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 . 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 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. 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. 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. 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. 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. 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.

Not to start off controversial, but while the brand actually belongs to the CEO and not to the marketing department, branding is often delegated to marketers (and values to HR, to make it worse) within a company. And this is flat out wrong. It is actually one of the main root reasons why many brands falter: they confuse marketing positioning with brand positioning . While these concepts may sound similar, they actually serve very different purposes , generate totally different outcomes , and have distinct impacts on a company's success. Marketing positioning: a commercial approach The primary goal of marketing positioning is to drive sales – i.e. to convince customers to buy a product. To fulfill its mission, marketing positioning must focus on products and services, and is largely grounded in the notion of a Unique Selling Proposition (USP) and its evolutions. By highlighting the unique attributes of a product, marketing differentiates it in the market and attracts customers. However, this approach has limitations because the concept is commercial and time-bound , linked to the lifecycle of products and services. It is inherently tied to the existence and relevance of specific products, which may change over time. Brand positioning: a cultural approach. In contrast to the commercial focus of marketing positioning, brand positioning is about creating a lasting identity and overarching culture that transcends products and services. The best brand positioning strategies should be timeless , rooted in the founding idea of the company. As I like to say, it is about branding the entrepreneurial spark. To create an enduring, inspiring brand positioning, it is crucial to understand that the goal is not to sell but to identify . Brand positioning should be based on a unique idea , often the founding intention of the company, making the brand inherently differentiated. This makes brand positioning capable of outlasting market trends, technological advancements, and changing customer preferences. It also provides a unique engine for innovation and expansion, constantly driving the company forward. Commercial vs. cultural Impact Marketing is inherently commercial, aiming to generate sales and immediate customer engagement. Branding, however, is cultural , establishing a deep-seated identity and emotional connection with both employees and customers. Of course one does not go without the other in business, but mixing these approaches or failing to understand their distinct purposes can lead to weak brand establishment , poor internal culture , inability to innovate and expand, and disconnected (or indifferent) audiences . Companies that confuse marketing with branding struggle to innovate and attract investors who seek a stable, enduring brand identity. Without a culturally-designed foundation, companies will find it challenging to build trust and loyalty , essential components for long-term success, as well as to think out of the (product) box. This is why it's essential that the CEO, not marketing, owns the brand. Brand positioning is the source of everything To say it clearly, a strong brand positioning serves as a cultural proposition or a unique worldview, and can most often be retrieved in the foundational act of every company. It is this clear, consistent identity that keeps the brand relevant and inspiring . For example, Apple has a brand positioning centered on innovation and thinking differently. This core idea has allowed them to branch out into multiple sectors beyond its original computing products, maintaining a cohesive, federative and powerful brand presence. While the scope of the Apple's impact is unique today, it would be wrong to believe this approach is only for big companies. Whether it was done consciously or unconsciously (for example because the leader had a strong personality and vision) it is actually the very reason why they became big , and it can and should be adopted by any company – regardless of their present size or sector. Best brand positioning strategies To position a brand effectively, it is essential to deeply understand its history and founding principles. In other words, the reason why it exists . This is the core of every entreprise: an entrepreneur saw a problem in the world and created a solution, with his or her very own personality and way to see the world. Generally, there are two approaches: positioning the brand on its "Why" or its "How." Positioning on the "Why" focuses on the purpose of the brand’s existence. For example, a company might exist to empower creativity, like Apple. Alternatively, positioning on the "How" emphasizes the brand’s unique approach to fulfilling its mission. Patagonia, for example, is known for its commitment to environmental sustainability in how it conducts business. Selling products vs. stating who you are Marketing positioning is about selling products, while brand positioning is about creating an identity, and a brand should not be positioned on the transient attributes of a product. It should represent a unique, unifying idea that inspires people both internally and externally. It can become tricky to do when, for example, a company was founded on a technical innovation or an innovative product, but upon closer look 1) it is almost always the case (so this is the point of the exercise) and 2) it was only one way at the time to manifest an underlying idea that is unique. And this is where your brand positioning lies, as the core of your identity. This approach not only guarantees longevity but also fosters a strong culture, an enduring connection with your audience, and, above all, a unique direction for innovation. It ensures the company and brand remain relevant and powerful in an ever-changing market, and that marketing efforts underneath it are facilitated and unified . Sources: 1. Keller, K. L. (2013). "Strategic Brand Management: Building, Measuring, and Managing Brand Equity." Pearson Education. 2. Aaker, D. A. (2014). "Aaker on Branding: 20 Principles That Drive Success." Morgan James Publishing.

I must say I had a lot of fun researching for this article and writing it, and I hope you'll enjoy reading it too. So let me tell you a story about two small-town burger joints that started on equal footing but took very different paths. You see, both Lou's Burgers and Burger Den (don't bother Googling their names, I changed them ;-) opened their doors in the Midwest five years ago; both were family-owned and operated, both boasting quality burgers and fries, and both invested roughly $5,000 on marketing during their first year in business. Craft a unique vision. But by year two, Lou's Burgers decided to wake up to their entrepreneurial purpose and invest in crafting a consistent, unique vision that stood for something unforgettable. They were determined to understand what their unique vision of the burger experience was, what they really should stand for in the mind of their customers, to connect deeper with their community, and to make a difference, one burger at a time. Shake your industry. So, they partnered with a branding agency and invested $15,000 to develop a strategy and an identity that spoke to their mission, values, and aspirations. They first spent time developing a strategy platform, positioning, values and brand story. No design, just thinking. Deep. Then they went on to create a logo, flagship color, packaging, store, furniture, recipes, and service concept, and a message that shook the industry and resonated with their audience from the get-go. They then used that branding across all their marketing efforts, from their in-store signage to their menus and advertising and social media. Meanwhile, Burger Den carried on with their day-to-day business, standard marketing and discount strategies, and generic messaging about burgers and fries, while neglecting the power of a clear purpose and unique experience. They were not as impactful or consistent as Lou's Burgers, and their customer retention rates took a nosedive to around 30%. Oops... Take the journey. By year three, Lou's Burgers continued on their journey, staying true to what they stood for and investing another $10,000 on their marketing campaigns. And you know what happened? Their customer retention rate jumped up to 40%! Meanwhile, Burger Den carried on with their same marketing strategies from year two and saw a steady revenue of $300,000, but with a lower gross margin of $180,000. Carry on, my wayward son But here's where things get interesting. In year four, Lou's Burgers stayed the course and invested another $20,000 into their branding and marketing efforts. They even opened up a second location in a neighboring town and expanded their reach. Their revenue skyrocketed to $500,000, with a gross margin of $325,000 – a gross margin percentage of 65%. In contrast, Burger Den again chose to stay qualitative but generic and saw a slight drop in revenue to $275,000, with a gross margin of $165,000, or a gross margin percentage of 60%. Finally, in year five, Lou's Burgers secured several partnerships with other local businesses and hit a revenue of $700,000, with a gross margin of $455,000, or a gross margin percentage of 65%. Meanwhile, Burger Den remained stagnant in their ways and saw a decline in revenue to $250,000, with a gross margin of $145,000, or a gross margin percentage of 58%. "Here's to the crazy ones. The misfits. The rebels. The troublemakers. The round pegs in the square holes. The ones who see things differently. They're not fond of rules. And they have no respect for the status quo. You can quote them, disagree with them, glorify or vilify them. About the only thing you can't do is ignore them. Because they change things. They push the human race forward. And while some may see them as the crazy ones, we see genius. Because the people who are crazy enough to think they can change the world, are the ones who do." – Steve Jobs What's the moral of the story? The moral of the story is not about branding. It is about entrepreneurship and being daring enough to stand for something unique and memorable. The moral of the story is that as an entrepreneur, you should not let cognitive biases and misconceptions, let alone your comfort zone, hold you back from awakening your entrepreneurial purpose and investing in a vision that shakes the industry. By investing in crafting a unique, authentic identity – which will then translate into a unique brand experience – that embodies what you stand for and that connects with your customers on a deeper level, you can see a direct impact on your business's revenue and profitability. I know that branding seems to be something that only big companies need to worry about. I know that prioritizing brand building seems counterintuitive when you're faced with the day-to-day business activities, and when you see all your competitors doing the same thing and playing by the same rules. It's easy to think that these are the rules of the market you have to abide to. However, in psychological terms, these things are called environmental limiting beliefs. They're not our friends. Actually, it doesn't work that way. It's "just" a confirmation bias trap – this tendency we all have to seek out information that confirms preexisting beliefs and ignore information that contradicts them. And it will keep you stuck in the same rut as everyone else in your industry forever, until you step out of the generic game and create your own. This is what real brand strategy is: the creation, affirmation and implementation of your own rules. Your mission as an entrepreneur is to disrupt the game, find and trust in your purpose, and consider the tangible benefits of a business strategy that moves away from the standard, gets noticed and speaks to your customers' hearts. It will feel uncomfortable at first. And it's a very good sign. Because before you can shake your industry, you will have to shake yourself. And just like we all do with something that is either ambitious or not familiar, or both, you will need guidance and a sparring partner – although there are many things you can do yourself. And that's what a good branding advisor is supposed to do for you: to help you articulate your own vision in tangible terms, to reveal what is specific and unique about your entrepreneur spirit, deliver advice tailored to your industry, target audience, and resources, to develop a concept, a vision, and a brand strategy that truly works for your own business, and an implementation pace that you can afford. So, wake up to your entrepreneurial purpose, craft and stand for a unique idea of what burgers are, and make a difference, one burger at a time. And if you're not selling burgers, do it one product and one service at a time anyway, because branding works for every industry – and even for individuals. Maybe right now you can't really figure out what a difference it will make, and this is normal. But as you step on the way, it will unfold and I can promise it will ultimately be more than worth it. Sources: National Restaurant Association. (2019). 2019 State of the Restaurant Industry Report. Small Business Administration. (n.d.) Financial Statements for Small Business.

Securing high-ticket clients is crucial for elevating a design agency to new heights. These clients not only enhance revenue but also build your market reputation. Here, we explore top strategies and brand identity services that help attract such elite clientele. 1. High-level branding methodology. To attract high-ticket clients, implementing a sophisticated branding methodology is key. However, today you don't have to study for years, get an MBA or spend tens of thousands on developing one in house. Serious online programs like Brand Master include all the knowledge you need to talk the same language as top-tier marketing executives; they also provide advanced branding techniques and tools, from crafting compelling brand stories to establishing a unique brand identity that appeals to upscale clients. 2. Expand your service offerings. Broadening your services to include luxury branding strategies and bespoke creative solutions, or simply knowing how to craft a compelling positioning or how to perform brand architecture, can significantly attract high-end clients. These premium services meet the diverse needs of high-ticket clients and position your agency as a comprehensive solution for all advanced branding needs. 3. Flawless delivery and follow-up. Delivering projects flawlessly, not forgetting any aspect of the branding process, following the right sequence and maintaining rigorous follow-ups are critical. High-ticket clients expect professionalism and attention to detail that goes beyond standard expectations, reinforcing your agency's reputation as a top-tier provider of brand identity services.