Brand Positioning

Positioning is a tool for communicating the value proposition. It includes the elements of the value proposition that marketers choose to communicate to a specific target segment at a particular time. It articulates what makes the brand credible, relevant and differentiated in the eyes of its target audience.

Why it matters:

  • Specifies the elements critical to effective communications.
  • Forms the basis for message development.
  • Unlike Brand Identity and Value Proposition, Positioning is set in the competitive context and is specifies what the brand needs to displacing (where volume is sourced) to win.
  • Since the competitive landscape is dynamic, most positionings last 12-18 months, and should be revisited regularly.

Frameworks for developing and evaluating positioning alternatives:

Positioning Development Matrix 

  Option 1 Option 2 Option 3
Frame of Reference      
Key Benefit      
Proof Point #1      
Proof Point #2      


Positioning Option Evaluation

Evaluation Criteria Option 1 Option 2 Option 3

Customer Resonance-
Does the positioning offer benefits that customers want and value?

Strategic Fit - 
How well is the positioning aligned with the company’s business and brand strategy and goals?
Differentiation -
How unique and distinctive is the positioning from the competition?
Do customers feel the positioning is believable based on the brand’s history, current image and value proposition?
Total Score