New brands, products and services are constantly being launched everywhere. As a brand, this makes it particularly challenging but absolutely necessary to occupy a unique position in the market in order to connect with your target group.

With a well thought-out brand positioning, you help your (potential) customer discover your brand and perceive it the way you want. If you do this well, then as a brand you are able to direct and control the associations the target group makes with your brand. You can even ensure that the customer makes a certain association only with your brand.

How to determine your brand positioning?

The first step towards concrete brand positioning is to define the identity behind your brand and what sets your brand apart from the competition:

Who are your competitors and how do they position themselves?
How does your brand compare to the competition?

During this thinking exercise, you also reflect on the direction you want your brand to go and what your medium- and long-term goals are. This process is part of your brand strategy and creates insights to then determine what position you want to take and claim as a brand:

What is the core of your brand? What is its genesis?
Why do customers choose your brand?
What are your USPs?
What are your brand's dreams for the future?

The sharper you set your brand positioning and make all additional actions, the easier you make it for your target group to perceive your brand correctly.

How do you define your brand positioning?

The outcome of the competitive analysis and internal thinking exercise is reflected in the brand manifesto, followed by the brand story. By concretising and describing your why, how and what, you help all your brand owners communicate your brand positioning clearly and logically. If they consistently check every branding and marketing action they undertake against your brand positioning, your brand will remain distinct and unique.

Let's build your brand