Brand Positioning

Brand positioning explains how a brand is perceived in relation to others. It clarifies who the brand is for, what it offers, and why it’s different or relevant in a specific context.

Why it matters
Clear positioning helps people understand where you fit and why you matter. It shapes messaging, pricing, and product decisions, and keeps a brand from trying to appeal to everyone at once.

What brand positioning is not
Brand positioning is not a slogan or a mission statement. It’s not about being “better” in vague ways—it’s about being clear and specific in how you show up.

Where this shows up

  • Messaging and marketing strategy
  • Product and service offerings
  • Competitive comparisons
  • Sales and onboarding conversations

Related terms