“In marketing, positioning has come to mean the process by which marketers try to create an image or identity in the minds of their target market for its product, brand, or organization.“ ~WIKIPEDIA
While branding and positioning are closely related they are very different animals. Branding is the place your company or product occupies in the mind of your customer. It is the emotional connection your customer has with your organization and as such belongs to the consumer even though you make have make great efforts to inform and shape it.
Positioning is what you own and control. It is the way you want your organisation or product to be perceived, relative to the needs of your target customers and the positions claimed by your competition. It is developed by you and it is up to you to communicate it to your audience. Good positioning is:
- unique / differentiating (two objects cannot occupy the same space)
- better to be first than best
- translates into clever “tag lines”