What is brand positioning?

Introduction

Brand positioning isn’t just about being seen—it’s about being remembered. Simply put, brand positioning is how your brand carves out a distinct space in the minds of your audience, setting you apart from competitors. A well-positioned brand attracts the right customers, builds trust,, fuels long-term growth and maintains relationships.

But what exactly does brand positioning mean in practice? How do you craft a strategy that works? And what are some real-world examples of brands that have nailed it?

By the end of this article, my goal is to leave you with the knowledge to clarify your brand’s position and build a business you can be proud of. You know, the kind that people not only recognize—but choose, time and time again, and refer their friends and colleagues?

Alright, let’s get into it with a deep dive definition.
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What is brand positioning in marketing and business?

At its core, brand positioning is the strategy behind influencing how people perceive your brand. It defines what makes you different and why customers should care.

Think of it this way: If your brand walked into a crowded room, how would people describe it? Would they remember it? Would they trust it? That’s positioning in action.

Take a moment to think of a brand name. Any one will do. What comes up for you? Now, as best you can, translate those feelings or associations into words (we’ll revisit this in the section about examples of brand positioning).

So, what does brand positioning have to do with you?

In marketing, brand positioning is about crafting messaging, visuals, and experiences that communicate your unique value. In business, brand positioning is a key driver of growth, shaping how your company falls within a crowded marketplace and works to stand out.

A strong brand position answers these essential questions:

• Who are you serving? (Target audience)
• What makes you different? (Competitive advantage)
• Why should people care? (Emotional connection)

Without clear positioning, your brand risks blending into the noise—just another option among many. With it, you create a brand that people trust, remember, and choose.
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But why is brand positioning important?

Brand positioning isn’t just a marketing exercise—though it sometimes can feel like it. Instead, brand positioning is actually a business necessity, and often . In today’s saturated marketplace, consumers are bombarded with choices. If your brand doesn’t have a clear, compelling position, potential customers will move on to one that does.

While we already covered this in an over-arching sense, here’s a bit more on why a strong brand position matters:

1. It helps you stand out

Competition is fierce, no matter your industry. A well-defined brand position cuts through the noise and makes you instantly recognizable.

Take the coaching industry, for example—right now, it feels oversaturated. There are business coaches, mindset coaches, wellness coaches, and everyone in between. Successful coaches differentiate themselves with clear positioning. They define their target audience, methods, and unique value. This attracts ideal clients, leading to organic growth instead of constant client chasing.

2. It builds trust and loyalty

People buy from brands they feel connected to. A clear position helps create meaningful relationships with customers, leading to long-term loyalty.

Last week, while visiting family in Fort Myers, I forgot my sunscreen—a crisis for my very Irish/Scottish/Norwegian skin. At Walgreens, faced with 20+ options, I didn’t hesitate. Hawaiian Tropic is my go-to (thanks to my mum always bringing it on family vacation’s), so I grabbed it and was out the door in minutes. That’s the power of brand loyalty.

3. It increases your value (and boosts repeat sales)

When a brand is positioned well, people are willing to pay more for it. Think of how Apple commands premium pricing—not because it has the cheapest products, but because of the strong brand perception it has built.

Full transparency: I’m fully locked into the Apple ecosystem—I just counted, and I own six Apple products. Why? Because I know I’m paying for sleek design, seamless integration, and an effortless user experience. Even with a higher price tag, I stick with Apple because the value is there. That’s the power of strong brand positioning—it keeps customers coming back. Do you do the same with any brands?

4. It drives growth

When your brand is positioned well, marketing becomes easier, conversions happen faster, and growth feels natural. The right customers find you—because they know exactly what you stand for and thus, your following, your profits, and your spirits, grow.

But if you don’t define your brand position, the market will do it for you—and you may not like the result.

So, how do you take control of your positioning and shape how customers see you? Let’s break it down.
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Types of Brand Positioning Strategies (with examples)

There’s no single way to position a brand, but successful companies and independent business owners utilize one or a hybrid mix of these distinct strategies. Here are some of the most common ways businesses carve out a competitive edge:

1. Price-based positioning

Brands that compete on price focus on being the most affordable option in their industry. This works well for companies like Walmart or Costco, which have both built its entire identity around offering everyday low prices for the average consumer.

2. Quality or luxury positioning

Some brands take the opposite approach, positioning themselves as premium, high-quality, or exclusive. Rolex, for example, doesn’t sell watches—it sells prestige. Emirates (oh, how I dream of flying you one day) literally encourages it’s guests to “fly better” with an unmatched travel experience. And who could argue that the Four Seasons doesn’t offer the most luxurious getaways across the globe (any ‘The White Lotus’ fans in the house?).

3. Niche positioning

Niche brands thrive by serving a serving a specific, well-defined audience and dominating that space. These brands don’t try to appeal to everyone—instead, they carve out a unique spot in the market and build a loyal community around it. 

When I was at university in Boston, my friends and I loved stopping by Newbury Street to grab Lush Cosmetics, which appeals to eco-conscious buyers looking for skincare that’s vegetarian and cruelty free.

Bombas is a fun (yet somewhat pricey) comfort-focused sock and apparel brand with a mission to help those in need. Bombas doesn’t just sell socks—they sell a mission that their customers co-sign to help donate one pair for every pair purchased. Its social impact has made it a favorite among conscious consumers.

4. Innovation and technology positioning

Some brands define themselves by being on the cutting edge of technology, consistently pushing boundaries and setting new industry standards. These brands don’t just follow trends—they create them.

Logitech has positioned itself as a leader in high-performance computer accessories, from gaming gear to ergonomic work solutions. Their focus on design, sustainability, and tech-driven enhancements has made them a go-to for professionals and gamers alike.

At home, Dyson has built its brand on innovation, constantly reengineering household products like vacuums, air purifiers, and hair dryers. Their commitment to design, technology, and problem-solving makes them a leader in high-performance home appliances.

5. Customer experience positioning

For some brands, differentiate themselves not by price or product innovation, but by delivering exceptional, values-driven customer experiences. These companies prioritize trust, inclusivity, sustainability, and community, ensuring their customers feel valued at every touchpoint.

Disney isn’t just about movies—it’s about creating magical, immersive experiences that transport people into their favorite stories. Everything from its theme parks to its branding reinforces this identity.

Warby Parker revolutionized the eyewear industry with its at-home try-on program, making it easier and more inclusive for people to access affordable, stylish glasses. Their commitment to social good includes donating millions of pairs to those in need. (I even have their blue-light glasses, even though I’m not entirely sure if they actually work, ha!)

Ben & Jerry’s isn’t just about delicious flavors—it’s about social activism, fair trade ingredients, and environmental responsibility. From supporting climate action to advocating for social justice, their customer experience goes beyond ice cream, fostering a community that aligns with their values.

Remember: your brand doesn’t have to fit neatly into one category—you may blend elements from multiple strategies. Sometimes it’s your own unique mix that truy allows you to stand out, too. The key is to own your position and be consistent.

Oftentimes your brand position will very easily inspire and inform your overall identity, messaging, and visual elements used to create the landscape in which your brand exists.

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How to Position Your Brand Effectively

Want a streamlined checklist for positioning your brand? I’ve got you covered. Whether you’re a small retail business or a solo entrepreneur building the plane as you fly it (am I right?), here’s how to craft a brand position that sets you apart:

For Small Businesses

If you’re a small business, start by defining your niche, crafting a clear value proposition, and ensuring your branding and messaging are consistent across every touchpoint. A strong brand position will help you stand out, attract the right customers, and build long-term loyalty.

Brand positioning checklist for small businesses

• Find Your Niche – Who do you serve best? The more specific, the better.
• Craft a Unique Value Proposition (UVP) – What makes you different?
• Be Consistent – Your messaging, visuals, and experience should align.

For Solo Entrepreneurs

If you’re a solo entrepreneur, lean into what makes you unique. Your story is your superpower—use it. Establish your authority through thought leadership, and refine your messaging so your audience instantly understands who you help and how. The clearer your positioning, the more magnetic your brand will become.

Brand positioning checklist for entrepreneurs

• Leverage Personal Branding – Your story is your superpower.
• Share Thought Leadership – Position yourself as an expert in your field.
• Clarify Your Messaging – Be clear about who you help and how.

The more focused and intentional your brand positioning is, the stronger your brand will become.
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How to measure, improve, and reposition your brand

Brand positioning isn’t static—it needs to evolve. One of my brand mentors, the late Alina Wheeler, said it best:

“To be successful, brand builders need to stick to the basics, stay calm on the roller coaster of relentless change, and seize every opportunity to be the brand of choice” (Designing Brand Identity, 5th Edition, 2018)

Your brand isn’t something you set once and forget. Markets shift, competitors adapt, and customer expectations evolve—so should your brand positioning.

Here’s how to assess whether your brand is still hitting the mark:

• Customer Feedback – Are people describing your brand the way you intend?
• Competitive Analysis – Are you standing out or starting to blend in?
• SEO & Search Rankings – Are you being found for the right keywords?
• Engagement & Conversions – Is your messaging actually resonating with your audience?

If these questions leave you unsure—or worse, with answers that don’t align with your vision—it may be time to reposition. That could mean refining your messaging or, in some cases, undergoing a full rebrand to better reflect your business today.

Consistently evaluating and refining your brand positioning isn’t just smart—it’s essential to staying relevant, competitive, and the brand of choice.
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Final Thoughts

Brand positioning isn’t just about what you sell—it’s about what you stand for and how people remember you. Whether you’re the next Ben or Jerry fighting for people and planet, an innovator like Dyson redefining everyday products, or a small business carving out your own niche, positioning is what sets you apart.

We’ve seen how brands like Warby Parker make eyewear accessible, how Disney makes dreams a reality, and how Aesop transforms skincare into a luxury experience. Their secret? 

Clarity, consistency, and confidence in their positioning.

Now, it’s your turn.

Get crystal clear on your niche, value, and message—and stick to it. The more intentional you are about positioning yourself, the more powerful your brand will become.

You’ve got this! And if you need support, I’m here for ya.