Brand positioning is the marketing strategy that allows you to create a unique place in your customers’ minds. It’s the way you differentiate yourself from the competition, makes you memorable, and it can help you stand out from the crowd. 

This is vital for success! If you don’t know where your place is in the market, how will anyone else? You need to understand where your brand stands so that you can market it accordingly throughout the rest of your identity.

A great position has to be Profitable, Available, and Logical.

Profitable: Branding is a part of the business. Your position needs to be able to help your company create profit. 

Available: To be truly unique, you need to be the only one in your space. If someone else is there with you, you aren’t differentiating yourself enough. 

Logical: It is very tempting to claim a space just because it is free. But if it isn’t suited for your brand or fits your culture perfectly, then it will be tiresome forcing on that position. Your position should mirror your brand’s essence, and be a logical match. Not made-up!

When done right, it can help your brand by making it easier for people to identify with what you and your offer. When a brand is perceived as favourable, valuable, and credible to the consumer, then you know you are doing something right. People are drawn toward brands that make them feel good about themselves and their choices—and that’s what brand positioning is all about!