Brand positioning
Positioning
The decision about which single idea a brand should own in a buyer's head, made before any design work begins.
Positioning answers one question before any other: when a buyer thinks of the problem you solve, which single idea should surface with your name? Everything downstream, from identity to campaigns, either reinforces that idea or spends money confusing it. A brand that skips this decision asks its audience to make it instead, and audiences default to price.
How Branding Tatva uses it
Suman uses this definition to decide the comparison, audience, and remembered difference before writing or design begins.
Questions this term clarifies
- What does positioning actually decide?
- How is positioning different from messaging?
- When should a brand reposition?
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