Brand positioning is the decision about who the brand is for, which category it belongs to, and how it differs from others within it. It is not a slogan but an internal decision from which communication, pricing and customer selection are derived. Usable positioning contains three things: who it is for, what it is compared against, and what evidence supports the claim. Evidence is precisely where the weak point tends to be – claims about quality and an individual approach are used by everyone and say nothing. The test is simple: if a competitor could say the same sentence about itself, the positioning does not work. The decision is always tied to a choice, that is, a willingness not to be suitable for part of the market, which tends to be the hardest thing for companies to accept.
See also: Differentiation, Perceptual map, Value proposition.
