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