Brand Positioning: What Is It and Why Is It Important?

Brand positioning is a marketing strategy created to establish their brand identity, while referring to the unique value that the brand presents to customers. When a company wants to position themselves in a certain way and convey their value proposition, they use brand positioning for a customer to pick them over their many competitors.


A brand positioning statement is the internal summary that companies use to promote the value their brand brings to a target market. When creating a brand positioning statement, it is imperative to consider the following questions: 


  • Who is your target customer or demographic?
  • What is your category or niche in which your product or service lives?
  • What are some benefits of your service/product?


Once you have the answers to these questions, companies that can demonstrate a clear value proposition can set themselves apart from the competition and gain awareness in the eyes of the customer. 


How do you create a brand positioning statement?

Considering the size, mission statement, and niche of your company/brand, there are a few ways you can curate a brand positioning statement. By determining your unique value proposition and comparing it to the competitors, you can begin to understand how you can be set apart. By focusing on what you offer to your target market, you create an impactful strategy that position your brand above the others. 


Why is brand positioning important?

Brand positioning is important to showcase the way to share the value your brand brings to customers. This can be done both internally and externally, when a brand positioning statement and various marketing strategies work in conjunction. One example of this working well is Dove body care products. Dove focuses on real women and their natural beauty; their brand positioning reflects this by emphasizing the way women can embrace their natural beauty through using their products. Various marketing campaigns also position Dove to be a leader in the beauty sphere in an impactful way.