Positioning
Content and brand
Content and brand
Positioning is the place you occupy in your audience's mind: who you're for, how you differ, and why that difference matters.
It's a choice, and therefore also an exclusion. A brand 'for everyone' is nobody's obvious choice; sharpness in audience or specialism makes your story credible.
A positioning that only lives in a slide deck changes nothing. It should show up in your offer, your prices, your website and the first sentence your salesperson says.
Related terms
- USPA USP is a characteristic that demonstrably sets you apart from alternatives and delivers something to the customer.
- Brand identityBrand identity is how your brand looks, sounds and behaves: logo, colours, typography, imagery, language and how you treat customers.
- Tone of voiceTone of voice is how your brand writes and speaks: word choice, form of address, sentence length and what you deliberately don't say.
- Buyer personaA buyer persona describes a typical buyer: their role, goals, doubts and the questions they ask before deciding.