Brand Positioning — Definition
Positioning is where your brand sits in people's minds relative to your competitors. It's not what you do — it's how you're different from everyone else...
What it is
Positioning is where your brand sits in people's minds relative to your competitors. It's not what you do — it's how you're different from everyone else who does the same thing. It answers the question: "Why should we pick you?"
Why it matters
If you can't articulate why you're different, your customers can't either. And when everything looks the same, people choose the cheapest option. Good positioning lets you charge more because you're not competing on price — you're competing on fit.
The mistake most people make
Trying to be everything to everyone. "We're a full-service agency for all industries" is not positioning. It's the absence of positioning. The narrower your position, the stronger your brand.