Brand Positioning

Brand positioning defines the distinctive place a brand wants to occupy in the customer mind relative to alternatives. It matters because clear positioning guides message hierarchy, product framing, channel strategy, and pricing communication. Effective positioning states target audience, category context, primary value, and reason-to-believe in language customers recognize. Teams should validate positioning against competitor claims and real buyer objections, then apply it consistently across campaigns and sales narratives. A common mistake is choosing vague positioning that sounds aspirational but does not create practical differentiation at decision time.