Brand Positioning

We've all heard someone say, "That's a really well-positioned brand!" But what does that really mean? Let’s take a quick bite of brand positioning to uncover the truth about creating a lasting impact.

The Positioning Paradox: Location, Location, Location

A common misconception is that a "well-positioned" brand equates to significant market share or a strong reputation. But positioning isn't about magnitude; it's about occupying a strategic location in the consumer's mind.

In music, it's not about playing loud, it's about playing the right notes, with the right timing, in the right key, for the right audience. In chess, a single pawn, strategically placed, can be more powerful and instrumental to victory, than both rooks stuck at the back of the board.

The Essence of Brand Positioning

Brand positioning is a deliberate effort to design a company's offerings and reputation to occupy a distinct and advantageous place in the target consumer's mind. Effective positioning is critical in today's over-communicated and product-saturated world. It helps customers understand the real differences among competing products and creates a distinctive brand image. Some experts believe product positioning is so central that it should be considered a core element of a company's mission and business model. If you’ve built your company to thrive on efficiency, volume & scale, then producing, distributing and selling tightly-niched luxury products, will most definitely play against your company’s ability to perform.

Brand Schizophrenia: When Positioning Goes Wrong

Imagine a brand attempting to be everything to everyone: offering luxury products at discount prices, promising cutting-edge innovation while touting traditional values, and targeting both teenagers and retirees. This lack of focus, cohesion and consistency leads to "brand schizophrenia," a state of confusion that alienates customers and undermines business. It's hard to trust a brand that seems to have a split personality!

A better example of brand schizophrenia can be found with a car brand such as Jaguar. After the company re-branded itself with an out-of-character, silly ad and a strange new visual identity, it became an easy target for critics. It's difficult for consumers to reconcile Jaguar's British heritage of understated elegance with a new brand direction that favors a more flamboyant image.

The Pillars of Positioning: Differentiation and Relevance

So, how do you avoid this fate? By focusing on two key elements: differentiation and relevance. Your brand must stand out from the competition while remaining relevant to your target audience.

Positioning Done Right: Three Inspiring Examples

1. Nike has masterfully positioned itself as more than just an athletic shoe company. They sell the idea of athletic achievement, empowerment, and pushing boundaries. Nike leverages storytelling to convey its brand message effectively. They share stories of athletes and everyday people pursuing their passions, resonating with a wide audience and consistent with the brand's commitment to empowerment, inclusivity and -yes- triumph. The brand name itself is drawn from Greek mythology: Nike is the Greek Goddess of Victory, central to their positioning and brand promise.

2. Dove has carved out a unique position in the personal care market by focusing on natural and real beauty. Their brand positioning strategy emphasizes how all women can embrace their authentic selves through their products. The brand leverages emotional appeals to resonate with its target audience, emphasizing themes of beauty, body positivity, inclusivity, and empowerment. Dove owns the 'real beauty' space, so much so that other brands immediately appear to be followers or disingenuous when they try to enter it.

3. Iron Maiden: In an ever-changing music industry, Iron Maiden has remained remarkably true to themselves, their craft, their values, and their fans. Regardless of trends, Iron Maiden continues to produce long, complex songs that demand high engagement from their audience. They haven't changed their core hard rock/heavy metal sound, rebellious values, image, or mascot. This authenticity and consistency has udoubtedly contributed to their legendary status.

Making Tough Choices: The Trade-Offs

Effective brand positioning often requires making difficult choices. It means focusing on a specific target audience, even if it means alienating others. It means prioritizing certain values and benefits, even if it means sacrificing others. But these trade-offs are essential for creating a strong, clear, and compelling brand identity. For more on this, make sure to read ‘The Marketing Fork in the Road’, available on the archives of Marketing MindBites.

Is Your Brand a GPS or Just a Map?

Ultimately, brand positioning isn't just about creating a map of the market landscape; it's about building a GPS for your customers, guiding them directly to your brand. It's about defining your unique location in the hearts and minds of your audience.

So, the question is: Does your brand tell people where you are, or just what you are?

References

• Chen, Tianxiang. "A study on Nike’s digital marketing strategy based on the 4Ps theory and analysis of competitiveness maintenance methods" (Chen, 2024).

• Editorial Team. "Nike Branding Strategy 2025: A Case Study" (2024).

• "Exclusive Marketing Strategies Of Nike" (Exclusive Marketing Strategies Of Nike, 2025).

• Schaefer, Mark. "In defense of Jaguar (I think I’m the only one)" (Schaefer, 2024).

• Tobaccowala, Rishad, and Valerie K. Jones. "To Thrive in Today’s Marketing Landscape, Embrace Schizophrenia!" (Tobaccowala & Jones, 2018).