What is Brand Positioning?

Brand positioning is developing the values your brand stands for, understanding how those values will guide business decisions, and how you want your brand to be perceived in the mind of your target audience.  

Brand positioning helps to develop the strategy used to differentiate your business from your competition. It is used to outline how you communicate value to consumers, show how your business is unique, and improve visibility of your brand.

‍Why does this matter?

77% of consumers buy from brands who share the same values as they do. If you understand what your brand values are, you will understand who your target audience is.  


Whether you are a new small business owner in Windsor, Chatham, or London or you are an established business with a growing customer base in a larger city such as Toronto, you need to understand what your brand stands for.  

“A brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well.” – Jeff Bezos

How Does A Strong Brand Benefit Your Business?

Your business’ reputation plays an important part of how your brand is perceived by consumers. You have a reputation regardless of whether it is one you cultivate or not. It is important to have a voice and develop the best brand and reputation possible.  

Having a strong understanding of your brand allows you to have more control over the narrative of your brand image and make business decisions that align with that image.  

Not all brand positioning strategies are the same, but ideally you want it to; drive purchase decisions, show market differentiation, have a clear message and you want it to confirm your brand value. These key areas will assist with differentiating your brand from the competition, draw interest from your target market, and increase your bottom line.

How to Write a Positioning Statement

Developing a compelling positioning statement can be an intricate process, but it is important to identify your brand values and determine how to communicate those values to your target audience.

‍Step 1. Layout your brand goals.

Start by identifying what you are trying to accomplish, who your target audience is, consider what your values are and what makes you different.

‍Step 2. Research, and more research.

Research and identify your main competitors, see what they are doing and determine how you can create a better strategy. Understand how each competitor is positioning their brand, and what their strengths and weaknesses are. Research your target audience to identify the best way to market your company to gain their attention.

‍Step 3. Identify what makes you unique.

Assess your strengths and weaknesses and use the research that you have completed to determine what makes you stand out in comparison to other companies.  

‍Step 4. Develop your positioning statement.

A positioning statement is a one or two sentence statement that clearly shows you brand’s unique value.

Kellogg on Branding suggests asking yourself these three questions:  

Who should be targeted for brand use?
What goal does the brand allow the target to achieve?  
Why should the brand be chosen over other brands that achieve the same goal?

Use these questions to influence your statement, which should include your company name, what you do, who your target audience, why the audience decides to use your service, and proof of these claims.  You can also access Positioning Statement Templates from Hubspot.

Step 5. Implement Your Brand Positioning

Now that you have your brand positioning outlined, it is important to use it as a guideline for all marketing and business decisions. For this to be effective, ensure that your team is inline with the goals and objectives of your company.  

“A brand’s strength is built upon its determination to promote its own distinctive values and mission.” – Jean-Noel Kapferer

While Brand Positioning is important, it is also important to listen to your customers, and re-evaluate your goals and branding as your company grows to make sure that your branding is still consistent with your company and the consumers it serves.

BluePrint CPAs helps early-stage life science firms grow their businesses and ensure that staff are well trained and engaged to maximize the financial value of their business. Book a consultation today.

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