Definition: Brand Positioning

Brand positioning describes the point of differentiation for a brand that sets it apart from other brands in the space. You could have two brands, with two very similar products.

Take Tinder and Bumble. Both dating apps target single people. Yet even though their product offering is similar, they each have a distinct position on love. Tinder believes that love can start from a one night stand, and that’s its message. Bumble, on the other hand, believes that women should make the first move – both in romantic relationships, but also in friendships and careers.

One clear message is better than multiple unclear ones.

The reason brands need a strong positioning is that we forget how fickle and distracted the consumer marketplace is. It's so difficult to get one message across, and basically impossible to get multiple messages across (“our product is great for this, or that, or another thing”).

if you’ve got a clear positioning, one that communicates your unique offering – especially in a crowded market – it will get right to the heart of your customer’s needs. And your brand will stand out.

To build a great brand, you have to be focused. Find what sets your business apart from the crowd, and stick with it.