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Positioning
The place your brand holds in your customer's mind, compared with the alternatives.
Why it matters
If customers cannot say in one sentence what makes you different, they compare you on price.
An example
A dental office that says "gentle care for anxious patients" holds a clearer place than one that says "quality dental care". The first gives a nervous patient a reason to choose.
The short read
Positioning is not your slogan. It is the idea people carry about you after they leave.
You can set it on purpose or leave it to chance. When it is left to chance, customers fill the gap with whatever is closest: your price, your location, your last review.
A clear position names who you serve and what you are best at, in words a customer would use. Every other choice follows from it: the logo, the website, the posts, the ads.
Related words
Source: Al Ries and Jack Trout, Positioning: The Battle for Your Mind (1981)
Where this shows up in our work
Talk about this Brand Design & Development
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