What is brand positioning?

Brand positioning is crucial for a business to define itself and attract a specific demographic, focusing on the overall experience and sense of belonging rather than just product features and benefits. Examples from Nike and Starbucks illustrate brand positioning statements, emphasizing the target market and how the brand aims to be perceived and experienced by that market. Creating a brand positioning statement involves answering three key questions: identifying customers, determining product/service benefits, and understanding competitors' differentiation strategies. The template for crafting a positioning statement involves filling in the blanks with the answers to the three questions, as demonstrated with the Nike and Starbucks examples. It is emphasized that everyone involved in the brand must align with the positioning statement to build trust and loyalty through consistent experiences, and the video encourages viewers to like, subscribe, and share for broader awareness about branding.