Positioning describes the place an organisation or brand should occupy in the target audience's mind compared with the alternatives in the market. It is about what the organisation should be a clear choice for and which value makes it relevant and harder to replace.
What does positioning involve in practice?
In practice, positioning must be based on something the organisation can genuinely deliver. It should connect audience needs with the organisation's strengths and a market space where there is room to stand out. Positioning affects the offering, messaging, design and which customers the organisation chooses to prioritise.
Positioning is relevant when a brand feels unclear or when an organisation enters a competitive market. See differentiation, Target audience and Brand strategy.
Let's build something solid together
.avif)
We help ambitious businesses with branding, UI/UX and Webflow solutions that are thoughtful, clear and built to last.
