In brief: Brand positioning defines the place a brand wants to occupy in a customer’s mind relative to alternatives, based on a credible difference.
How I use brand positioning in practice
I identify the customer, situation, alternatives, promise and proof. I turn the positioning into choices about offer, language, experience and what the company will deliberately not claim.
What to watch for
A slogan is not positioning. A broad promise without evidence, a difference customers do not value or a message the business cannot deliver will not create a durable position.
Questions for a decision
- Which customer and situation are we choosing?
- What alternative are we compared with?
- What proof supports the difference?
- What must the company do consistently?