What is Brand Positioning?
Brand positioning is the strategic process of deliberately anchoring a brand in the target audience's perception – with a clear, differentiating profile against competition. It combines insights about target audience, competition, and own strengths into a unique market position.
Distinction from Positioning
While positioning can also refer to products or services, brand positioning explicitly focuses on the brand as a whole: its personality, values, and emotional dimension.
Elements of Brand Positioning
- Target audience: For whom are we positioning?
- Competitive frame: In which market do we play?
- Differentiation: What makes us unique?
- Brand personality: What character does the brand have?
- Brand promise: What can customers expect?
- Reason to Believe: Why is this credible?
Brand Positioning Tools
- Positioning Map: Visual representation in the competitive environment
- Brand Key: Structured positioning model
- Brand Essence: The core of the brand in one word or sentence
- Perceptual Map: How do customers perceive different brands?
In Practice
Brand positioning is a continuous process that must adapt to market changes. A strong position is not created by advertising alone but by the sum of all brand experiences. It's important that positioning is understood internally and lived by all departments – from customer service to product development.