What do others think of you, and what do you want them to think?
These are the essential questions that form the foundation of a solid brand strategy. Answering them will help you build a roadmap toward achieving your ideal brand positioning. In our Anatomy of a Brand series, we delve into the importance of defining your brand position.
Brand positioning: know your roots
Most businesses have a clear idea of their target audience, but connecting with that audience effectively is another matter entirely. The biggest challenges arise when what you believe your brand represents and what customers perceive start to diverge.
Where are you now?
A brand survey is a great starting point to gauge your current position. For a quick-and-easy version, ask your employees: “What do we stand for? What do we offer?” If you get a variety of answers, chances are your customers are equally unclear.
If you’re a new business, begin by researching your market sector. Understand who does what, and identify gaps where you could carve out your niche.
Find or strengthen your position
Once you understand your starting point, it’s time to assess your competitors. What do you offer that they don’t? What do you do better? These insights will form the backbone of your brand positioning.
Do you:
Offer premium quality or cater to budget-conscious shoppers?
Provide a unique product or experience?
Focus on bulk purchases or perks like free delivery?
Clarifying your unique selling points (USPs) helps you determine where your brand should sit to resonate with your ideal customer.
Take the example of Waitrose vs. Aldi. Customers don’t expect the same experience from both because each has positioned itself at opposite ends of the market. However, their offerings are crystal clear, and their brand elements—from messaging to visuals—are tailored to reinforce that position. Your brand should aim for this level of clarity with concise and comprehensive brand guidelines.
Build brand equity with strong positioning
Strong brand positioning is about creating an emotional connection with your audience. Your brand must solve a problem, fulfil a need, or, better yet, inspire desire.
Why do countless 10-year-olds dream of owning an iPhone? They don’t need one—they want one. Apple has achieved the holy grail of brand positioning: inspiring passion and loyalty while generating excitement for what’s next.
Apple’s journey started in the 1990s, positioning itself as the go-to provider for creative industries with intuitive, aesthetically pleasing products. By the time the iPhone launched, Apple had extended this ethos to the mainstream, offering functionality wrapped in sleek design. The result? An emotional connection that has only grown stronger.
When perception and position don’t align
If your positioning doesn’t match how customers perceive your brand, it can hinder your success. The longer this gap persists, the harder it is to close.
A lesson from Sunny Delight
In the 1990s, Sunny Delight marketed itself as a healthy alternative to colas, despite containing only 5% fruit juice. It worked—for a while. The brand climbed to third in the best-selling drinks market. But when reports surfaced of a child turning yellow after drinking too much, sales plummeted.
Despite attempts to rebrand and even boost the juice content to 70%, the damage was done. Sunny Delight couldn’t shake its outdated reputation and has nearly disappeared from shelves.
The takeaway? Misaligned positioning can leave a lasting impression. Address discrepancies early and decisively to maintain trust and relevance.
Conclusion
Defining your brand position is more than a marketing exercise; it’s the foundation for building trust, loyalty, and long-term success. Whether you’re uncovering a new niche or reinforcing your place in the market, clarity and alignment are key.
Finding and retaining good positioning can be challenging but it really does pay dividends. Identify, connect and review periodically to gain and maintain a healthy position to support the long-term growth of your brand. Let us guide you.
An extension of your team
Threerooms, a multi-award-winning branding agency, has dedicated over 20 years to optimising brands and helping businesses stand out and succeed. Whether crafting new brands or refining established ones, our team is committed to delivering brand transformation tailored to help you reach your goals.
