A brand is only as strong as the strategic vision of its managers. From this perspective, branding requires a set of synchronized efforts aimed at creating a certain perception in the market. And along these lines, brand positioning is the most valuable strategic component for the creation of a strong brand.

If we start from the definition that positioning represents the place where the brand wants to be in the minds of its audience, we will realize that to achieve this external projection a clear internal definition will be necessary.

There are many reasons that make positioning a critical tool: it facilitates differentiation in the market, it allows the brand to compete by value rather than price, it enables the construction of clearer communication, it justifies possible pricing strategies, it is the first step to build stories that connect with emotions… It is very difficult to manage a brand without a clear positioning, and this is something that surpasses the brand, reaching all business activities.

But once built, what are the most effective methods to bring positioning to life?

1. Use it as a strategic guide

A detailed definition of a brand positioning, which correctly covers the needs of a specific target, which details a main benefit by providing the real dimensions and attributes that sustain a unique promise, is an excellent roadmap to calibrate any strategic business decision. No decision should be made (e.g. product development, advertising campaigns, partnerships and sponsorships…) without checking to what extent it suits the positioning.

2. Start from within

Positioning will be good to the extent that it is adopted internally. Make it shared by the whole team, develop an inspiring brand culture based on the principles detailed in the positioning. It offers the necessary training to share its application to the different areas within the Company. Think even of reward programs derived from the integration of positioning towards corporate culture variables and their associated behaviors.

3. Identify channels and messages

From the brand identity itself to advertising, through internal communication or the creation of experiences with the brand. All of them, and many others, are excellent channels to communicate a positioning in a clear way. Analyze all the touchpoints of the brand with its different audiences, both internal and external, and prioritize them. Of course, it will be necessary to apply the appropriate creativity to transform a formal statement into a set of messages that are adapted and easily understood by all. In addition, it can be appropriate to reinforce it with a powerful brand story that reinforces the arguments of what you are for and why you should matter to someone.

4. Check your delivery

Make sure that the positioning is conveyed consistently and coherently across all media, and the only way to do that is to review it continuously. Don’t make strategic decisions in which you’re not clear about the extent to which they adapt to the positioning. Do not relegate it to a founding document, review it once a year and adapt it whenever there are internal or external changes that recommend it (e.g. business mergers or takeovers, changes in the market…).

Brand positioning is the backbone of your entire business. The opportunities to bring it to life are endless. Compared to those companies that have considered it a marketing tool, those that have been able to integrate it globally and effectively today have the most valued brands in the market.


Carlos Puig Falcó

President of Branward®

Photos: Shutterstock

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