The Problem with Brand Positioning
Brand positioning is one of those terms that gets thrown around so much it’s lost its meaning. Depending on who you ask, it could be about messaging, category strategy, competitive differentiation, or even just a tagline. And in some ways, that’s the problem—when brand positioning is defined too broadly, it becomes vague, diluted, and ultimately ineffective.
If positioning is supposed to be the key to standing out, why do so many brands end up sounding the same?
What is Brand Positioning?
Brand positioning is about owning a space in the customer’s mind. It’s the process of defining what your brand stands for, how it’s perceived, and why people should choose you over competitors. This isn’t just about having a clever tagline or a unique product feature—real brand positioning goes deeper. It defines the enduring identity of a business, not just what it sells today.
Effective brand positioning requires making choices and sacrifices—this is the essence of strategy. You can’t be all things to all people, or you’ll fade into the background as white noise. A clear and deliberate positioning sharpens your brand and its messaging, making it distinctive and meaningful. Brands that try to appeal to everyone often end up appealing to no one.
Brand Positioning vs. Product Positioning
- Many businesses confuse brand positioning with product positioning, but they serve different purposes:
Brand positioning is the long-term, strategic foundation that defines who you are and what space you occupy in the market. It’s built on your vision, mission, and values, and it remains consistent over time. - Product positioning is about defining the value of an individual product—why it matters, how it solves a problem, and why it’s different from alternatives. It can shift based on competitive landscape, features, and pricing, but should always align with the overarching brand positioning.
Think of Apple. Their brand positioning is built on innovation, design, and premium experience. But their product positioning varies—whether it’s the iPhone, MacBook, or Apple Watch, each product is positioned differently while reinforcing Apple’s core brand identity.
How to Position a Brand Effectively
Without a clear definition of who you are, brand positioning becomes guesswork. That’s why strong brand positioning starts with a foundation:
- Vision – Sets the long-term ambition and direction.
- Mission – Defines what you do and why you do it.
- Values – Shape how you behave and what you stand for.
When these elements are clear, positioning becomes an act of clarity and commitment—not an exercise in spin.
The Cost of Getting Positioning Wrong
Many brands fall into the trap of trying to position themselves around what’s trending or what their competitors are doing. This leads to weak, interchangeable brands that lack a true identity. If your positioning isn’t anchored in a deeper foundation, it will be inconsistent, forgettable, and easy to undermine.
The most successful brands build positioning from the inside out—defining who they are first, then ensuring the world sees them that way.
Brand Positioning Strategy: Key Takeaways
- Positioning is not just about differentiation—it’s about owning a space in the customer’s mind.
- Strong positioning is built on a foundation of vision, mission, and values.
- Brand positioning and product positioning are different but should work together.
- Effective brand positioning makes your brand distinct, memorable, and meaningful.
- Trying to be everything to everyone leads to weak, forgettable positioning.
Need Help Defining Your Brand Positioning?
If you’re struggling to articulate your positioning, the first step isn’t to rewrite your tagline—it’s to go deeper. Clarify your brand’s foundations and ensure your positioning is an honest reflection of who you are.
Want to talk about making your brand positioning work? Let’s chat. Schedule a call now. It’s never too late to start.