In short: brand positioning is how you want customers to think of your business compared with the alternatives. Write it as one sentence: who you are for, what you offer, and why you are different.
A Simple Formula
FormulaFor [main customer] who [need], we are the [type of business] that [main benefit], because [proof].
Examples (Illustrative)
- A friendly, fair-priced choice for busy people who want good service without stress.
- The reliable partner small businesses trust to get the job done.
- For office workers short on time, we are the bakery that serves fresh breakfast in under three minutes, because we bake every two hours.
How It Guides Your Marketing
Every flyer, post, and sign should match your positioning. If you position as "fast and fresh", your service, menu, and messages must prove it every day.
Fill-In Worksheet
Answer these questions in a few words each. Your answers become this part of your plan.
- Who is our main customer?
- What do they need most?
- What is our main benefit for them?
- What proof can we show?
Examples (Illustrative)
Illustrative example — a phone repair shop
For busy people who cannot be without their phone, we are the repair shop that fixes most problems the same day, because we keep common parts in stock.
Common Mistakes
- Trying to be everything. Pick one clear position.
- A position you cannot prove. Your daily work must match it.
- Copying competitors. Your position should make you different.
Where It Fits in Your Business Plan
Brand positioning belongs in the Marketing Strategy section. It builds on your unique value proposition.
Frequently Asked Questions
What is brand positioning?
How you want customers to see your business compared with the alternatives.
What is the difference between brand positioning and a value proposition?
The value proposition states your advantage. Positioning is how you want that advantage to shape what customers think of you.
How long should a positioning statement be?
One sentence.
Does a small business need brand positioning?
Yes. It keeps your marketing clear and consistent, even on a small budget.
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