Positioning is the strategic choice of how a brand wants to be understood relative to competitors in the mind of the customer.
Example of Positioning
A provider may position its service around specialized implementation for a defined market. That choice should be supported by relevant capabilities and evidence, rather than simply claiming to be the best at every available service.
Why Positioning matters
It matters because strategy keeps channels from competing with each other. When this concept is clearly defined, the team can connect budget, audience, creative, offer, tracking, and reporting to revenue instead of chasing disconnected metrics.
Related terms
- Value Proposition
- Audience Segmentation
- Unique Selling Proposition
- Buyer Persona
- Campaign Strategy
- Ideal Customer Profile
Frequently Asked Question
What does Positioning mean?
Positioning means the strategic choice of how a brand wants to be understood relative to competitors in the mind of the customer.