Written by

Candace Gerlach


21st September 2023



” A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another.” Seth Godin

Often people think of branding as a logo design, colour palette, and set of fonts – but it is SO much more than that.

There are five key elements that make up a brand:

> Brand Heritage

> Brand Story

> Brand Positioning

> Brand Identity

> Brand Experience

Brand positioning refers to the unique place a brand occupies in the minds of its customers and how it is distinguished from the products or services of its competitors. It is a marketing strategy that helps businesses set themselves apart and differentiate themselves from others in the market. Brand positioning is not the same as brand awareness, which refers to the level of familiarity that customers have with a brand. Brand positioning involves creating brand associations in people’s minds, to make them perceive the brand in a specific way.

What is brand positioning?

If there was a North Star in the world of the brand it would be brand positioning, it provides direction in your brand’s journey and distinguishes your brand in an overcrowded market place making it stand out to your target audiences. Brand positioning dives deep into phycology and connects to people, their perceptions, and loyalty and essentially influencing their buying behaviour. The essence of brand positioning ties in and influences your brand’s tone of voice, visual attributes and messaging all of which shape the audience’s perception of the brand. 

Why is brand positioning important? 

Your brand positioning is an essential part of your brand that describes what your business does, for who, your unique value, what sets you apart from your competitors and the benefit of your product or service to customers. Collectively this strategy creates a brand association in customers’ minds to specifically perceive a brand in a certain way, or a unique value that a brand presents to its customers. 

Putting your brand positioning into words in the form of a concise and compelling statement is key. There is a science to the art in proving positioning statements which include identifying your target audience, highlighting your differentiation compared to your competitors, demonstrating your value proposition and finally, your proof points. Having a clear positioning statement lets potential customers understand why they should pick your brand over your competitors. Effective brand positioning is super important to the extent to which a brand is perceived as favourable and credible in consumers’ minds or not for that matter. Brand positioning strategies help us shape consumer preferences and are directly linked to consumer loyalty and the drive to purchase the brand. 

People first, not channel first

Marketing and brand are all about people, or it at least they should be. It’s about tapping into the inner psyche of consumers and putting their needs and wants and even ambitions and dreams at the centre, the channels and touchpoints come later.

At CMG we always adopt a people-first and not channel-first approach. It’s our job to discover the story behind your brand, understand why your business exists, and who for. Proof is in the pudding that by starting with these foundational questions it delivers results and acts as the cornerstone of every successful brand operating in today’s world. By tapping into human insight, conscious marketing helps brands make informed decisions about how they communicate their offer, connect with their values and communicate their message to turn target audiences into loyal customers.

Need help defining your brand position? We’re always on hand for a free consultation if you need help with your brand and marketing strategy. Our team of experts eat and breathe brand development and activation and would love to help bring your brand to life.

Book a meeting to talk through what you are looking to achieve in your business and how we can help.