Brand Positioning: Definition, Examples & Tips for Influencer Marketing
Brand positioning is the process of defining how your brand is unique in the minds of your audience. It highlights your value versus competitors and guides all your marketing messaging.
What Is Brand Positioning?
Brand positioning is about staking out space in your customer’s mind. It’s how you define what makes your brand unique, compared to competitors. Strong positioning drives consistent messaging across all channels.
Brand Positioning in Influencer Marketing
Influencers bring your positioning to life. For example, a sustainable apparel brand might work with eco-conscious influencers who align with its mission. When an influencer shares your story and values, followers start to associate those traits with your brand.
Another example: A tech gadget brand aiming for early adopters partners with tech reviewers on social platforms. Through honest reviews and hands-on demos, these influencers reinforce the brand’s image as innovative and cutting-edge.
Why Brand Positioning Matters
Clear positioning helps you cut through the noise. Instead of blending in, you stand out as the go-to choice for a specific need. For DTC brands and creators, this means more effective campaigns, higher engagement, and better customer loyalty.
When your audience instantly understands what you stand for, they’re more likely to remember you and choose you over competitors. Consistent positioning also makes it easier to create on-brand content that resonates.
Common Misconceptions
Some think positioning is just a catchy tagline or logo. It’s more than that. It’s every touchpoint—voice, visuals, partnerships, and even product features. Another myth is you must target everyone. Effective positioning focuses on a clear, specific audience.
Practical Tips to Nail Your Brand Positioning
1. Know your audience: Research their values, pain points, and online hangouts.
2. Define your unique value: List what you do better or differently than others.
3. Craft a positioning statement: Include your target audience, category, key benefit, and proof point.
4. Align partnerships: Choose influencers whose values reinforce your positioning.
5. Consistency is key: Use the same voice, style, and core messages across social, email, and ads.
Brand positioning isn’t a one-time task. Revisit it as you grow, gather feedback, and watch your brand resonate more deeply with your audience.
