Brand Positioning

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Scott D. Clary

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Scott D. Clary

8 min readJul 3, 2024

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The Only Brand Positioning Playbook You’ll Ever Need

Let’s talk about brand positioning.

I know, I know — it sounds like fluffy marketing jargon.

But hear me out.

For entrepreneurs who are serious about building category-defining businesses, this isn’t just a “nice to have.”

It’s a non-negotiable.

Think of brand positioning as your strategic compass.

It’s the guiding star that helps you navigate the choppy waters of the market, making sure you’re not just another fish in the sea.

When done right, it’s the difference between being a commodity and commanding a premium.

Why Brand Positioning Matters More Than Ever

The world is noisier than ever.

Your customers are bombarded with information and options.

If you don’t have a clear, differentiated position in their minds, you’re essentially invisible.

But it’s not just about standing out.

It’s about:

Attracting the right customers: The ones who value what you offer and are willing to pay for it.
Building a loyal tribe: People who become advocates for your brand, spreading your message organically.
Creating a moat: A defensible position in the market that makes it harder for competitors to copy you.

In short, it’s about building a brand that people love, trust, and can’t live without.

The Brand Positioning Playbook: Beyond the Basics

We’re not talking about creating a catchy tagline or designing a pretty logo.

This is about digging deep into the DNA of your business and understanding what makes you truly unique.

It’s about identifying:

Your North Star: What are you ultimately trying to achieve?
Your Ideal Customer: Who are you serving and what are their deepest needs?
Your Unique Value Proposition: What do you offer that no one else can?
Your Brand Essence: What are the core values and beliefs that drive everything you do?

Once you have clarity on these elements, you can start to craft a compelling brand story that resonates with your audience.

The Power of Storytelling

Why are stories so important? (I’ll touch on this more later), but in short, we humans are wired for stories.

It’s how we make sense of the world and connect with others.

Your brand story is the narrative that explains who you are, what you do, and why it matters.

But it’s not just about telling a good story.

It’s about creating a story that people want to be a part of.

A story that inspires them, motivates them, and makes them feel like they belong.

This is where the magic happens.

The Brand Positioning Matrix: Your Strategic Map

But before we dive into stories, let’s start off here.

The Brand Positioning Matrix.

The Brand Positioning Matrix is a simple yet powerful tool that can help you visualize the competitive landscape and identify the sweet spot where your brand can thrive.

Here’s how it works:

X-Axis: Price. This represents the range of prices your target customers are willing to pay. On the left, you have low-cost options, and on the right, premium offerings.
Y-Axis: Value Proposition. This represents the unique benefits your brand offers to customers. At the bottom, you have basic features and functions, while the top represents the most differentiated and valuable offerings.

By plotting your competitors and your own brand on this matrix, you can quickly see where the crowded spaces are and where the white space opportunities lie.

The Four Quadrants of the Matrix

Low Price, Low Differentiation: This is the commodity zone. You’re competing on price alone, and margins are razor-thin. Avoid this quadrant if you want to build a sustainable, profitable business.
Low Price, High Differentiation: This is the value zone. You’re offering unique benefits at a lower price point. This can be a powerful position if you can maintain your differentiation while keeping costs low.
High Price, Low Differentiation: This is the luxury zone. You’re charging a premium for a product or service that doesn’t offer much unique value. This can work if you’re catering to a niche market that values exclusivity and status.
High Price, High Differentiation: This is the premium zone. This is the holy grail of brand positioning. You’re offering a highly differentiated product or service that customers are willing to pay a premium for.

Finding Your Sweet Spot

The goal is to position your brand in the premium zone or the value zone, depending on your target market and business model.

To do this, you need to:

Understand your target customer’s needs and pain points: What are they willing to pay for? What problems can you solve that no one else can?
Analyze your competitors’ positions: Where are they on the matrix? What are their strengths and weaknesses?
Identify white space opportunities: Are there areas of the market that are underserved or overlooked? Can you create a unique value proposition that fills a gap?

The Power of Perception

Remember, brand positioning is as much about perception as it is about reality.

You need to craft a compelling brand story that convinces customers that your brand is worth paying a premium for.

This means:

Creating a strong brand identity: A consistent look, feel, and tone of voice across all touchpoints.
Communicating your unique value proposition clearly and consistently: Through your marketing messages, product design, and customer experience.
Building a community of loyal advocates: People who love your brand and will spread the word for you.

The Brand Positioning Matrix in Action

Let’s take a look at a few examples of companies that have mastered the Brand Positioning Matrix:

Apple: High price, high differentiation. Apple is known for its innovative products, sleek design, and premium customer experience.
Southwest Airlines: Low price, high differentiation. Southwest offers a fun, friendly, and affordable flying experience.
Tesla: High price, high differentiation. Tesla is revolutionizing the automotive industry with its electric cars and cutting-edge technology.

These companies have all found their sweet spot on the matrix and created powerful brands that resonate with their target customers.

Your Turn

Now it’s your turn to put the Brand Positioning Matrix to work for your business.

Map out your competitive landscape.
Identify white space opportunities.
Craft a compelling brand story.
Communicate your unique value proposition clearly and consistently.

Remember, brand positioning is an ongoing process.

As your business evolves and the market changes, you need to continuously reassess your position and make adjustments as needed.

Your Brand Story: More Than Marketing Fluff

Now, let’s get back to stories.

Let’s be honest.

Most brand stories are forgettable.

They’re filled with generic platitudes, empty promises, and buzzwords that mean nothing.

But a truly great brand story is different.

It’s a powerful narrative that captures the essence of your brand and connects with your audience on an emotional level.

It’s the story of your journey, your struggles, your triumphs, and your vision for the future.

Why Storytelling Matters

Stories are how we make sense of the world.

They’re how we learn, connect, and make decisions.

When you tell a compelling brand story, you’re not just selling a product or service.

You’re inviting your audience to join you on a journey.

A great brand story can:

Create an emotional connection with your audience: People buy from brands they feel a connection with.
Differentiate your brand: A unique story sets you apart from the competition.
Inspire and motivate: A powerful story can rally people around your brand.
Build trust and credibility: A transparent and authentic story can help you earn your audience’s trust.

The Elements of a Great Brand Story

A relatable protagonist: This is the person or group of people your audience can identify with. It could be the founder, the employees, or even the customers themselves.
A conflict or challenge: Every good story has a conflict. This is what creates tension and keeps your audience engaged.
A transformation or resolution: The protagonist overcomes the challenge and emerges transformed. This is where your brand’s unique value proposition comes into play.
A purpose or mission: This is the bigger picture. What is your brand trying to achieve in the world?

Crafting Your Brand Story

Here are a few tips for crafting a compelling brand story:

Be authentic: Don’t try to be something you’re not. People can see through inauthenticity.
Be specific: Don’t use generic language or platitudes. Share real stories and experiences.
Be consistent: Your brand story should be reflected in everything you do, from your marketing messages to your product design.
Be clear about your purpose: What are you trying to achieve in the world?

Examples of Great Brand Stories

Nike: “Just Do It.” Nike’s story is about overcoming obstacles and achieving your goals.
Warby Parker: “Buy a pair, give a pair.” Warby Parker’s story is about social impact and making a difference in the world.
TOMS Shoes: “One for One.” TOMS Shoes’ story is about giving back and empowering communities.

These brands have all created powerful stories that resonate with their audience and drive business results.

Your Turn

Now it’s your turn to create your brand story.

Start by identifying the key elements: protagonist, conflict, transformation, purpose.
Craft a narrative that is authentic, specific, consistent, and clear.
Share your story across all of your marketing channels.

Remember, your brand story is more than just marketing fluff.

It’s the foundation of your brand positioning and the key to connecting with your audience.

Your Brand Story as a Growth Engine

A well-crafted brand story is more than just a feel-good narrative.

It’s a strategic asset that can drive every aspect of your business, from marketing and sales to product development and customer service.

Here are a few ways your brand story can fuel your growth:

Customer Acquisition: A compelling brand story can attract new customers who resonate with your values and mission.
Customer Retention: A strong brand story can create loyal customers who stick with you through thick and thin.
Employee Engagement: A shared brand story can inspire and motivate your team, leading to higher productivity and lower turnover.
Investor Relations: A clear brand story can attract investors who believe in your vision and potential.
Strategic Partnerships: A well-articulated brand story can make you a more attractive partner for other businesses.

Communicating Your Brand Story

Creating a great brand story is only half the battle.

You also need to communicate it effectively to your target audience.

Here are a few tips:

Integrate Your Story into Your Marketing: Weave your brand story into all of your marketing materials, from your website and social media posts to your advertising campaigns and press releases.
Tell Your Story Through Multiple Channels: Don’t just rely on one channel. Use a variety of channels to reach your audience, including video, podcasts, blogs, and live events.
Use Visual Storytelling: Images and videos are powerful tools for conveying emotion and connecting with your audience.
Get Your Employees Involved: Your employees are your best brand ambassadors. Encourage them to share your brand story with their networks.
Track Your Results: Use data to measure the impact of your brand storytelling efforts. What’s working? What’s not?

The Brand Positioning Playbook: A Recap

Let’s quickly recap the key takeaways from this series:

Brand positioning is essential for building a successful business.
The Brand Positioning Matrix can help you identify your sweet spot in the market.
A compelling brand story is the foundation of your brand positioning.
Your brand story should be authentic, specific, consistent, and clear.
Communicate your brand story effectively through multiple channels.

Next Steps

Now it’s time to take action.

Use the tools and frameworks we’ve discussed to clarify your brand positioning, craft your brand story, and start communicating it to the world.

Remember, building a great brand takes time and effort.

But it’s an investment that will pay off in the long run.

Scott