Why Brand Positioning Must Come First

Let's talk about brand positioning. If you're working on your marketing strategy, this needs to be step one—not step three or five. The organizations that get branding right understand that positioning isn't just another marketing task. It's your foundation.

Because here's the reality: you can't design your logo, write your tagline, or launch campaigns until you know exactly who you are in the marketplace and why anyone should care.

What is Brand Positioning?

Brand positioning is the strategic process of defining your organization's unique place in the market. It's about clearly articulating what you offer, who it's for, and why it matters. Think of it as your business's North Star—guiding everything from high-level strategy to day-to-day operations.

The Three Fundamental Questions

To establish your brand position, you must answer three essential questions:

1. What is your product or service? (Beyond just features and specifications)

2. Who is it for? (Your target audience and ideal customer profile)

3. Why is it valuable? (Your unique value proposition and differentiators)

While these questions might seem simple, finding the right answers requires looking beyond your internal perspective. The most effective brand positioning is shaped by external factors:

• Customer insights and feedback

• Market needs and dynamics

• Competitive analysis

• Industry trends and forces

Why External Perception Matters More Than Internal Opinion

One of the most common pitfalls in brand positioning is relying too heavily on internal perspectives. What you think makes your business special might not align with what your customers actually value. Your perceived value in the marketplace is ultimately more important than your internal assessment of your worth.

To develop authentic and effective positioning:

• Interview existing clients about why they chose you

• Research where potential customers would go if not to you

• Study your competition and competitive alternatives

• Get inside the mind of your prospective buyers

  
  

The Far-Reaching Impact of Brand Positioning

Brand positioning isn't just a marketing exercise—it's a business strategy that influences every aspect of your organization:

• Marketing and communications

• Sales approaches and messaging

• Operations and delivery

• Product development

• Customer service

• Internal culture and alignment

The Evolution of Positioning

While brand positioning must come first, it's not a "set it and forget it" exercise. Regular review and refinement of your positioning ensure it remains relevant and effective. Your positioning should evolve as:

• Client needs shift

• New technologies emerge

• Competitive landscapes change

• Market forces evolve

Remember that strong brand positioning comes before tactical marketing decisions. You need to understand what truly differentiates your business in the minds of your target audience before you can effectively communicate that value to the market.

Your brand position is the compass that guides your business decisions and the lens through which all strategic choices should be viewed. When you get it right, everything else—from marketing strategy to operational excellence—falls into place more naturally and effectively.

Take the time to develop and refine your brand positioning. It's an investment that will pay dividends across every aspect of your business success.