What is Positioning?

Positioning is the place a brand occupies in the minds of its target audience relative to competitors. It is the strategic choice of which problem you solve, for whom, and how you do that better than the alternatives. Positioning is the foundation of all marketing.

Why is positioning so important?

Without clear positioning, every marketing message is generic. With sharp positioning you know exactly what your USP is, who your target group is and which tone of voice fits. Positioning makes marketing cheaper because every message is more relevant.

Positioning strategies

On price (“the most affordable”), on quality (“the highest quality”), on niche (“specialist in X”), on service (“the fastest”) or on values (“the most sustainable”). The most successful positioning combines a functional benefit with an emotional dimension.

Positioning and the competitive market

Positioning is always relative: it is about how you differ from the alternatives in the customer’s mind. Analysing competitors with a positioning matrix helps you identify gaps where you can be unique.

Can I change my positioning later?

Yes, but repositioning takes time and investment. Choose deliberately and for the long term.

How do I put my positioning into words?

In a positioning statement: For [target group], [brand] is the [category] that offers [USP] because [proof]. More at developers.google.com/search.