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The Dash Guide To Brand Positioning

Brand positioning is the process of creating a unique and compelling image of your brand in the minds of your target audience. It involves identifying and communicating the key attributes, benefits, and values that differentiate your brand from competitors. In today’s crowded marketplace, effective brand positioning is essential for attracting and retaining customers, driving growth, and achieving long-term success.

Understanding Your Target Market

Identifying your target audience

The first step in developing a strong brand positioning strategy is to identify your target audience. This involves understanding the demographics, psychographics, and behaviors of the people most likely to buy your products or services. By clearly defining your target audience, you can tailor your messaging and marketing efforts to resonate with their specific needs and preferences.

Conducting market research

To gain a deeper understanding of your target audience, it’s important to conduct market research. This can involve a variety of methods, such as surveys, focus groups, and customer interviews. Through market research, you can gather valuable insights into your target audience’s pain points, goals, and decision-making processes, which can inform your brand positioning strategy.

Developing buyer personas

Based on your market research, you can develop detailed buyer personas that represent your ideal customers. Buyer personas are fictional representations of your target audience that include demographic information, behavioral traits, and key motivators. By creating buyer personas, you can ensure that your brand positioning and marketing efforts are consistently aligned with the needs and preferences of your target audience.

Analyzing Your Competition

Identifying your competitors

To effectively position your brand, it’s essential to understand your competitive landscape. This involves identifying your direct and indirect competitors, as well as any potential future competitors. By knowing who you’re up against, you can better understand the market dynamics and identify opportunities to differentiate your brand.

Conducting a competitive analysis

Once you’ve identified your competitors, conduct a thorough competitive analysis. This involves researching your competitors’ brand positioning, marketing strategies, strengths, and weaknesses. By understanding how your competitors are positioning themselves in the market, you can identify gaps and opportunities to differentiate your brand and create a unique value proposition.

Identifying gaps and opportunities in the market

Through your competitive analysis, look for gaps and opportunities in the market that your brand can fill. This could involve targeting an underserved market segment, offering a unique product or service, or providing a superior customer experience. By identifying and capitalizing on these opportunities, you can create a strong and differentiated brand position in the market.

Developing Your Brand Positioning Strategy

Defining your unique selling proposition (USP)

Your unique selling proposition (USP) is the key benefit or value that sets your brand apart from competitors. It should be a clear, concise, and compelling statement that communicates the unique value your brand offers to your target audience. Your USP should be based on your target audience’s needs and preferences, as well as your brand’s strengths and capabilities.

Crafting your brand story

Your brand story is the narrative that communicates your brand’s purpose, values, and personality. It should be authentic, emotionally engaging, and consistent across all touchpoints. Your brand story should resonate with your target audience and create a strong emotional connection that drives loyalty and advocacy.

Developing your brand personality

Your brand personality is the set of human characteristics and traits that define your brand’s tone, voice, and behavior. It should be consistent with your brand story and USP, and should resonate with your target audience. By developing a strong and distinctive brand personality, you can create a more engaging and memorable brand experience that sets you apart from competitors.

Creating a brand positioning statement

Your brand positioning statement is a concise summary of your brand’s unique value proposition, target audience, and key differentiators. It should be clear, compelling, and consistently communicated across all marketing channels. Your brand positioning statement should serve as a guidepost for all your marketing and branding efforts, ensuring that your messaging and visuals are always aligned with your core brand identity.

Implementing Your Brand Positioning Strategy

Integrating positioning across all marketing channels

To effectively implement your brand positioning strategy, it’s essential to integrate your positioning across all marketing channels, including your website, social media, advertising, and customer communications. This involves ensuring that your messaging, visuals, and customer experience are consistently aligned with your brand positioning statement and values.

Ensuring consistency in messaging and visuals

Consistency is key to building a strong and recognizable brand. Ensure that your messaging and visuals are consistent across all touchpoints, from your logo and color palette to your tone of voice and imagery. By maintaining a consistent brand identity, you can create a more cohesive and memorable brand experience that reinforces your positioning in the minds of your target audience.

Continuously monitoring and adapting your positioning

As market conditions and customer preferences evolve, it’s important to continuously monitor and adapt your brand positioning strategy. This involves regularly gathering customer feedback, monitoring industry trends, and analyzing your marketing performance. By staying agile and responsive to changes in the market, you can ensure that your brand positioning remains relevant and effective over time.

Differentiation and Competitive Positioning

Strategies for differentiating your brand

Differentiation is the key to creating a strong and unique brand position in the market. There are several strategies you can use to differentiate your brand, such as focusing on a specific niche or target audience, offering unique products or services, providing exceptional customer service, or leveraging a distinctive brand personality or story. The key is to identify the attributes and benefits that are most important to your target audience and that set you apart from competitors.

Balancing differentiation and brand identity

While differentiation is important, it’s also essential to maintain a strong and consistent brand identity. Your differentiation strategies should be aligned with your core brand values and personality, and should not compromise the integrity or authenticity of your brand. Strike a balance between standing out in the market and staying true to your brand’s essence.

Positioning your brand against competitors

Competitive positioning involves defining your brand’s position relative to your competitors. This involves identifying your key points of differentiation and communicating them in a way that resonates with your target audience. By positioning your brand against competitors, you can create a clear and compelling reason for customers to choose your brand over others in the market.

Brand Repositioning

Recognizing when repositioning is necessary

Over time, market conditions, customer preferences, and competitive landscapes can change, making it necessary to reposition your brand. Some signs that repositioning may be necessary include declining sales, loss of market share, or a misalignment between your brand and your target audience’s needs and values. By recognizing these signs early, you can proactively adapt your brand positioning to stay relevant and competitive.

Planning and executing a repositioning strategy

Repositioning your brand involves a strategic process of redefining your brand’s identity, value proposition, and market position. This process should be based on a thorough analysis of your target audience, competitors, and market trends. Your repositioning strategy should involve updating your brand messaging, visuals, and marketing tactics to reflect your new position in the market.

Examples of successful brand repositioning

There are many examples of successful brand repositioning, such as Old Spice’s transformation from a stodgy brand for older men to a humorous and irreverent brand for younger audiences, or McDonald’s shift towards healthier and more sustainable food options. By studying these examples, you can gain insights into the strategies and tactics used to successfully reposition a brand in the market.

Brand Positioning for Professional Service Organizations

Unique challenges in positioning professional services

Positioning a professional service organization can be particularly challenging, as the intangible nature of services can make it difficult to differentiate from competitors. Professional services also often involve complex and long-term relationships with clients, requiring a more nuanced and relationship-based approach to positioning.

Tailoring positioning strategies to professional service industries

To effectively position a professional service organization, it’s important to tailor your positioning strategies to the unique needs and preferences of your target clients. This may involve highlighting your expertise, experience, and track record of success, as well as emphasizing your commitment to client service and relationships. It’s also important to differentiate your services based on the specific needs and challenges of your target industries and client segments.

Case studies of successful positioning in professional services

There are many examples of professional service organizations that have successfully positioned themselves in the market, such as McKinsey & Company’s position as a leading global management consulting firm, or Deloitte’s position as a trusted provider of audit, consulting, and financial advisory services. By studying these case studies, you can gain insights into the strategies and tactics used to build a strong and differentiated brand position in the professional services industry.

Measuring the Success of Your Brand Positioning

Key performance indicators (KPIs) for brand positioning

To measure the success of your brand positioning strategy, it’s important to identify and track key performance indicators (KPIs) that are aligned with your business goals. Some common KPIs for brand positioning include brand awareness, brand perception, customer loyalty, and market share. By regularly monitoring these KPIs, you can gain insights into the effectiveness of your positioning strategy and identify areas for improvement.

Tracking and analyzing your positioning efforts

To effectively track and analyze your positioning efforts, it’s important to have a robust measurement and analytics framework in place. This may involve using tools like brand tracking surveys, social media monitoring, and web analytics to gather data on your brand’s performance. By regularly analyzing this data, you can gain insights into how your target audience perceives your brand and how your positioning efforts are impacting your business results.

Making data-driven adjustments to your positioning strategy

Based on your tracking and analysis, you may identify areas where your positioning strategy needs to be adjusted or optimized. This may involve tweaking your messaging, updating your visuals, or shifting your focus to different target segments or marketing channels. By making data-driven adjustments to your positioning strategy, you can continuously improve your brand’s performance and stay ahead of the competition.


In today’s crowded and competitive marketplace, effective brand positioning is essential for building a strong and differentiated brand that resonates with your target audience. By understanding your target market, analyzing your competition, developing a compelling brand story and personality, and consistently communicating your unique value proposition, you can create a powerful brand position that drives growth and success for your business.

The key to successful brand positioning is to stay agile, responsive, and data-driven, continuously monitoring and adapting your strategy based on market trends, customer feedback, and business results. By following the strategies and best practices outlined in this ultimate guide, you can develop a strong and enduring brand position that sets you apart from the competition and drives long-term success for your organization.

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