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Our Top 10 Tips on Brand Positioning
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In an overcrowded market, simply having a great product or service isn’t enough, you need to own a distinct place in your customers’ minds. That’s where brand positioning comes in. The way consumers perceive your brand compared to competitors influences whether they choose you, stay loyal, or forget you entirely.
But positioning is often confused with brand identity. While they’re closely related, they are not the same. Brand identity is how you present yourself - the logo, colors, and messaging you use. Brand positioning is about how your audience perceives you and what makes you stand out.
In this article, we’ll explore 10 actionable tips to refine your brand positioning, ensuring that your brand doesn’t just exist in the market but dominates its space.
What is brand positioning?
“ Brand positioning is the strategic process of defining how your brand is perceived in the minds of consumers. It’s about carving out a unique space in the market and ensuring that when people think about a product or service in your category, your brand stands out for the right reasons. ”
A well-positioned brand creates a strong association with specific values, qualities, or emotions. Think of Volvo - when people hear the name, they immediately think of safety. That’s not by accident; it’s the result of decades of strategic messaging, product development, and marketing efforts reinforcing this positioning.
How is brand positioning different from brand identity?
It’s easy to confuse brand positioning with brand identity, but they serve different purposes:
| Brand Positioning | Brand Identity |
|---|---|
| Defines your unique place in the market | Expresses your brand visually and verbally |
| Shapes consumer perception | Shapes how your brand looks, sounds, and feels |
| Involves strategy, differentiation, and messaging | Includes logos, colors, typography, and tone of voice |
| Example: Tesla positions itself as an innovative, sustainable car brand | Example: Tesla’s clean, minimalist branding and futuristic product design |
Both elements work together: your positioning defines what makes you different, while your identity communicates it through design, language, and experience.
For example, Apple and Samsung both sell premium smartphones (brand identity), but their positioning is different. Apple focuses on innovation, simplicity, and exclusivity, while Samsung leans into cutting-edge technology and customisation.
Read on to discover actionable tips to help you craft a brand positioning strategy that sets you apart from the competition.
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1. Know your audience better than they know themselves
Strong brand positioning starts with a deep understanding of your target audience. If you don’t know exactly who you’re speaking to, your message will lack clarity and impact.
Top tip:
Instead of trying to appeal to everyone, focus on a specific audience segment that aligns with your brand’s strengths. Define key characteristics such as demographics, values, pain points, and purchasing behaviors.
Example:
Nike, for example, doesn’t just sell sportswear, it positions itself as a brand for those striving for greatness, whether they’re elite athletes or everyday fitness enthusiasts. Its tagline, ‘Just Do It’, taps into the mindset of ambition and determination, making the brand universally aspirational.
By understanding your audience’s motivations, you can position your brand as the best choice for their needs.
2. Identify your unique value proposition (UVP)
Your brand positioning is only as strong as the unique value you bring to the market. If customers don’t immediately understand why they should choose you over competitors, your brand will struggle to stand out.
Top tip:
Instead of competing on price or features alone, define what makes your brand truly different. Your UVP should highlight a benefit that competitors can’t easily replicate, whether it’s innovation, quality, sustainability, or an exclusive experience.
Example:
Tesla isn’t just another car manufacturer, with its electronic cars it positions itself as a leader in sustainable innovation. While other luxury car brands focus on speed or comfort, Tesla’s brand positioning is built around cutting-edge electric technology and environmental responsibility.
A well-defined UVP ensures that your brand occupies a clear and memorable place in the market.
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3. Analyse competitors (but don’t copy them)
Understanding your competition is essential for positioning your brand effectively. If you don’t know how other brands are positioning themselves, you risk blending in, or worse, competing in a space that’s already crowded.
Top tip:
Instead of mimicking successful competitors, identify gaps in the market where your brand can stand out. Look at their messaging, target audience, and key differentiators, then position yourself in a way that offers something new or better.
Example:
Lush, the handmade cosmetics brand, entered a highly competitive beauty industry but carved out its own niche by focusing on ethical sourcing, sustainability, and cruelty-free practices. While other brands emphasised luxury or affordability, Lush positioned itself around fresh, handmade, and eco-conscious products, creating a loyal customer base that aligns with its values.
A strong positioning strategy isn’t about being the best - it’s about being different in a way that matters to your audience.
4. Craft a clear and compelling positioning statement
A strong brand positioning statement acts as a guide for all your messaging. It defines how you want your audience to perceive your brand and ensures consistency across marketing, sales, and customer interactions.
Top tip:
Keep your positioning statement concise and specific. Your positioning statement should answer three key questions:
- Who is your target audience?
- What category or industry does your brand operate in?
- What makes your brand unique or better than competitors?
This helps ensure that your brand’s value is instantly clear.
Example:
Amazon's positioning vision is to be ‘Earth's most customer-centric company’. This reflects its commitment to providing unparalleled customer satisfaction through a vast selection of products, competitive pricing, and exceptional convenience.
A well-defined positioning statement helps your brand stay focused, memorable, and differentiated in a crowded market.
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5. Align your messaging with your positioning
Your brand positioning should be reinforced through every interaction customers have with your business. If your messaging is inconsistent, it creates confusion and weakens your position in the market.
Top tip:
Ensure that your website, ads, social media, and customer service all reflect your brand’s positioning. Use a consistent tone, storytelling approach, and key messages to reinforce how you want your brand to be perceived.
Example:
Patagonia’s brand positioning is built around environmental responsibility and sustainable outdoor gear. This message is consistently reinforced through:
- Product descriptions that emphasise ethical sourcing
- Marketing campaigns focused on environmental activism
- A commitment to repairing, not just selling, outdoor clothing
When brands maintain consistent messaging across all channels, they build trust, strengthen their market position, and create a clear, lasting impression in the minds of consumers.
6. Leverage emotional branding
Consumers don’t just buy products, they buy into feelings, values, and experiences. The most successful brands create an emotional connection with their audience, making their positioning more powerful and memorable.
Top tip:
Identify the core emotion you want your brand to evoke, whether it’s excitement, trust, nostalgia, or empowerment. Then, weave that emotion into your branding, messaging, and customer interactions.
Example:
Apple doesn’t just position itself as a tech company, it connects with consumers through innovation, creativity, and a sense of exclusivity. Its marketing focuses on the idea that owning an Apple product is about self-expression and thinking differently, rather than just using technology.
In contrast, Microsoft focuses on productivity, reliability, and functionality. While Apple’s brand positioning is about inspiring creativity, Microsoft’s positioning is built around efficiency and empowering businesses. Both are successful, but Apple’s emotional branding fosters a more aspirational connection with its audience.
Brands that successfully tap into emotions create stronger customer loyalty and differentiate themselves in ways that go beyond price or features.
7. Choose the right market positioning strategy
Every brand needs a clear and intentional strategy for how it positions itself in the market. Choosing the right approach ensures that your brand stands out and appeals to the right audience.
Top tip:
There are several types of market positioning strategies, and selecting the right one depends on your industry, target audience, and competitive landscape. Some common approaches include:
- Price-based positioning: Competing on affordability (eg. Walmart’s focus on low prices)
- Luxury-based positioning: Emphasising exclusivity and premium quality (eg. Rolex)
- Niche positioning: Targeting a highly specific audience segment (eg. Glossier’s appeal to millennial beauty consumers)
- Innovation-led positioning: Standing out through cutting-edge technology (eg. Tesla)
- Customer service positioning: Competing by offering the best customer experience (eg. Amazon)
Example:
Dollar Shave Club disrupted the razor industry by positioning itself against premium-priced brands like Gillette. Instead of competing on product quality alone, it used a price-based and convenience-driven positioning strategy, offering an affordable subscription model with a playful brand personality. This unique positioning helped it quickly gain market share and redefine the category.
Choosing the right strategy ensures that your brand is memorable, competitive, and relevant to your audience.
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8. Communicate consistently across every touchpoint
Brand positioning isn’t just about what you say, it’s about how consistently you say it. If your messaging, visuals, and customer experience don’t align, your brand’s position in the market will become unclear.
Top tip:
Every interaction a customer has with your brand should reinforce the same core message and values. From your website and ads to customer service and packaging, ensure that your tone, design, and messaging stay consistent.
Example:
Red Bull’s brand positioning is built around energy, action, and extreme sports. This is reinforced across all touchpoints:
- Sponsoring adrenaline-fueled events like cliff diving and Formula 1
- Using high-energy visuals and short, punchy messaging in advertising
- Maintaining an informal and adventurous brand tone across social media
When a brand’s messaging remains consistent, it strengthens recognition, builds trust, and ensures that customers associate it with the right positioning.
9. Monitor and adapt your positioning over time
Brand positioning isn’t static, it needs to evolve with market trends, consumer preferences, and competitive shifts. A positioning strategy that worked five years ago may not be as effective today.
Top tip:
Regularly assess your brand’s positioning by gathering customer feedback, tracking market trends, and analysing competitors. If your audience’s needs change or new competitors emerge, be prepared to refine your messaging and strategy.
Example:
Netflix originally positioned itself as a DVD rental service, competing with Blockbuster. As consumer behavior shifted toward streaming, it adapted its positioning to become a global leader in on-demand entertainment. Had Netflix stuck to its original positioning, it would have met a similar fate to Blockbuster.
Brands that stay responsive to changes in their industry maintain relevance and strengthen their position in the long term.
10. Turn customers into brand advocates
A strong brand positioning strategy doesn’t just attract customers, it turns them into loyal advocates who actively promote your brand. Word-of-mouth marketing and customer recommendations can be more powerful than any advertising campaign.
Top tip:
Encourage customers to engage with and talk about your brand. This can be done through referral programs, user-generated content, loyalty rewards, or exceptional customer service. A brand with passionate advocates reinforces its positioning and strengthens credibility.
Example:
Peloton positioned itself as not just a fitness brand, but a movement. Through interactive classes, social engagement, and leaderboards, it fostered a strong community where users motivate each other. This sense of belonging has turned Peloton users into active brand advocates who promote the experience organically.
When customers identify strongly with your brand’s positioning, they become your most valuable marketing asset.
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How Greenly can help your company
Regardless of your brand’s positioning, one thing is clear, consumers increasingly care about the sustainability of the brands they engage with. Companies that integrate sustainability into their business strategy not only meet regulatory expectations but also strengthen their positioning as responsible, forward-thinking brands.
At Greenly, we help businesses take real action on sustainability by providing:
- Comprehensive carbon tracking: Measure and monitor your company’s carbon footprint across Scope 1, 2, and 3 emissions.
- Tailored action plans: Identify specific ways to reduce emissions while maintaining business efficiency.
- Sustainable supply chain solutions: Ensure your brand aligns with sustainability expectations by working with low-impact suppliers.
- Regulatory compliance support: Stay ahead of environmental regulations and build credibility with transparent sustainability reporting.
Integrating carbon management into your brand strategy isn’t just good for the planet, it’s a key differentiator in today’s market.
Want to learn how Greenly can help strengthen your brand’s positioning through sustainability? Get in touch with us today.
Sources:
- Forbes, Branding Vs. Positioning—And How To Seamlessly Blend Them, https://www.forbes.com/councils/forbesagencycouncil/2023/09/13/branding-vs-positioning-and-how-to-seamlessly-blend-them/
- Forbes, What Brand Positioning Is And Why It’s Important For Your Business, https://www.forbes.com/councils/theyec/2022/01/14/what-brand-positioning-is-and-why-its-important-for-your-business/
- Branding Compass, Value Proposition: What it is and why it’s helpful, https://brandingcompass.com/unique-value-proposition-uvp/value-proposition-what-it-is-and-why-its-helpful/
- Harvard Business School Business Insights, Crafting the Perfect Brand Positioning Statement, https://online.hbs.edu/blog/post/brand-positioning-statement
- Greenly, Greenhouse gas emissions Scopes 1,2 and 3, https://greenly.earth/en-us/blog/company-guide/greenhouse-gas-emissions-scopes-1-2-and-3
- Greenly, Electric cars: are they really ecological?, https://greenly.earth/en-us/blog/ecology-news/electric-cars-are-they-really-ecological
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