- \n
- Brand positioning is the process of defining your brand\u2019s unique value and place in the market \u2014 it\u2019s what sets you apart from competitors and makes you memorable to customers.<\/li>\n\n\n\n
- The benefits of strong brand positioning include increased brand awareness, customer loyalty and competitive differentiation.<\/li>\n\n\n\n
- A brand positioning statement is a concise summary that communicates who your brand serves, what it offers and what its benefit is, backed by proof points that give customers a reason to believe.<\/li>\n\n\n\n
- Key steps for writing a brand positioning statement include understanding your current position, defining your market category, researching competitors and identifying your unique value proposition.<\/li>\n<\/ul>\n\n\n\n
<\/p>\n\n\n\n
What is brand positioning?<\/h2>\n\n\n\n
Brand positioning is a marketing term that refers to the unique value that a brand presents to its customers. It\u2019s a branding<\/a> strategy that conveys your value proposition \u2014 what do you stand for, what sets you apart from others and why should customers choose you?<\/p>\n\n\n\n
Think of it as the story you tell that connects your brand to a clear benefit or value \u2014 whether that\u2019s quality, innovation, affordability or something unique to what you offer \u2014 so customers instantly recognize why they should choose your brand over the others out there.<\/em><\/p>\n\n\n\n
<\/p>\n\n\n
\n![\"Brand](\"https:\/\/res.cloudinary.com\/vistaprint\/images\/w_1024,h_1024,c_fill,g_auto\/f_auto,q_auto\/v1731061473\/ideas-and-advice-prod\/blogadmin\/Brochure-for-a-health-food-brand\/Brochure-for-a-health-food-brand.png?_i=AA\")
<\/figure>\n<\/div>\n\n\nSource: Brand positioning in a <\/em>brochure<\/em><\/a> via VistaPrint<\/em><\/p>\n\n\n\n
<\/p>\n\n\n\n
For example, think about Volvo. They\u2019ve positioned themselves as the “safety-first” car brand and so that\u2019s what customers immediately think of when they see a Volvo. Some other solid brand positioning examples include Nike, which is all about empowerment and athletic performance \u2014 its tagline “Just Do It” has the power to instantly motivate.<\/p>\n\n\n\n
Why is brand positioning important?<\/h2>\n\n\n\n
When done right, brand positioning makes brands memorable, relevant and resilient. Effective brand positioning:<\/p>\n\n\n\n
- \n
- Clarifies a brand\u2019s unique value, making it easy for customers to see why they should choose you<\/li>\n\n\n\n
- Helps build brand awareness<\/a> and brand recognition<\/a><\/li>\n\n\n\n
- Differentiates a brand from the competition<\/li>\n\n\n\n
- Boosts customer loyalty<\/li>\n\n\n\n
- Offers more control over how a brand is perceived<\/li>\n\n\n\n
- Enhances pricing power <\/li>\n\n\n\n
- Creates resilience in market fluctuations<\/li>\n\n\n\n
- Guides consistent marketing, where all communications reinforce the same message<\/li>\n\n\n\n
- Expands growth opportunities and market share<\/li>\n<\/ul>\n\n\n\n
<\/p>\n\n\n
\n![\"Loyal](\"https:\/\/res.cloudinary.com\/vistaprint\/images\/w_1024,h_1024,c_fill,g_auto\/f_auto,q_auto\/v1731061481\/ideas-and-advice-prod\/blogadmin\/Loyal-customers-holding-a-branded-water-bottle\/Loyal-customers-holding-a-branded-water-bottle.png?_i=AA\")
<\/figure>\n<\/div>\n\n\nSource: Loyal customers holding a <\/em>branded water bottle<\/em><\/a> via VistaPrint<\/em><\/p>\n\n\n\n
<\/p>\n\n\n\n
How can you position your brand?<\/h2>\n\n\n\n
Brand positioning runs through every part of your business, building brand consistency<\/a> and shaping your marketing mix<\/a>. It steers product development and sets the tone for customer service so that every interaction reflects what your brand stands for. It shows up in your packaging<\/a>, marketing materials<\/a> and online presence, keeping each touchpoint true to your brand identity<\/a>.<\/p>\n\n\n\n
<\/p>\n\n\n
\n![\"A](\"https:\/\/res.cloudinary.com\/vistaprint\/images\/w_1024,h_768,c_scale\/f_auto,q_auto\/v1731061696\/ideas-and-advice-prod\/blogadmin\/A-sticker-with-instructions-on-a-takeaway-box\/A-sticker-with-instructions-on-a-takeaway-box.png?_i=AA\")
<\/figure>\n<\/div>\n\n\nSource: Brand positioning strategy reflected in <\/em>product packaging<\/em><\/a> via VistaPrint<\/em><\/p>\n\n\n\n
<\/p>\n\n\n\n
In physical retail spaces, brand positioning is at play in storefront and in-store design<\/a> and atmosphere. It influences how employees are trained and which partnerships are formed, ensuring that your team and collaborators reinforce your brand\u2019s position.<\/p>\n\n\n\n
\n \n\n\n\n\n![\"Storefront](\"https:\/\/res.cloudinary.com\/vistaprint\/images\/w_600,h_600,c_scale\/f_auto,q_auto\/v1731061190\/ideas-and-advice-prod\/blogadmin\/Storefront-design-with-custom-flags\/Storefront-design-with-custom-flags.png?_i=AA\")
<\/div>\n \n \nSource: Storefront design with <\/em>custom flags<\/em><\/a> via VistaPrint<\/em><\/p>\n <\/div>\n <\/div>\n
\n\n![\"Team](\"https:\/\/res.cloudinary.com\/vistaprint\/images\/w_600,h_600,c_scale\/f_auto,q_auto\/v1731061200\/ideas-and-advice-prod\/blogadmin\/Team-of-employees_27551413ab\/Team-of-employees_27551413ab.png?_i=AA\")
<\/div>\n \n \nSource: Team of employees in branded T-shirts via VistaPrint<\/em><\/p>\n <\/div>\n <\/div>\n <\/div>\n
<\/div>\n<\/div>\n <\/div>\n <\/div>\n<\/section>\n\n\n\n<\/p>\n\n\n\n
But where does brand positioning start? It all begins with a brand positioning statement<\/strong>.<\/p>\n\n\n\n
What is a brand positioning statement?<\/h2>\n\n\n\n
\n \n\n\n Tip <\/div>\n\nA brand positioning statement is a clear, concise description of how a brand wants to be perceived by its target audience. It articulates the unique value a brand offers and the reasons customers should choose it over competitors.<\/p>\n <\/div>\n <\/div>\n <\/div>\n<\/section>\n\n\n\n
<\/p>\n\n\n
\n![\"A](\"https:\/\/res.cloudinary.com\/vistaprint\/images\/w_1024,h_1024,c_fill,g_auto\/f_auto,q_auto\/v1731061714\/ideas-and-advice-prod\/blogadmin\/A-brochure-with-a-brand-positioning-statement\/A-brochure-with-a-brand-positioning-statement.png?_i=AA\")
<\/figure>\n<\/div>\n\n\nSource: Brand positioning statement on a <\/em>brochure<\/em><\/a> via VistaPrint<\/em><\/p>\n\n\n\n
<\/p>\n\n\n\n
How to write a brand positioning statement<\/h2>\n\n\n\n
Before we jump into the steps, let\u2019s look at the foundation of every strong brand positioning statement \u2014 the 3 C\u2019s of brand positioning<\/strong>.<\/p>\n\n\n\n
<\/p>\n\n\n\n
What are the 3 C’s of brand positioning? <\/h3>\n\n\n\n
- \n
- Customer:<\/strong> Who is your target market and what are their needs, desires and pain points?<\/li>\n\n\n\n
- Competitor:<\/strong> What do your competitors offer and where are the gaps or opportunities for your brand to stand out?<\/li>\n\n\n\n
- Company:<\/strong> What unique products, services or benefits does your business bring to the table?<\/li>\n<\/ul>\n\n\n\n
<\/p>\n\n\n\n
Knowing who your customers are<\/strong> and what they care about helps you craft a message that genuinely resonates. Looking at your competitors<\/strong> helps to figure out what sets your brand apart. And understanding your value, strengths<\/strong> and benefits<\/strong> helps to craft a brand promise you can actually deliver.<\/p>\n\n\n\n
With these in mind, writing a brand positioning statement becomes a lot more straightforward \u2014 and way more effective. While the process may vary depending on factors like brand size, mission or market, the core elements of a strong brand positioning statement remain consistent.<\/p>\n\n\n\n
<\/p>\n\n\n\n
Step 1: Know who your target market is<\/h3>\n\n\n\n
Before crafting a brand positioning statement, you need to know exactly where your brand stands right now in your customers’ eyes. But who are your customers?<\/p>\n\n\n\n
<\/p>\n\n\n
\n![\"Gym](\"https:\/\/res.cloudinary.com\/vistaprint\/images\/w_1920,h_1080,c_scale\/f_auto,q_auto\/v1731061993\/ideas-and-advice-prod\/blogadmin\/Gym-Sisters-target-customers-wearing-branded-T-shirts\/Gym-Sisters-target-customers-wearing-branded-T-shirts.png?_i=AA\")
<\/figure>\n<\/div>\n\n\nSource: Gym Sisters target customers wearing <\/em>branded T-shirts<\/em><\/a> via VistaPrint<\/em><\/p>\n\n\n\n
<\/p>\n\n\n\n
Start by narrowing down who your target customers are<\/a>. Go beyond basics like age and location and dig into demographics<\/strong> (income and lifestyle) and psychographics<\/strong> (values, interests, buying behaviors). Are you targeting eco-conscious young adults or busy professionals who value efficiency and reliability? <\/em>Knowing your audience inside and out helps align your brand message with what matters to them.<\/p>\n\n\n\n
<\/p>\n\n\n\n
\n \n\n\n Tip <\/div>\n\nUse platforms like HubSpot or Xtensio to build detailed customer persona<\/a> profiles based on your findings.<\/p>\n <\/div>\n <\/div>\n <\/div>\n<\/section>\n\n\n\n
<\/p>\n\n\n\n
Step 2: Understand your current brand position<\/h3>\n\n\n\n
Once you\u2019ve identified your audience, gather data on how they perceive your brand. This will reveal the strengths and potential gaps in your current positioning. Gather this information by:<\/p>\n\n\n\n
- \n
- Running targeted customer surveys<\/li>\n\n\n\n
- Reading and listening to online reviews and testimonials<\/li>\n\n\n\n
- Using social listening tools, like Sprout Social or Hootsuite<\/li>\n\n\n\n
- Measuring loyalty with NPS (Net Promoter Score)<\/li>\n<\/ul>\n\n\n\n
<\/p>\n\n\n
\n![\"Review](\"https:\/\/res.cloudinary.com\/vistaprint\/images\/w_1600,h_1200,c_scale\/f_auto,q_auto\/v1731062008\/ideas-and-advice-prod\/blogadmin\/banner-Vistaprint-business-cards-with-reviews\/banner-Vistaprint-business-cards-with-reviews.png?_i=AA\")
<\/figure>\n<\/div>\n\n\nSource: A review of VistaPrint\u2019s <\/em>business card<\/em><\/a> printing services via VistaPrint<\/em><\/p>\n\n\n\n
<\/p>\n\n\n\n
By now, you should have a clear idea of who your customers are, what they think about your brand and the strengths or gaps in your current brand position. This brand research<\/a> increases the chances of your brand positioning statement resonating with your target audience.<\/p>\n\n\n\n
<\/p>\n\n\n\n
Step 3: Define the market category<\/h3>\n\n\n\n
Start with the broad industry you\u2019re in, then narrow it down to your specific area. For example, within the food industry, are you focusing on organic snacks, gourmet sauces or affordable meal kits? The more specific you are, the easier it is for customers to understand exactly what your brand offers.<\/p>\n\n\n\n
<\/p>\n\n\n\n
\n \n\n\n Tip <\/div>\n\nUse tools like Statista or Google Trends for trending terms and emerging customer needs in your market category.<\/p>\n <\/div>\n <\/div>\n <\/div>\n<\/section>\n\n\n\n
<\/p>\n\n\n\n
Then, use feedback from the second step to see how your customers categorize your brand. Their perspective might reveal whether your brand positioning aligns with their view \u2014 or point out a niche you hadn\u2019t considered. Finally, sum up your market category in one clear, simple sentence. This will serve as a quick reference for your brand positioning statement.<\/p>\n\n\n\n
Example:<\/strong> \u201cWe\u2019re a budget-friendly tech brand specializing in high-quality, user-friendly electronics for everyday use.\u201d<\/em><\/p>\n\n\n\n
<\/p>\n\n\n\n
Step 4: Identify competitors and conduct research<\/h3>\n\n\n\n
Now that you\u2019ve defined your market category, it\u2019s time to zoom in on the competition. Analyzing competitors gives you insight into their brand positioning strategies, helping you to understand how yours differs and what makes your brand unique. <\/p>\n\n\n\n
First, make a list of your competitors<\/strong> (both direct and indirect). Don\u2019t limit your research to just the businesses in your niche. Check out adjacent market categories for brand positioning ideas. For example, if you\u2019re an eco-friendly beauty brand, explore how other sustainable brands (like green cleaning products or vegan meal kits) are positioning themselves. This can help you spot gaps or fresh angles within your market space.<\/p>\n\n\n\n
<\/p>\n\n\n\n
\n \n\n\n Tip <\/div>\n\nUse tools like SEMrush or SimilarWeb to see who ranks in your market space, and look out for emerging players who might be testing innovative angles.<\/p>\n <\/div>\n <\/div>\n <\/div>\n<\/section>\n\n\n\n
<\/p>\n\n\n\n
- Competitor:<\/strong> What do your competitors offer and where are the gaps or opportunities for your brand to stand out?<\/li>\n\n\n\n
![\"A](\"https:\/\/res.cloudinary.com\/vistaprint\/images\/w_2000,h_1278,c_scale\/f_auto,q_auto\/v1731062263\/ideas-and-advice-prod\/blogadmin\/A-word-cloud-related-to-graphic-design\/A-word-cloud-related-to-graphic-design.jpg?_i=AA\")
<\/figure>\n<\/div>\n\n\n![\"A](\"https:\/\/res.cloudinary.com\/vistaprint\/images\/w_1024,h_832,c_scale\/f_auto,q_auto\/v1731062297\/ideas-and-advice-prod\/blogadmin\/Window-vinyl-\/Window-vinyl-.png?_i=AA\")
<\/figure>\n<\/div>\n\n\n![\"Branded](\"https:\/\/res.cloudinary.com\/vistaprint\/images\/w_1024,h_557,c_scale\/f_auto,q_auto\/v1731062339\/ideas-and-advice-prod\/blogadmin\/Branded-signage\/Branded-signage.png?_i=AA\")
<\/figure>\n<\/div>\n\n\n