What is Brand Positioning?
Take a moment to think of your favorite brand. Who did you think of first? Why did you think of them? What makes their products or services memorable? The answer lies in one of the most important parts of brand strategy — positioning.
What is brand positioning?
Brand positioning is a term that describes how your brand differentiates itself from your competitors, the space it holds in the market, and how it sits in the mind of your audience. The key to successful brand positioning is not trying to be something for everyone. Choose your nice and run with it.
“Positioning is finding the right parking space inside the consumer’s mind and going for it before someone else takes it.”
Why is brand positioning important?
It can help align your business and brand decisions.
It ensures you communicate the value you provide to your specific audience.
It allows you to work with aligned partners that value the same things you do.
It attracts clients and customers that buy into your mission.
It helps you create content that is “on brand”, aligned, and goal-oriented.
A few examples of brand positioning:
Delta Air Lines
Delta Air Lines has a marketing team that works hard to position Delta as the premier commercial airline in the United States. The opposite of budget carriers like Spirit or Frontier, everything about Delta’s brand experience lead them to becoming “America’s most-awarded airline.” Sure, while the “hard goods” of their business are nothing unique (taking passengers from point A to point B), their “soft goods” are what set themselves apart. From their marketing style, to their ticket pricing, to their luxe airport clubs and and brand partners, everything Delta does reinforces and strengthens this positioning.
Fenty Beauty
Fenty Beauty was one of the first major beauty brands to pioneer a diverse skin shade range for a diverse customer base. Their brand is all about breaking the mold and deviating from the playbook that other major beauty brands had used up to that point. Everything brand-related, from their product lines to their social media content, reinforces this. As such, they are more likely to attract an audience that values the same things they do.
My OWN Business
My passion lies in helping founders build premium brands, and as such, my brand positioning revolves around it. For example, my services may not be the right fit for someone trying to create a more conventional, mass-appeal brand, and I reinforce this positioning through my own copy, visuals, and content. The goal is to attract the right client fit from the brand I use to represent myself and my value.
With the knowledge of what brand positioning is and why it’s important, I’ll leave you with a question:
How do you want your business to be known?
Looking to position yourself as a premium brand?
Click below to learn more about how I help my clients position themselves as premium brands (and more!):
