Brand Positioning, what is it?

Evan Barnes
Evan Barnes
November 17, 2023
5 min read

Brand Positioning: Why It Matters and How to Apply It

In the competitive world of marketing, it's essential to stand out from the crowd. And that's where brand positioning comes in. Brand positioning is the art of creating a unique image and reputation for your brand in the minds of your target audience. It's the way in which you differentiate yourself from your competitors and showcase what makes you special.

Why Brand Positioning Matters

Effective brand positioning is essential for any business, as it helps in several ways:

  • Stand out from the competition: With effective brand positioning, your business can differentiate itself from others in the same industry or niche. By creating a unique, compelling brand identity, you can capture the attention of potential customers and stand out in their minds.
  • Attract and retain loyal customers: When you have a strong brand position, you can connect with potential customers on an emotional level. This means that they are more likely to choose your products or services over those of your competitors. Moreover, by creating a positive brand image, you can foster loyalty among your existing customers, who will be more likely to return for repeat business.
  • Increase brand recognition and awareness: With effective brand positioning, you can increase your brand's visibility and recognition. By consistently delivering your brand message across various channels and touchpoints, you can raise awareness of your brand and what it stands for.
  • Drive sales and revenue growth: By building a strong brand position, you can attract more customers, increase repeat business, and generate positive word-of-mouth referrals. This, in turn, can drive sales and revenue growth, helping your business to achieve long-term success.

How to Apply Brand Positioning

To apply brand positioning, you need to take the following key steps:

  1. Know your target audience: Understanding your customers and their needs is crucial in creating a brand positioning strategy that resonates with them. You can do this by conducting market research, analyzing customer feedback, and monitoring industry trends. By having a deep understanding of your target audience, you can tailor your brand positioning to meet their unique needs and preferences.
  2. Identify your unique selling proposition (USP): Your USP is what sets you apart from your competitors. It’s what makes you unique and valuable to your target audience. To identify your USP, you can conduct a competitive analysis, gather customer feedback, and evaluate your brand's strengths and weaknesses. By having a clear understanding of your USP, you can create a brand positioning strategy that highlights your unique value proposition.
  3. Develop a brand personality: Your brand personality is the set of human characteristics associated with your brand. It helps you create an emotional connection with your customers. To develop your brand personality, you can start by defining your brand's core values, tone of voice, and visual identity. By crafting a strong brand personality, you can differentiate your brand from your competitors and build a loyal customer base.
  4. Communicate your brand message: Your brand message should be clear, concise, and consistent across all channels. It should effectively communicate your USP and brand personality. To do this, you can create a brand messaging framework that outlines your key messaging points, tone of voice, and brand story. By communicating your brand message effectively, you can establish a strong brand identity and attract and retain customers.

Comparing and Contrasting 20 Brands with Great Brand Positioning

To gain a better understanding of how brand positioning works and how it can impact a business, let's take a look at some of the most successful brands in the world. These companies have managed to create a strong brand position that resonates with their customers and has helped them achieve long-term success.

  • Apple: Design and Innovation, Innovative and Stylish, $352 billion brand value
  • Nike: Performance and Style, Inspirational and Motivational, 27.4% market share
  • Coca-Cola: Refreshing and Enjoyable, Fun and Classic, $70 billion brand value
  • Amazon: Convenience and Selection, Customer-focused and Efficient, $386 billion revenue in 2020
  • Google: Information and Search, Intelligent and Helpful, 92.5% market share
  • Tesla: Sustainability and Innovation, Futuristic and Innovative, $612 billion market cap
  • McDonald's: Quick and Affordable, Fun and Family-friendly, serves 69 million customers every day
  • Airbnb: Unique and Authentic Travel Experiences, Community-focused and Welcoming, over 7 million listings worldwide
  • Uber: Convenience and Affordability, Innovative and Efficient, over 93 million monthly active users
  • Zara: Fast Fashion, Trendy and Affordable, over 2,000 stores in 96 countries
  • Netflix: Streaming Entertainment, Entertaining and Addictive, over 207 million subscribers worldwide
  • BMW: Luxury and Performance, Sophisticated and Powerful, $41 billion brand value
  • Chanel: Luxury Fashion and Beauty, Elegant and Timeless, $13 billion brand value
  • Spotify: Streaming Music, Personalized and User-friendly, over 356 million monthly active users
  • FedEx: Reliable Shipping and Logistics, Dependable and Efficient, 92% on-time delivery rate
  • Samsung: Innovation and Quality, Innovative and Reliable, $60 billion brand value
  • Airbnb: Unique and Authentic Travel Experiences, Community-focused and Welcoming, over 7 million listings worldwide
  • Toyota: Dependability and Quality, Reliable and Affordable, world's largest car manufacturer
  • Pepsi: Refreshing and Bold, Trendy and Youthful, $18 billion brand value
  • Red Bull: Energy and Performance, Adventurous and Extreme, sold over 7.5 billion cans in 2019

These brands have all successfully differentiated themselves from their competitors by effectively communicating their unique selling proposition and brand personality. As a result, they have built strong brand recognition and loyal customer bases.


Brand positioning is a crucial component of any successful marketing strategy. By identifying your unique selling proposition, developing a brand personality, and effectively communicating your brand message, you can stand out from the competition and attract loyal customers. The brands we've discussed have all done this exceptionally well, and their success is a testament to the power of effective brand positioning.