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Successful Brand Positioning strategy [A Complete Guide]


29 Jan, 2022

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brand positioning strategy

The purpose of branding is to create a memorable image that represents the core values of your organization. This helps customers identify your organization and associate their feelings towards your brand.

A successful brand positioning strategy is essential for any company. It also helps to build trust between the customer and the brand.

Branding creates a unique message that is instantly recognizable. Customers develop loyalty towards brands. Brands build strong relationships with consumers through long term partnerships.

In order to achieve this, you need to have an effective marketing plan in place. You can use a variety of tools to help you define your brand.

What is Brand Positioning?

Brand positioning is how a company presents itself to potential customers. The way a company positions itself affects customer perceptions.

A company that focuses on quality products is going to be perceived differently than one that focuses on quantity or price. Companies can position themselves as either high or low priced, high or low quality, high or low tech, etc.

What is Brand Positioning?

Brand positioning is the art of selling yourself, your company, and your products in such a way that your target customer associate your business with certain values and benefits. The goal is to create an identity for your business that consumers want to be associated with.

Effective brand positioning is about creating an identity for your product or service. It is about making sure that others understand what it is that you offer, and how it differs from competitors.

A strong brand builds trust. Your customers will remember your name and your website address. They will think of your company when they hear it’s name and because you’re different, they’ll buy your products. When they see your logo and colors, they’ll recognize your brand. That’s why branding matters.

Why is brand positioning important?

Brand positioning is important because it helps you understand what your customers want from you.

If you don’t know what they want, how can you serve them better?

The best way to do this is through research. By listening to your customers, you’ll be able to figure out what they like about your brand, what they dislike, and why they bought your product. This information will help you create a new position for your company, which should lead to higher sales.

Brand positioning is about communicating the right message to the right person at the right time.

A strong brand position is built on three pillars: product, price, and promotion. The first pillar focuses on what the company sells, while the second one concerns how much they charge for their products. Finally, the third one refers to how they communicate these messages through different channels.

Brand positioning is essential when selling a product or service. Your brand is what makes consumers want to buy your product or service. If your brand is strong, then you can increase sales volume. However, if your brand isn’t strong, then you won’t be able to sell your product or service.

Brand Positioning Strategies

Brand positioning strategies helps you create a unique brand identity through strong messaging and product differentiation.

A great example of brand positioning strategy is Apple’s “Think Different” campaign. Through the use of different colors and images, they were able to communicate that Apple was something different from other computer makers at the time.

By using this tactics, Apple has been able to create a brand that consumers identify with and trust.

Brand positioning strategies are important for any business, especially for new businesses, who want to differentiate themselves from other companies.

If you create a unique brand image, then your target customer will be more likely to purchase from you instead of your competitors.

The purpose of branding is to build awareness about your company, product, service, etc., while also making potential consumers aware of what makes you different from your competition.

There are two types of brand positioning strategies: direct and indirect.

Direct Branding Strategies

A direct branding strategy involves creating a logo, slogan, tagline, and visual identity. These elements work together to form a cohesive brand identity. They’re used to make sure that all of your marketing materials look consistent.

For example, your website’s design needs to match your business cards, brochures, flyers, and advertisements.

A good example of a direct branding strategy is Nike’s “Just Do It” campaign.

Their tagline was simple yet powerful. It communicated the idea that anyone could achieve anything by just doing it. Because of this, people started associating Nike with success and achievement.

Another example of a direct branding approach is Starbucks’ “I’m lovin’ it.” campaign.

Their tagline communicates the fact that Starbucks is an iconic American coffeehouse. This tagline works because it conveys the idea that Starbucks is a place where everyone feels comfortable.

Indirect Branding Strategies

An indirect branding strategy is about developing relationships with key stakeholders in order to gain support for your products and services. You need to develop a relationship with your target audience so that they’ll feel like they know you.

For example, when I worked as a customer service representative, I had to establish a relationship with my clients before we could solve their problems. Once I established a rapport with them, I knew how to best help them.

If you don’t have a relationship with your target market, then you won’t be able to effectively position your brand.

How to find a Powerful brand positioning (3 simple steps)

Brand Positioning is a crucial aspect of marketing strategy. It involves taking a product or service and describing it in such a way that your target audience understands exactly why they would want to purchase your product or service.

For example, if you were creating a website about dog biscuits, you might describe the brand by saying something like this: “We are a company who makes delicious dog biscuits. The taste great and made with natural ingredients. We offer them at affordable prices. Our customers love our biscuits because they have a soft texture and their dogs always seem happy after eating one.”

The point here is that you should use words that describe your product or service in a positive light. When you do this, you give off a feeling of trustworthiness. Your customers will feel confident that you can deliver on your promises.

Step 1: To create a unique and successful branding strategy for your business, you must first analyze the following:
  1. Identify about your consumer’s requirements 
  2. Understand your company’s, product’s and brand capabilities
  3. Learn, how your competitor positioning their company or brand
Step 2: Once you’ve done that, you’ll need to pick a positioning statement that:
  1. It will resonate with your consumers
  2. the company or brand deliver their capabilities
  3. It should be different from your competitors

Branding is an essential element of any product or service. A brand provides value for customers and helps them understand what you offer. A brand is also your promise and goal. If a customer knows why they should buy something, they will be more likely to purchase it.

A good way to define a brand position statement is to summarize it into three words. For example, ‘vegan, traditional, and feminine’. Don’t choose generic words like “quality products”, “unique”, or “successful” because these are the aims of every brand.

Step 3: The remaining challenge is then to translate this brand positioning into everything that you do (your brand personality, packaging design, products, services, visual identity design, marketing campaigns, etc).

Brand Positioning Strategy Objectives

Brand positioning strategy objectives are defined by the successful company’s marketing team based on their brand vision and mission statement. It also depends on whether they want to be perceived as a “premium” or “value-based” product.

If you’ve a “premium” product, then you can expect to have higher prices and more features compared to a “value-based” product.

This means that if you’re looking at a specific market share, segment and trying to decide between a premium and a value product, then make sure that you focus on the desired audience first before deciding on the type of product that you should launch.

For example, if you’re launching a new car, then you’d probably want to go with a luxury model instead of a budget version. However, if you’re targeting a specific market segment, say, young professionals, then you may consider going with a budget model since they don’t mind spending less money on a vehicle.

If you’re starting out with a new product or service, then you should start by defining your brand positioning strategy objectives. These objectives help you set clear goals for your brand and also provide direction when creating your brand strategy.

Types of brand positioning strategies

There are many strategies to create customer service positioning statements. A good way to think about this is by creating a “value proposition” statement.

This can be helpful when trying to define your brand or when thinking about how to differentiate yourself from competitors.

It can also help with customer retention. If you have an email list or other contacts, you should include this information when you write your statement. 

Customer Service Positioning Strategies

You’ve probably used a retail store, restaurant, or other service provider because of their customer service at least once before.

Companies in verticals where customers tend to be less attentive to their needs benefit from emphasizing their friendly customer service to stand out. Other companies — with complex products — can highlight their strong customer support systems to attract new clients.

One of the most tangible benefits of this strategy is that good customer service can justify a higher price point for your product or service. For example, Apple’s products come at a high price, but their customer service team is friendly and responsive.

These service interactions are also an important part of the flywheel. An initially unhappy customer might become a promoter if they have an excellent service experience.

Be diligent with this growth hack. If you advertise excellent customer service but don’t deliver, you’ll invite negative reviews, angry tirades, calls to action on social media, and Better Business Bureau complaints.

Here are some examples of customer service positioning strategies:

• High quality products/services

• Value-based pricing

• Great customer support

• Easy online ordering

• Fast delivery time

• Free shipping

Social-Media Positioning Strategies

The best way to position yourself on social media is to use it as another channel to promote your business. Social media allows you to reach a large number of people quickly and easily. You can also engage directly with them through comments, questions, and answers.

The key to using social media effectively is to make sure that your content is relevant to your audience. In addition, you need to monitor what’s being said about your company.

Some businesses choose to post only positive things about themselves. Others will focus on providing useful information. Still others will share their expertise.

If you want to learn more about social media marketing, check out our guide to social media marketing.

Here are some social media positioning strategies:

• Use Facebook ads to target specific audiences

• Create a Twitter account and follow influencers

• Post regular updates on LinkedIn

• Share industry news and tips on Instagram

• Add a blog to your website

• Participate in Q&A forums

• Answer questions on Quora

• Promote your services via YouTube videos

Quality-Based Positioning Strategies

When you’re looking for ways to position your business, consider focusing on your strengths.

For example, if you sell clothing, emphasize your ability to provide great fit. If you sell software, highlight your technical skills. If you sell insurance, talk up your financial strength.

This approach helps you build trust with potential customers by showing them how well you do what you say you do. It also gives you a competitive advantage over competitors who aren’t as focused on quality.

You may find that when you position your business based on its strengths, you end up selling more than you expected.

Here are some quality-based positioning strategies:

• Sell the highest-quality products

• Offer the best customer service

• Provide the fastest turnaround times

• Have the lowest prices

• Deliver the most value

• Be the most reliable

Convenience-Based Positioning Strategies

Many consumers prefer convenience over quality or price. They often buy from companies that offer quick deliveries, easy returns, and free shipping.

These types of businesses tend to be popular among millennials. However, even older generations appreciate these perks.

The challenge for you is to figure out which benefits appeal to your particular demographic.

Here are some convenience-based positioning strategies:

• Offer same day delivery

• Have no minimum order requirements

• Allow customers to return items within 14 days

• Give customers the option to pay with cash

• Have an app available for download

• Accept all major credit cards

• Have a rewards program

• Offers free shipping

Price-Based Positioning Strategies

While many consumers prefer convenience over quality, they’ll still go with businesses that offer lower prices.

In fact, according to research conducted by the University of Michigan, consumers are willing to spend almost twice as much money on goods and services that are priced at least 10% below market average.

So, it’s important that you know exactly what your pricing strategy should be before you start promoting yourself online.

Here are some price-based positioning strategies:​

• Price your product or service at least 10% below competition

• Charge less for high-value products

• Don’t charge extra fees for shipping

• Make sure your prices are clearly visible on your site

• Set a reasonable return policy

Differentiation Strategies

If you want to stand out from other businesses, you need to differentiate yourself.

That means providing unique features or advantages that set you apart from the crowd.

Think about the things that make your company different from others. For example, does your company have specialized training programs? Do you offer a guarantee? Does your company specialize in certain industries?

Once you’ve identified your differentiation points, you can use them to create content that highlights your differences.

Here are some differentiation strategies:

• Create content that shows off your expertise

• Promote your specializations

• Tell stories that show why you’re better than your competition

• Use testimonials to highlight your success

• Include case studies that demonstrate your expertise

Other Positioning Strategies

There are many different strategies for growth hacking. You can position your business as the leader, the original, or the most popular. You can also position yourself as the solution to a widespread problem.

Another way to compare your brand to your competition is to directly compare your product to theirs. You would use direct calls-to-action in your ads to target your competitors and highlight the features of your products that they don’t offer.

When crafting your position for your product or service, be sure to take an in-depth look at your target buyers’ behaviors. Depending on whether they prefer to save, buy quality products, or have the latest gadgets, your branding strategy will be different.

Once you have an idea of which approach you want to use, it’s now time to create a positioning strategy that establishes your brand as friendly, convenient, cheap, or simply better than other brands.

Create a Brand Positioning Strategies

If you want more customers, you have to make sure they can find you. This means improving how you present yourself online. It also means creating a brand positioning strategy so potential customers understand why they should choose you over your competitors.

To help you craft your own brand positioning strategy, here are three questions you should ask yourself:

1. What do I want my customers to think when they hear my name?

2. How can I communicate my value proposition to people who aren’t familiar with me?

3. How can I tell my story to prospective customers?

The answers to these questions will help you determine what kind of image you want to project. They’ll also give you ideas about how you can improve your marketing efforts. 

You can create your brand positioning strategy by following these steps:

Step 1: Determine Your current brand positioning

Before you start creating your brand positioning strategy, you need to know what your current brand positioning is. To figure this out, you need to answer two questions:

What do people say about my company?

How do people describe me?

These questions will help you identify your brand’s strengths and weaknesses. Once you know where you stand, you can begin to build a brand positioning strategy.

Step 2: Create a brand essence chart

A brand essence chart helps you define your brand’s personality and values. The first step in creating one is to brainstorm all of the things that represent your company. Think about everything from your logo to your mission statement. Then write down every word that describes your company.

After you’ve written down all of the words that describe your company, organize them into categories. For example, if you sell clothes, group together all of the words related to clothing. If you’re a restaurant, put together all of the words associated with food.

Now that you’ve created a list of words that describe your company — both positive and negative — you can move on to defining your brand’s personality traits. Personality traits are the characteristics that define your brand’s character. These include things like honesty, friendliness, reliability, and trustworthiness.

Next, add any additional words that describe your company’s personality. You may discover that some of the words you used to describe your company don’t fit well with its personality. In those cases, replace them with new ones.

Once you’ve completed the process of defining your brand’s personality, you can move on to describing your brand’s values. Values are the beliefs that guide your company’s actions. Examples of values could be customer service or quality products.

Once you’ve defined your brand’s personality and its values, you can use the information to create a brand essence chart.

Step 3: Identify your Competitors

If you’re trying to position your business as an alternative to other companies, you’ll need to find out which competitors you have. Start by asking yourself the following question:

Who are my competitors?

This simple question will help you uncover the names of businesses that offer similar services or products as yours.

When you’ve identified your competitors, ask yourself another question:

Which competitor has the strongest brand?

This question will help you understand who your competition thinks they are. It will also show you whether your competitors’ branding strategies work for them. If it doesn’t, then you might want to consider changing your own strategy.


Step 4: Conduct Competitor research

To learn more about how your competitors are doing, conduct a thorough analysis of their websites. Look at their logos, taglines, images, and content. This way, you can get a sense of what makes each company unique.

You should also examine their social media profiles. Are they using Twitter, Facebook, Instagram, Pinterest, and YouTube? How many followers do they have? What types of posts do they post? Do they share news articles, photos, videos, or infographics?

You can also look at their reviews. Find out where customers complain about their products or services. Is there anything specific that bothers them? Why?

Finally, check out their advertising campaigns. What does their marketing strategy entail? Who are their target audiences? What is their overall message?

Step 5: Identify your unique value proposition

The final step in positioning involves creating a clear statement of what sets you apart from your competitors. A unique value proposition (UVP) is a one-sentence description of why people should choose your product over others.

Here’s an example of a UVP: “We provide high-quality home cleaning services.”

Your UVP should answer the questions:

What problem does this solve?

Why would someone buy our product instead of something else?

How will we make money?

How will we differentiate ourselves from our competitors?

Once you’ve answered these questions, write down everything you think needs to go into your UVP.

For example, if you’re a cleaning service provider, you might say:

“Our clients love us because we clean their homes thoroughly without making a mess.”

“Our clients prefer us because we don’t charge extra fees for weekends and holidays.”

“We’re different than other cleaning companies because we focus on providing the best possible service.”

“We’re better than our competitors because we use eco-friendly cleaning solutions.”

“We’re cheaper than our competitors because we don’t charge overtime rates.”

“We’re the only company with a guarantee.”

Remember, every word you include in your UVP must be true. Don’t exaggerate!

Step 6: Build a brand positioning framework

Now that you know what you stand for, it’s time to build a brand positioning framework. Your framework should consist of four components:

Brand promise

Unique selling proposition

Positioning statement

Branding guidelines

A brand promise is a short phrase that describes what your brand stands for. For example, “We provide high-end residential cleaning services.”

A unique selling proposition (USP) is a longer phrase that explains how you’ll deliver on your brand promise. For example, “Our clients love us because our team members are courteous and friendly.”

Step 7: Create your positioning statement

Create your brand positioning statement. It should explain who you are, what you offer, and why people should choose your brand over others. Here’s an example:

“We’re the most trusted name in home cleaning services.”

“We’re known as the best cleaners in town.”

“We’re affordable and reliable.”

“We’re eco-friendly and environmentally conscious.”

“We’re a family business.”

This positioning statement should be easy to understand and memorable. Make sure it includes all three elements of your brand — your brand promise, USP, and positioning statement.

To create your own positioning statement, follow these steps:

1. Write down your brand promise.

2. List your USP.

3. Write down your positioning statement.

4. Check your work by answering the following questions:

Does my positioning statement clearly describe who I am?

Is my positioning statement unique?

Does my positioning statement answer the question, “Why should anyone choose me?”

If not, revise your positioning statement until it answers those questions.


Step 8: Evaluate whether  your positioning work

Your branding efforts have just begun. You now need to evaluate whether or not they worked. To do this, ask yourself the following questions:

Have I created a strong brand promise?

Do I have a clear understanding of what makes my brand unique?

Do I have a good grasp of what customers want from my brand?

Are my positioning statements effective?

If not, revise them until they are. If you answered yes to all three of these questions, congratulations! Now it’s time to move forward.

If any of these questions were no, then it’s time to start working on your next set of branding exercises.

Step 9: Establish an emotional connection with prospects and customers

You’ve done a great job building your brand so far. But there’s one more step before you can start marketing your brand. That step is establishing an emotional connection with your prospects and customers. This means making sure that when they think about your brand, they feel something positive.

Here’s how to establish an emotional connection with your audience:

Make sure your brand promise is believable. A believable brand promise will make your audience feel like they can trust you.

Use words that reflect your brand’s personality. Your brand has a personality, which is reflected in its tone of voice, colors, fonts, logos, taglines, slogans, and even copywriting style.

Use language that reflects your brand’s values. When you use language that reflects your brand values, you show your audience that you care about their needs and wants.

Make sure your brand messaging is consistent across every touchpoint. Every piece of communication that comes out of your company should reinforce your brand promise and communicate your brand values.

Remember, people buy emotionally. They don’t buy products; they buy feelings. So if you want to sell your product, you must first connect with your audience on an emotional level.

Step 10: Reinforce your brand’s differentiating qualities during the sales process

Now that you’ve established an emotional connection with your prospect, it’s time to get serious about selling your product or service. The best way to do this is to emphasize your brand’s differentiating characteristics as part of the sales process. Here’s how:

Ask open-ended questions. Instead of asking closed-ended questions such as “What size shirt would you prefer?”, try asking open-ended questions such as, “Tell me about your business.” Open-ended questions allow you to dig deeper into your customer’s needs and wants.

Use real-time data collection tools. Real-time data collection tools help you understand what your customers really want.

For example, Google Analytics allows you to track where your visitors come from and what pages they visit. You can also create custom audiences based on visitor behavior. These audiences can be used for targeted email campaigns.

Provide value throughout the buying cycle. Throughout the buying cycle, you should provide value to your customers by answering their questions and addressing their concerns. Asking relevant questions helps you build rapport with your customers. And providing them with answers shows that you’re listening to them and are willing to go above and beyond to meet their needs.

Create content that reinforces your brand. Content marketing is an effective method of reinforcing your brand and showing your audience that you care. It’s important to have a variety of types of content (e.g., text, images, video) because each type of content communicates a different message.

I think you need to look at your website more closely. If you haven’t already done so, I’d suggest looking at your site through the eyes of someone who doesn’t know anything about your business. Take some time to review your site and make changes that will improve your conversion rate.

Step 11: Create Value

Once you’ve built trust with your prospects, you’ll be able to convert more leads into paying clients. But before you start cold calling, it’s important to remember that not everyone is going to buy from you. Some may just be too busy to take the time to read through your entire proposal. Others may simply not feel like they need your services.

To increase your chances of closing deals, focus on creating value for your customers. This means making sure that everything you offer is valuable to your target market. In other words, you need to find a balance between giving enough information to satisfy your prospects’ curiosity while keeping things brief enough to avoid boring them.

Here are three ways to create value:

Offer free trials – Free trials give your customers access to your products or services without having to pay up front. They also let you collect data on how well your product works in practice.

Offer discounts – Discounts are another great way to show your customers that you care about their satisfaction. Offering discounts lets you reward loyal customers and encourage new ones to sign up.

Give away something for free – Giving away something for free gives you credibility and increases your social proof. People are more likely to believe that you’re trustworthy if you give them something for nothing.

Step 12. Ensure that customer-facing employee embody

The last step in building customer loyalty is ensuring that all employees represent your brand. This includes hiring people who share your company’s values and culture. It also means training them to interact with customers in a way that makes them feel valued and respected.

A good way to ensure that your employees embody your brand is to train them in your company’s mission statement. Make sure that every employee knows what this statement says and can explain its meaning when interacting with customers.

In addition to training your employees to behave professionally, it’s also important to set clear expectations for how they should act during interactions with customers.

For example, if you want your employees to be friendly but professional, you might tell them to smile and greet customers by name, ask permission before taking pictures, and say “thank you” after receiving a compliment.

Another thing you can do to help your employees embody your brand? Set up regular meetings where employees can discuss any problems they encounter with customers. These meetings allow you to address issues as soon as they arise instead of waiting until there’s a problem.

Evaluating your brand positioning strategy

Brand positioning strategies are all about finding out how customers perceive your products or services. This isn’t just something for marketing departments; they can be used by salespeople too. For example, if you’re trying to decide whether to make your product cheaper or more expensive, customer perceptions could help you determine which way to go.

To evaluate the effectiveness of your brand positioning strategy, look at these factors:

How many customers have expressed interest in your products or services? If your strategy has been effective, you should see an increase in the number of leads you get from online ads and other sources.

Have you received positive feedback from customers? You’ll know that your strategy is working if you receive lots of compliments and testimonials.

Do customers continue to purchase your products or services even though they’ve heard negative comments about your competitors? If so, then your strategy is probably working because you’re keeping your customers satisfied.

If you don’t see any results yet, try changing one aspect of your strategy. For example, if your current strategy focuses on price, try focusing on quality instead. Or if your strategy relies heavily on word-of-mouth advertising, consider investing in paid ads.

If you still aren’t seeing any results, it’s time to change your strategy entirely. Maybe your strategy doesn’t work because you haven’t done enough research into what your target audience wants. Or maybe your strategy isn’t working because you haven’t communicated it clearly enough.

The best brands understand their strengths and weaknesses. They use those insights to build better strategies.

I think you need to take a step back and really analyze why you need to position yourself. It sounds like you have already made some decisions based on your own personal preferences.

I would suggest that you start over and reevaluate your goals. What is it that you want to accomplish? Why does it matter to you? How will this benefit your business? Once you answer these questions, you can begin to develop a plan that makes sense for your company.

Brand Positioning Statement

You have probably heard of brand positioning statements before, but do you really know what they mean? What makes them effective? How can you create your own brand positioning statement?

Branding is the art of creating identity and communication around a company or product. Branding helps businesses build strong relationships with their customers, allowing them to stand out from their competitors.

In order to gain traction in today’s competitive marketplace, companies need to develop a clear brand identity and communicate that message consistently through various channels.

A brand positioning statement (BPS) is a short summary of what a brand stands for. It should include both a clear value proposition and a unique selling proposition. The BPS defines a brand’s purpose, values, vision, mission, and other key attributes that differentiate it from its competitors.

What is Brand Positioning Statement?

What is Brand Positioning Statement?

A brand positioning statement is a short sentence that describes what your company does for customers. This should be written by your CEO to describe your business’s unique selling proposition. The idea is that this single sentence will help you identify who you are, what you do, why you exist, and how you differ from competitors.

Branding is the act of creating a strong identity for a company or organization. Companies spend millions of dollars on branding campaigns. The brand positioning statement (BPS) helps companies define their brand through its visual identity.

A BPS is a written document that defines how a company wants to be perceived by consumers. It can include words such as “unique,” “innovative,” or “experienced.”

Companies often create a BPS before launching a new product or service. It provides them with valuable information that they can use to guide future marketing decisions.

How to create brand positioning statement?

A brand positioning statement describes the unique selling proposition for your company. This statement should be clear and concise, while remaining true to your brand identity. When writing one, keep in mind that it should tell potential customers what your company is all about. The brand positioning statement may include words such as “expert”, “innovator”, “unique” and “best”.

You can follow these steps to create your own brand positioning statements:

1. Write down all the things that make up your company. For example:

– Company name

– Business type

– Product/service

– Location

– Target market

2. Think about what people say about your company. Do they talk about your products and services positively? Or negatively?

3. Create a list of adjectives that describe your company. These could be positive or negative.

4. Choose three adjectives that best represent your company.

5. Combine the three adjectives into one sentence.

6. Repeat steps 4 & 5 until you feel satisfied with the result.

7. Share your brand positioning statement with your team so everyone understands what it means.

8. Use your brand positioning statement when communicating with employees, clients, and potential partners.

9. Update your brand positioning statement periodically.

10. Keep track of any changes to your brand positioning statement.

11. Make sure your brand positioning statement is consistent across all communications platforms.

12. If you have a website, link back to your brand positioning statement using text links.

Brand Statement vs. Brand Tagline

The difference between a brand position statement and a brand tagline is that a brand position statement focuses more on describing the company’s core values and personality. A brand tagline is an attention grabber that summarizes the key features of a product or service.

For example, Apple’s tagline is “Think Different,” which tells us that the company is innovative and different from other tech giants like Microsoft and Google.

Apple’s brand position statement is “We believe technology should work for you, not the other way around.” 

Examples of Brand Positioning Statements

Here are some examples of brand position statements:

Apple: “We believe technology should work FOR YOU, not the other way round.”

Microsoft: “Our mission is to empower every person and organization on earth to achieve more.”

Google: “Organic search is our passion. We don’t just build great products; we focus on making the web better.”

Amazon: “We try to bring you the right thing at the right time.”

McDonalds: “We serve food that makes people happy.”

Sony: “We listen to consumers and deliver entertainment that matters.”

Coca Cola: “Drink Coca-Cola. Refresh yourself. Recharge your life.”

Starbucks: “We believe in the power of great coffee. It fuels curiosity, creativity and camaraderie.”

Nike: “Just do it.”

Samsung: “Leading the next generation of mobile innovation.”

Pepsi: “It takes courage to change the world.”

Sears: “Your home deserves only the best.”

Target: “Expect More. Pay Less. Always Low Prices.”

IBM: “We help companies change the world.”

IBM also has a brand position statement called “We are committed to being the most trusted adviser to our clients and helping them succeed through innovation, collaboration, and leadership.”

What do you think? How would you write your own brand positioning statement?

Examples of Brand Taglines

Here are some examples (taken from Wikipedia) of brand taglines:

AOL: “You’ve got mail.”

Budweiser: “Where beer lives.”

Dell: “Inspire others to be creative.”

Doritos: “Crunchy deliciousness!”

Fedex: “Always on Time. Every Time. All Over The World.”

General Electric: “Powering the future since 1892.”

Intel: “Technology that transforms how the world works.”

Kraft Foods: “Food made fresh daily.”

Lays: “Taste the potato magic.”

Lincoln Financial Group: “Fulfilling America’s promise.”

Microsoft Windows: “Windows. For Work. For Life.”

Motorola: “Connected. Smart. Mobile.”

Nestle: “Deliciously nourishing foods.”

Panera Bread: “Fresh bread. Good coffee. Great friends.”

Procter & Gamble: “To make a better tomorrow. Today.”

Safeway: “The place where dreams come true.”

SpaceX: “Rocket science. Made easy.”

Starbuck: “Refreshing the planet one cup at a time.”

United Airlines: “Fly United.”

Visa: “Accept everywhere.”

Walmart: “Low prices everyday.”

Yahoo!: “Everything you want. Everything you need. Everywhere. Now.”

How would you write your own tagline?

Brand Positioning Map: The Power of Perception

A brand positioning map allows us to see what differentiates our company or product from competitors. It also gives us insight into how we can improve our positioning within each category. This helps us to create a strong brand identity that resonates with potential customers at the point of sale. Here is an example of a brand positioning map for a toy company.

Category: Toys

Positioning: Toy Company

Competitors: Disney, Hasbro, Mattel, Lego, etc.

In this case, the company competes against other big name brands such as Disney, Hasbro, and Mattel. They have chosen not to compete directly against these companies because they feel their target audience is more mature than children under 10 years old.

This toy company wants to appeal to parents who buy toys for their kids. In order to do so, they will offer products that are fun, educational, and safe.

They are trying to establish themselves as the leading provider of quality toys that are both entertaining and educational.

They want to provide toys that encourage creativity, imagination, and problem solving skills in young children.

They want to give parents peace of mind by providing high quality, safe, and durable toys.

They want to develop long-lasting relationships with their customers by offering superior customer service.

They want to become the go-to source for all things related to toys.

Product Features:

• Educational toys

• Fun toys

• Safe toys

• Quality toys

• Durable toys

• Creative toys

• High quality toys

• Innovative toys

• Easy to use toys

• Affordable toys

Brand Positioning Examples

1. Bumble vs. Tinder

After leaving Tinder in 2014, Whitney Wolfe started Bumble, which was positioned as an app for empowering women to take control when meeting new people.

Bumble has expanded beyond its original focus on improving the female user experience, giving users the option of finding friends and professional connections within the app. On the other hand, Tinder focuses on flings rather than relationships.

Bumble’s vs. Tinder’s Positioning Strategy

Bumble started out as an online dating service. But it grew to become a community of women helping each other get ahead in life. Bumble emphasizes the need for all women to speak openly about what works and doesn’t work for them. Its positioning strategy is differentiation.

Tinder is positioned as a leader in online-dating, though the brand does not explicitly identify itself as a leader. Tinder’s positioning strategy relies on its established history and popularity, implying its leadership standing. To emphasize this, the brand highlights its number of users and almost a decade-long history.

2. Starbucks vs. Dunkin

Starbucks and Dunkin’ are competitors, though not direct ones. Both companies offer similar products. Their logos are very similar, and they share many of the same corporate slogans. However, the overall brands are quite distinct. Dunkin’ is based around coffee and donuts, while Starbucks is focused on coffee. The company also offers specialty beverages, including espresso drinks, hot chocolate, and seasonal items.

Starbucks’ vs. Dunkin’s Positioning Strategy

Starbucks’ green and brown are in direct contrast to Dunkin’ Donuts’ bright pink and orange. These contrasting colors show in their strategies as well. While both coffee chains offer customers free Wi-Fi, Starbucks offers unlimited refills while Dunkin’ Donut’s does not. Both companies offer mobile apps that allow customers to place orders online, but Starbucks is the only company to offer a rewards program called My Barista Rewards.

Starbucks’ strategy focuses on quality. Their website says, “We think every cup we brew tastes great because our baristas put the time and effort into crafting an experience for each customer.” This statement emphasizes the importance of quality, not just quantity. The site also says, “A lot goes into brewing a perfect cup of coffee, and we’re proud to share the details with customers.” This statement implies that Starbucks takes pride in sharing information about what they do.

Dunkins focuses on both their leadership in the market and wide-ranging availability. Their strategy puts them at the forefront, offering great value in an easy access environment. “We’re the number one bakery in America,” Dunkin’ states, highlighting how accessible it is to simply stop in for a quick cup of coffee.

3. Spotify vs. Apple Music

Spotify vs. Apple Music has been an ongoing battle since 2015. People love listening to music on their phone, but there isn’t a single app that offers both services. Apple Music has the advantage because its subscription service is free, while Spotify charges users for unlimited access. But Spotify also has benefits like offline playback and cross-platform compatibility. Spotify has more songs than Apple Music, but Apple Music has more subscribers. Both apps are available on Android and iOS devices.

Both Spotify and Apple Music offer streaming music services, but they have very different approaches to making money off of them. Spotify offers free service with advertisements for all users, while Apple Music offers a paid subscription for all users. However, there are many differences in the two companies’ approach to making money off of their services. For example, Spotify allows listeners to download songs for offline listening, while Apple Music does not allow this feature. Also, Spotify offers personalized recommendations to users based on what they listen to, while Apple Music relies more heavily on genre and artist information.

Spotify’s vs. Apple Music’s Positioning Strategy

Spotify’s service is priced similarly to Apple Music. Spotify’s premium plans start at $10 per month while Apple Music starts at $9.99 per month. However, Spotify Premium includes ad-free listening and offline playback. For those looking for an all-inclusive music streaming service, Spotify Premium may not be enough. If you’re looking for personalized recommendations, additional features like song lyrics and artist information, exclusive playlists, and more, Apple Music will likely suit your needs better.

Spotify doesn’t offer all the features Apple Music does, like video and on-screen lyrics, because they’re not profitable enough. Their focus is on free users, who aren’t interested in paying for premium features.

4. Popeyes vs. Chick-Fil-A

Chick-fil-a and popeye’s are both fast food restaurants that serve fried chicken. There is one big difference though. One is about Southern cooking while the other is about fast food. Both are delicious and great choices for lunch. However, the foods offered at each restaurant are very different. Popeyes serves all kinds of traditional dishes while Chick-fil-a offers American fare.

Popeyes vs. Chick-Fil-A Positioning Strategy

Popeye’s Louisiana Kitchen is famous for serving delicious chicken sandwiches and other menu items at affordable prices. However, the company also uses a different marketing strategy compared to its competitors. Rather than advertising its products, the company focuses on providing a great experience for customers. A lot of times, they will offer coupons or freebies for their loyal customers.

Popeye’s isn’t in business to provide outstanding customer experience. On the contrary, it’s about giving customers what they expect at an affordable price. So if you’ve ever wondered why the chicken sandwich at your local Popeyes tastes exactly like every other chicken sandwich that you’ve had before, then it’s because there’s nothing special that sets it apart.

5. Target vs. Walmart

Target and Walmart have both been around for decades. While they both have strong brands, they also each face brand challenges. Target is trying to become an inclusive retailer and attract more shoppers. Walmart is trying to keep its loyal customer base while competing against Amazon.

Target vs. Walmart Positioning Strategy

Walmart has become the most important player in retailing, offering a huge selection of goods at low prices. Walmart also offers excellent customer service. However, Walmart’s success has come at the expense of its image. Many people feel that Walmart is not concerned about its employees or customers, or even its environment. Most stores have poor working conditions and offer substandard services.

There are two main reasons why Target customers go to Walmart instead of Target. First, Walmart offers cheaper prices than Target does. Second, Target stores often have very disorganized aisles. The second reason may not seem like a big deal, but when you’re trying to get your hands on an item quickly, it can really throw off your whole shopping trip if you can’t find what you need.

6. Cashapp vs. Vemmo

Both Cashapp and Venmo are ubiquitous among millennials and Gen Z alike. These companies are synonymous with “I’ll pay back when I get paid,” except with these apps, users know their friends will always keep their word by requesting payment. But while it might seem like an easy decision to pick either platform, there is actually a preference for one over another based on their brand positioning.

Cashapp vs. Venmo Positioning Strategy

CashApp is the simplest way to send money to friends and family anywhere in the world. The app allows you to easily transfer money through your phone number using text messaging. You can also pay bills, split restaurant checks, and even buy gift cards.

Venmo is a peer-to-peer payment platform founded in 2011. Its name comes from the Latin verb venire meaning “come.” Venmo is available for Android, iOS, web, and desktop platforms. Venmo allows users to send and receive money through Facebook Messenger, WhatsApp, Snapchat, Twitter, LinkedIn, and Google Hangouts. It also works with PayPal accounts.

7. Peloton vs. Bowfles VeloCore

Peloton is an American fitness company headquartered in New York City. Founded by serial entrepreneurs Marc Benioff and Scott Magner, Peloton began as a Kickstarter project in 2012. According to figures from research firm NPD Group, the company sold about $50 million worth of subscriptions in 2016. In 2017, Peloton surpassed 1 million subscribers worldwide.

Peloton vs. Bowlfex VeloCore Positioning Strategy

Pelotons brand combines convenience with social marketing strategies to appeal to younger generations with more disposable income to buy products. Peloton stays abreast of trend and offers products that fit the current market needs in real time. The brand keeps a pulse on the market and offers products and services to meet the needs of customers.

Bowflex Velocore is a great fitness equipment brand if you are looking to get started at some basic cardio and strength workouts. If you are looking to get serious about your workout routine, then Peloton might be the right choice for you. However, if you just want to try something new, then Bowflex Velocore may be the perfect fit.

8. Google Meet vs. Zoom

We live in an era of constant connectivity, where virtual meetings and conferences are the norm. Google Meet and Zoom are two well-known platforms that help bring people together virtually. Both of them have their own strengths and weaknesses. Google Meet is great for small groups, while Zoom is best for larger groups. We also need to remember that they’re not always equal. Some businesses prefer using Zoom because it offers features like screen sharing, which allows you to share your desktop with others.

Google Meet vs. Zoom Positioning Strategy

Zoom and Google Meet were two solutions to working remotely. Both had significant traction because of the fact that they were easy to use. While Zoom was the first to market, it didn’t really gain any ground until after the pandemic hit. When the pandemic hit, Zoom became the go-to choice for remote teams to hold video calls. At the same time, Google Meet started gaining traction because it worked on any device.

Integrating your brand positioning in your customer mind

When it comes to developing a successful brand image, it is important to understand the psychology behind why people purchase certain items. Your brand positioning should be integrated into every aspect of your business including your website, social media presence, marketing materials, advertising campaigns, and even employee training programs.

Branding is about creating a unique personality for your brand. You don’t just want to sell stuff; you want to make sure that your customers know exactly what makes your brand special.

Your brand positioning should be reflected in everything you say and do. For example, if you’re selling shoes, you might talk about comfort, style, and affordability. If you’re selling coffee, you could talk about taste, convenience, and value.

Your brand positioning should reflect your core values and beliefs. For example, you may believe that your brand is environmentally friendly, but you wouldn’t necessarily advertise that fact on your Facebook page. Instead, you would focus on promoting your eco-friendly policies and practices.

You need to find ways to differentiate yourself from competitors. This means finding out what sets you apart from your competition. What does your product or service do differently? How can you create an emotional connection between your customers and your brand?

It’s also very important to think about how you can position your brand in the minds of consumers. When someone hears about your brand, what images come to mind? Do those images match up with your brand positioning?

If you’re having trouble coming up with a clear brand positioning statement, consider asking some of your target audience to help define your brand. Ask them what they associate with your brand.

If you’re not sure where to start when defining your brand positioning, here are five questions to ask yourself:

What is my company known for?

What is my company NOT known for?

How will I describe my company to others?

Who am I?

Why should anyone buy from me?

The most common mistake businesses make is failing to properly identify their target market. It’s easy to get caught up in the excitement of starting a new business and forget to take time to really figure out who your ideal clients are.

The best way to determine your target market is by conducting research. Start by looking at your current client base. Who are these customers? Are they buying from other companies like yours? Why aren’t they buying from you?

Once you’ve figured out who your ideal customers are, you’ll have a much better idea of what products and services you should offer.

Next, conduct online searches to see what kinds of websites and blogs are popular among your potential customers. Look for sites that discuss similar topics as your own.


Brand positioning is the process of defining what makes your company unique from others in the market. A well-positioned brand has a clear identity and voice that resonates with consumers. The best brands position themselves as thought leaders and experts in their field. They also create memorable experiences for customers through innovative product design, packaging, and customer service.

Brand positioning is when a company identifies what makes them unique from other competitors. For example, Apple has positioned itself as a high quality product at a reasonable price. This helps customers feel like they are getting something better than other brands.

There are three main types of brand positioning: differentiation, association, and co-opetition. Differentiation means that you create something unique from other competitors. Association means that you associate yourself with a particular group of people. Co-opetition means that you compete against another company for the same market.

Q: How To Create a Successful Brand Positioning Strategy?

A successful branding strategy should be based on a clear understanding of the company’s goals, and the needs of its customers. The goal of a branding strategy is to create a strong identity for a business or organization. This can be done through positioning strategies such as market segmentation, corporate positioning, product positioning, and service positioning. Market segmentation identifies customer groups based on their buying behavior, while corporate positioning focuses on how different parts of a business relate to one another. Product positioning aims at defining what the product or service is, and what benefits it provides. Service positioning is about explaining what the company offers and who they serve. All three concepts must work together to achieve a successful branding strategy.

Q: How to improve brand positioning?

The first step is to understand who your customers are, then determine how they think about your product/service. Once you know this information, you need to decide whether your brand is unique or just another competitor. Finally, make sure your brand stands for something positive for your consumers.

Q: What is a Brand Positioning Statement?

A Brand Positioning Statement helps to define what your company is about, who they are for, and what makes them unique. The Brand Positioning statement should be used across all marketing materials, such as webpages, brochures, ads, etc.

Q: How to Evaluate your Brand Positioning Statement?

To evaluate your brand positioning statement, ask yourself these questions: Who am I targeting? Where do they spend their money? What do they want from me? Is my message consistent with my brand? Does it match up with their expectations? Do I have an identifiable voice that matches my brand? Are there any gaps in my messaging? These are some of the things you should consider when evaluating your brand positioning statement.

Q: How does Brand Positioning differ from Corporate Positioning?

Corporate positioning is concerned with how different parts of a company relate to each other. It’s more focused on the internal structure of a company than on its external image. For example, if a company has several divisions, each division would likely have its own corporate positioning. However, the overall corporate positioning would focus on the company as a whole. On the other hand, brand positioning is more concerned with the external image of a company. It’s focused on how the company presents itself to the world. In fact, many companies use both corporate and brand positioning statements.

Q: How do I write a good Brand Positioning Statement?

Your brand positioning statement should clearly describe your target audience, what your products/services are, and what sets you apart from competitors. Your brand positioning statement should also include a call-to-action (CTA), which tells people exactly what they should do next. A CTA is usually at the end of your branding statement.

Q: Can I Use My Company Name in My Brand Positioning Statement? Why or Why Not?

Yes! You can use your company name in your brand positioning statement. Just remember to keep it short and simple. Make sure your brand positioning statement is clear and concise. Don’t overuse your company name; instead, use it sparingly.

Successfully Position your Brand for Growth [Final Thought]

A brand positioning strategy is the foundation of creating a powerful brand. Successful brands start with an idea. A well thought out branding plan will help define the core value proposition, messaging, and positioning of your product or service. Branding should reflect what sets you apart from your competition as well as your customers’ needs and expectations. A brand positioning strategy helps you create a distinctive identity that communicates why your company exists, what it stands for, and what its products and services mean to consumers.


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