Every business needs to have a clear understanding of brand positioning to stand out, yet it’s often misunderstood or oversimplified.

Brand positioning is how your audience perceives your brand and it’s the cornerstone of relevance, differentiation, and growth. But how do you choose the right strategy?

To simplify, there are seven main types of brand positioning. Each serves a unique purpose and connects with audiences differently. Let’s break it down:

Attribute Positioning

Focus: A product or service’s unique feature.

Example: Tupperware – Durability and reliability.

Benefit Positioning

Focus: Addressing a specific concern or desire.

Example: Sensodyne – The go-to toothpaste for sensitive teeth.

User Positioning

Focus: Targeting specific demographics or psychographics.

Example: Harley-Davidson – Tailored for adventurous, freedom-loving individuals.

Pricing Positioning

Focus: Competitive pricing for cost-sensitive audiences.

Example: Walmart – “Save money. Live better.”

Competition Positioning

Focus: Filling a gap or highlighting competitor flaws.

Example: Pepsi – often positions itself as the youthful, fun alternative to Coca-Cola.

Emotional Positioning

Focus: Building emotional connections with the audience.

Example: Apple – Apple creates an emotional connection by focusing on innovation, simplicity, and empowerment, making customers feel like they're part of something cutting-edge and exclusive.

Quality Positioning

Focus: Superior quality and exclusivity.

Example: Rolex – Premium craftsmanship and luxury.

Tip: Combining Strategies for Maximum Impact

Most brands don’t rely on just one type of positioning they mix and match for a more robust approach. Here’s are some examples:

Emotional + Benefit Positioning

Nike – “Just Do It” inspires motivation (emotion) while highlighting their gear for athletes (benefit).

Attribute + Pricing Positioning

IKEA – Affordable furniture (pricing) with innovative designs and assembly features (attribute).

Quality + Emotional Positioning

Tesla – High-end electric vehicles (quality) paired with a mission to save the planet (emotion).

Positioning your brand isn’t just about standing out it’s about making a real connection by knowing and showcasing your real value. Whether you’re tapping into emotions, showing off your quality, or standing apart from the competition, how you position your brand can shape how people see you. The strategies you choose today will shape how your brand is perceived tomorrow. So, is your brand ready to level up?

💡 Want more? My Insider subscribers get exclusive access to:

• The 4 criteria for selecting the right positioning strategy.

• A 4-step process to refine your brand positioning and stand out.

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