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What is brand positioning?

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Quick answer

Brand positioning is how a company defines where its brand stands in customers' minds compared to competitors. It's the distinct place and meaning a brand owns — like 'the safest car' or 'the simplest tool' — that shapes why people choose it.

Key things to understand

  1. It's the distinct space a brand occupies in customers' minds.
  2. It sets a brand apart from competitors.
  3. It's built around a clear, valued difference.
  4. Strong positioning guides messaging and design.

People also ask

What is brand positioning?
How a brand defines its unique place and meaning in customers' minds relative to competitors.
Why is brand positioning important?
It gives people a clear reason to choose you over alternatives, guiding all marketing.
What's an example of brand positioning?
A car brand owning 'safety', or a phone brand owning 'simple, premium design'.