Brand Positioning
Last updated: March 2025
Definition
The specific space your brand occupies in your customer's mind relative to competitors. Not what you say about yourself. What they think when they hear your name. Good positioning is narrow and opinionated: 'the cold email tool for agencies' not 'the all-in-one communication platform.'
Why It Matters
Broad positioning attracts nobody because it speaks to everybody. Narrow positioning attracts the exact customers who will pay more, stay longer, and refer others. It also makes every marketing decision easier because you know exactly who you're talking to and what you're saying.
How to Improve
- Define who you're for in one sentence. If the sentence could describe three competitors, it's not specific enough.
- Name your category explicitly. If people can't categorize you in their mind, they can't remember you.
- Choose one or two attributes to own. You can't be the fastest, cheapest, and most premium simultaneously.
- Test your positioning by asking five customers to describe what you do. If their answers differ wildly, your positioning is unclear.