What Is Brand Positioning? [With Examples]

Introduction to Brand Positioning: Brand positioning is more than just a logo; it involves bringing a business and its audience closer together. The misconception that branding is solely about visual elements like logos has been prevalent among entrepreneurs. Origin and Relevance of Brand Positioning: In 1980, the book "Positioning: The Battle For Your Mind" by Al Ries and Jack Trout became a fundamental resource in brand strategy. Despite its age, the book remains relevant, and recent developments in neuroscience have reinforced its principles, emphasizing the importance of owning a position in the audience's mind. Understanding Brand Positioning: Brand positioning is defined as how a brand distinguishes itself from competitors and communicates why the audience should care. Effective positioning requires a deep understanding of the audience, their desires, fears, and the competitive landscape. Creating an Effective Positioning Strategy: An effective positioning strategy involves identifying, clarifying, and articulating the unique difference a brand brings to its audience's lives. It's crucial for new brands entering a competitive market to clearly define their differentiator to stand out and attract attention. Example of Effective Brand Positioning: Dollar Shave Club serves as a compelling example of effective brand positioning. They disrupted the men's razorblade sector dominated by Gillette by offering a cheaper and more convenient alternative, appealing to the audience's pain points and preferences.