Positioning & Brand
Branding is often associated with logos and guidelines—visuals, tone, and style—but really it’s a holistic concept that encompasses a company’s public facing element
Kira Klaas • What Do We Mean By "Brand"?
Positioning is the act of deliberately defining how you are the best at something that a defined market cares a lot about.
April Dunford • Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It
Branding makes up all the spoken and unspoken signals about who you serve, how you operate, and how you’re different from everything else out there. All together, that’s the brand.
Kira Klaas • What Do We Mean By "Brand"?
Great positioning takes into account all of the following: The customer’s point of view on the problem you solve and the alternative ways of solving that problem. The ways you are uniquely different from those alternatives and why that’s meaningful for customers. The characteristics of a potential customer that really values what you can uniquely d
... See moreApril Dunford • Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It
You have a brand (e.g. perceptions, associations, a reputation) whether you’re building it with intention or not.
Kira Klaas • What Do We Mean By "Brand"?
Just a moment...
The essence of positioning is sacrifice. You must be willing to give up something in order to establish that unique position.
Jack Trout • Positioning: The Battle for Your Mind
Think of narratives as a layering process:
- Start with your value propositions to clarify what makes your brand unique.
- Map these to relevant CEPs to anchor your messaging in real buying situations.
- Use consistent themes and stories to build memory links that stick.
More than (key)words: A better approach content strategy for 2025 and beyond
Good value propositions are specific, defensible, and rooted in your audience’s reality. Think beyond product specs. What’s the human impact? How does it make someone’s job easier, their results better, or their life more manageable?