
…t inside their heads and hearts. What occasions or events in their lives motivate them to purchase? What problems or challenges do they need solutions for? What are their behaviors and habits? Who influences their buying decisions? Where do they look and who do they turn to for validation?
How your customers think and feel about your brand influences which products they’ll buy. While product positioning focuses on servicing the immediate needs of customers (e.g., I need brownie mix because today was the worst, and these brownies better be chewy, chocolaty, organic, and affordable), brand positioning gets into their feelings (e.g., Duncan Hines reminds me of my childhood when my dad would bake brownies on Sunday).