Everything you need to know to position your brand properly in the minds of the consumers.

TL;DR:

• Brand positioning is about establishing a unique identity and value for your brand.
• It helps differentiate your brand from competitors and creates a distinct space in the minds of consumers.
• Understanding your ideal customer and their problems is crucial for effective brand positioning.
• Solve problems specifically for your ideal customer and provide exceptional experiences.
• Communicate your "why" to turn your brand into a movement and create a loyal following.

What is Brand Positioning?

According to Qualtrics.com, “brand positioning is about owning a unique position in the mind of the target consumer, and it’s an articulation of what you want your brand to be to consumers.”

Hubspot says, “Brand positioning is the process of positioning your brand in the mind of your customers. More than a tagline or a fancy logo, brand positioning is the strategy used to set your business apart from the rest.”

The Branding Journal says, “Brand positioning has been defined by Kotler as ‘the act of designing the company’s offering and image to occupy a distinctive place in the mind of the target market’.”

What these definitions all have in common is that brand positioning is about trying to figure out how you can occupy a unique space in the mind of consumers. But what does that mean? It means that people don’t look at your brand as a commodity. They don’t look at a nike shirt and think oh its just a t shirt, I’m not going to pay more than $10 for it. They look at the nike shirt and they say I want that shirt, I don’t care about how much it costs.

Why Should You Care About Brand Positioning?

Singer Vehicle Design is a company that does restoration mods on the 1989 -1994 Porsche 911 Coupe or Targa. If, by some odd chance, you actually happen to have one of these cars and want to get a restoration mod done, it will cost you somewhere between half a million to two million dollars. Oh, and you’ll have to wait on the waitlist for a year to just get your turn.

Singer purposely chose to create an unparalleled experience for a handful of people and enjoys margins that will make most companies jealous.

When you’re creating a brand you can choose to create an experience for a handful of people, or try a one size fits all approach. If you’re going for a one size fits all approach your competition will be all the major corporations with massive infrastructure built out already, so good luck. If you’re creating an experience for a handful of people (AKA positioning), you’ll create your own luck.

Ok I get it, positioning is important, but how do I even position? Is that the right way to even phrase that?