How to Build a Strong Brand Positioning
Read Article
↓
↓
How to Build a Strong Brand Positioning
There’s a lot of talk in the branding world about positioning, and while it may sound like something you'd do in a yoga class, it’s actually one of the most important things you can do for your brand.
So what is brand positioning, really?
In plain words: it’s how your brand shows up in people’s minds. It’s how you’re remembered, talked about, and (hopefully) loved. And it’s not just about having a nice tagline or cool visuals. It’s about being clear on what you stand for, who you’re for, and why you matter, especially in a world where everyone’s shouting for attention.
Let’s talk about how to build brand positioning that doesn’t just exist, but melts and flows like butter into your brand.
Know Who You Are and Say It Like You Mean It
Before you can position your brand, you need to get super clear on your brand’s core identity. That means knowing your:
Mission (why you exist)
Vision (where you're headed)
Values (what you believe in)
Personality (how you express yourself)
Think of this as your brand’s inner compass. If you're not sure who you are, your audience won’t be either. And if your voice shifts every other week? People will stop listening.
So take time to define your brand’s vibe. Are you playful or poetic? Bold or thoughtful? Techy or earthy? It’s not about picking the right personality, it’s about owning the real one.
Know Who You’re Talking To
You can’t position a brand without knowing who you're positioning it for.
Who are your people? What do they care about? What problems are they facing and how do you fit into their world?
It’s tempting to say “everyone is our audience,” but that’s like casting a fishing net into the ocean and hoping for sushi. Get specific. Get real. Talk to actual customers. Stalk Reddit threads. Lurk in comment sections. The more clearly you understand your audience, the more clearly you can speak to them and for them.
Own What Makes You Different
Now comes the juicy part: your differentiator.
What makes you you? Not just what you do, but how you do it differently.
Do you make beauty products for sensitive skin and sensitive souls? Is your legal startup less “corporate law firm” and more “legal advice that sounds like a human wrote it”?
Whatever your magic is, claim it. Make it the heart of your messaging. Because in a crowded market, sameness is forgettable. Bold clarity? That’s unforgettable.
Find Your Position in the Market
Some people treat brand positioning like a competition. “How do we beat X?” “How do we crush Y?”
But building a strong brand isn’t always about being better. It’s about being clearer. Truer. More resonant.
Instead of thinking, “How do we beat the others?” ask:
Where’s the gap we can fill?
What are people missing?
How can we do this differently, is it with heart, relevance, or simplicity?
When you find that spot, that whitespace, that’s where your brand can grow.
Craft Your Positioning Statement (Without Sounding Like a Robot)
This is the part where most people write a positioning statement that sounds like it came out of a branding textbook, and let’s not do that.
Yes, your statement should answer:
Who you are
Who you serve
What you offer
How you’re different
But you can do it in a way that feels like you. Here’s a made-up example:
“We’re a creative agency that helps bold brands tell better stories, through strategy, design, and ideas that don’t follow the rules.”
Short. Specific. Feels human. The point is, don’t be afraid to add personality.
Be Consistent
Once your brand is positioned, live it. Breathe it. Let it show up in everything you do, from your website copy and packaging to your social media captions and email footers.
Brand positioning isn’t a one-time line you put on a deck. It’s a compass. Let it guide your tone, visuals, decisions, and even your culture.
That said, don’t be afraid to evolve. Growth is great. Just make sure the core of your brand stays rooted in the truth you started with.
So Let Your Brand Positioning Melt Like Butter
At the end of the day, brand positioning is more than a strategy, it’s how you make people feel. It’s saying the right thing, in the right way, to the right people.
And when done right? It melts into everything. Your voice. Your visuals. Your values. It holds everything together, without forcing it. And that’s what makes it unforgettable.
You won’t need to fight for attention. You’ll just naturally stand out.
