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Brand Positioning

Own a distinct place in the mind.

v1 marketing curated

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---
name: Brand Positioning
description: Own a distinct place in the mind.
---
# Brand Positioning

Positioning is the slot you occupy in the customer's mind relative to alternatives. If you can't state it in one sentence that a stranger would find credible and distinctive, you don't have one.

## Method
- **Name the alternatives.** Positioning is always relative. "The X for Y" or "unlike Z, we…".
- **Find the wedge.** The one attribute where you're demonstrably better and the competitor can't easily follow. Not five attributes — one.
- **Make it credible.** A claim without proof is ignored. What's the evidence?
- **Make it repeatable.** If the team can't say it consistently, customers won't either.

## Avoid
"For everyone" — that's "for no one in particular". Specificity is what makes positioning stick.