What is Brand Positioning: The Definitive Guide with 4 Examples

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The definition of brand positioning : The space your brand occupies in the minds of the public and the market. Essentially, what differentiates your brand from other competitors and how customers perceive that difference.

A strong brand's positioning encompasses a wide range of elements, including (but not limited to) its name, visual identity, and price. These elements are woven into a narrative that forms the brand's message, which can be used by teams from marketing and sales to customer operations.


Creating targeted and consistent messages is key to turning customers into lifelong fans.


Furthermore, having an effective and trustworthy brand image has competitive advantages. A recent Edelman survey found that 81% of respondents need to trust a brand before purchasing something from it. Today, trust is fundamental to almost everyone's purchasing decisions, transcending generations and income levels.


Let's use two hypothetical software products as an example.

Product A is made by an established brand that offers B2B spam database companies a way to automate digital marketing activities through API integrations .


Product B offers a no-code solution for connecting applications without having to build them from scratch.

No-code triggers don't require an engineer to implement and will save the company time setting up automations. The brand that makes Product B can use this reasoning to market it as an efficient and easy-to-use automation tool that doesn't require a specialist. This creates points of difference between them and their competitors (Product A and similar solutions), highlighting the value to the customer immediately and giving Product B a unique platform to build trust.



5 elements of a correct brand positioning strategy
Now that we've covered the definition of brand positioning, what is a brand positioning strategy? Effective brand positioning strategies encompass elements such as brand image and pricing. Ultimately, it separates your product from your competitors.