- A brand positioning concisely defines
how your brand is positioned compared to the competition.
Meaning, what specifically makes your brand
different and better.
Here's an example of a positioning map
that identifies and visualizes the white space.
That's the unoccupied territory in the category
that your brand can own.
You can determine each axis for your category,
the space each competitor occupies,
and then identify the unoccupied space
where your brand can live.
There are many frameworks to write
a brand positioning statement.
Many B2B marketers like to use
traditional consumer marketing frameworks
because they're tried and true.
Here's one of the more popular examples.
Fill in the target, brand, competitive set, and benefit.
And here's an example of how you can fill in this framework.
For businesses,
Sprint is the wireless communications company
that gives freedom of mobility.
Here's a checklist to make sure you have
an effective brand positioning.
Credible, will customers believe this brand positioning?
Does it align with customers' perceptions of your brand?
Relevant, will your brand positioning
motivate and engage customers?
A common mistake marketers make is writing
a brand positioning that's only meaningful
to people inside the company
without thinking about what matters to customers.
Distinctive, is your positioning different
than the competition?
If it's the same, customers won't know
what your brand stands for
or what distinguishes it from the other brands out there.
Flexible, the positioning needs
to work across all touch points.
Develop a brand positioning to differentiate
in a relevant way and be competitive.