Positioning statement as guide
- Consistent across all communication
- Repositioning possible with market changes
Practical Example
“The positioning as "Premium agency for sustainable web design" clearly differentiates us from the mass market.”
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