Definition
The place a brand occupies in the customer's mind relative to alternatives: who it's for, which category it competes in and what its relevant difference is.
In practice
Formula: for [audience], [brand] is the [category] that [difference], because [proof]. If the sentence stays true with the competitor's name, it's not positioning.
Brand strategy & naming
Positioning, value proposition, brand platform and name — the map before the drawing.
Related terms
Keep reading
What we learn by doing.
What is branding — and why your company needs it before advertising
Branding is not a logo. It's the reason someone chooses you — and remembers.
Naming: how to choose a company or product name (without regrets)
A good name survives the Google search, the phone pronunciation and the trademark filing.
Brand positioning: how to define yours in one sentence
For [audience], [brand] is the [category] that [difference], because [proof]. Fill in and test.
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