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How Do I Position My Brand in the Market?

Greg Swanson

Brand positioning is how your business is perceived in the minds of your ideal customers. A strong brand positioning strategy helps you stand out from competitors, attract loyal customers, and increase your value in the marketplace.

Short Answer: You can position your brand by defining your unique value, identifying your audience, analyzing competitors, and consistently delivering your message across all touchpoints.

Understand Your Audience

Start with Research: Use surveys, interviews, or analytics to understand your audience’s problems, preferences, and language.
Create Buyer Personas: Define who you’re targeting—age, profession, values, and pain points.

Analyze the Competition

Study Their Positioning: Look at how other brands describe themselves and who they target.
Identify Gaps: What do customers want that no one is offering? That’s your opportunity.

Clarify Your Unique Value

Focus on Differentiation: What do you do better or differently? Faster? Friendlier? More affordable?
Write a Positioning Statement: Clearly state who you serve, what you offer, and why you’re the best choice.

Align Your Brand Elements

Consistent Messaging: Make sure your tagline, visuals, and content all support your positioning.
Train Your Team: Everyone in your company should understand and communicate the brand consistently.

Test and Refine Over Time

Get Feedback: Ask your customers what they think of your brand and adjust if needed.
Stay Flexible: As your market evolves, so should your positioning strategy.

Your brand’s position is the story people tell about you. A clear, focused brand positioning strategy gives customers a reason to choose you over others. When your message matches your audience's needs, your brand grows stronger—and more profitable.

Updated: June 30, 2025

What is a brand positioning strategy?

A brand positioning strategy defines how you want your brand to be seen by your target market in relation to competitors.

Why is brand positioning important for small businesses?

It helps differentiate your offerings, attract ideal customers, and build a stronger identity in a crowded market.

How do I know if my brand positioning is working?

You’ll see better engagement, customer retention, and alignment between your messaging and your audience’s needs.

Can I change my brand positioning later?

Yes, brands often refine their positioning as they grow or shift their offerings to stay competitive.