Best brand positioning strategies in the market today

Brand positioning is far more than just a component of your marketing strategy—it's the foundational element that guides the entirety of a company’s growth, culture, and innovation strategy. Missteps in positioning can not only limit a company's potential but can represent a fundamental misunderstanding of its core identity, setting a trajectory that may hinder long-term success.

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Understand the hidden secret of the best brands in the world; it's not what you think

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Understanding the core of brand positioning

Brand positioning is not just about what your company sells or does but about the broader idea or concept it embodies. Positioning your brand around an overarching concept rather than a specific product or service allows for greater flexibility and adaptability.

This approach is amongst the best brand positioning strategies in the market today, and can transform your brand's identity and foster a unique culture, ensuring the brand remains relevant and competitive in an ever-changing market. If you really want to bring value to the table as a branding expert, it is key to understand that effective brand positioning has nothing to do with the marketing notions of positioning and USP, and why that is.

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Embracing idea-centric positioning

To break free from the constraints of product-centric positioning, it is crucial to anchor your brand to an enduring idea that transcends specific products or services. For example, rather than defining themselves narrowly as a leader in analog photography, Kodak could have positioned themselves more broadly as a company committed to helping people make lasting memories.

Such an idea-centric positioning would have allowed Kodak the flexibility to embrace digital photography and other technological advancements, offering them a royal road for technological innovation and high added value services in a complete ecosystem, and potentially maintaining their status as a leader in the imaging industry.

Focusing on the broader mission of your brand’s ethos—such as innovation, customer service excellence, or sustainability—ensures that your brand can adapt more fluidly to market shifts and technological changes, avoiding the pitfalls of being too closely tied to specific products and services.

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Use your Why or How to create something great

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Best strategy for an effective brand positioning: use your Why or How

A strong, sustainable idea-centric positioning can be easily developed on the Why or the How of your company's strategy platform:

• The Why articulates your brand's purpose or mission, building an emotional connection with your audience. This approach not only fosters loyalty but also turns satisfied customers into brand advocates. For instance, Apple’s success lies in not just what it makes but why it makes it, creating a sense of community among its users.
  

• The How focuses on how your brand differentiates itself from the competition, emphasizing unique capabilities or innovations. IBM’s positioning, for example, showcases its expertise and leadership in technology, appealing to rational consumer decision-making.

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Real-life examples

Patagonia

Patagonia stands out by focusing on its 'Why': environmental responsibility. Its positioning statement, "We're in business to save our home planet," effectively communicates its commitment to sustainability.

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FedEx

FedEx, on the other hand, leverages its 'How' by promising efficiency and reliability with the positioning statement, "The world on time," emphasizing its operational excellence.

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Crafting a memorable brand positioning

Brand positioning is not just a segment of your marketing strategy; it is the root of all business growth, corporate culture, and innovation strategy. A solid brand positioning strategy is fundamental to defining a company’s identity, far beyond just articulating a unique selling proposition (USP).

By focusing on broader, enduring ideas rather than temporary products or services, your brand can maintain relevance and drive growth no matter the market conditions. Remember, effective brand positioning is about shaping how the world sees your brand at its core.

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About the author

Manelik Sfez, founder of the Swiss brand consultancy Ultrabrand, brings 25 years of international business, marketing, and brand strategy experience to the table. He has worked with some of the world’s most iconic brands throughout his career. From luxury goods to global retail, financial services and technological and industry giants, he has guided companies through brand-led transformations that have enabled significant business growth.