biz-brand-positioning
Brand Positioning
Overview
Brand positioning defines the distinct place a brand occupies in the target customer's mind relative to competitors. It combines a positioning statement (verbal), a perceptual map (visual), and brand personality (emotional). Positioning is the bridge between STP (who to target) and execution (how to communicate).
When to Use
Trigger conditions:
- User creating or refreshing a brand identity
- User needs to differentiate from competitors
- User asks "what makes us different?" or "how do customers perceive us?"
- User's brand feels generic or unfocused
When NOT to use:
- For market segmentation → use STP first (positioning comes after targeting)
- For tactical marketing mix → use 4P/7P
- For product feature decisions → use Value Proposition Canvas or JTBD
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