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Positioning and Differentiation: How to Stand Out as a Brand?

Positioning is about differentiation. "Always remember: A brand is the most valuable piece of real estate in the world; a corner of someone's mind." - Sir John Hagarty
Positioning and Differentiation: How to Stand Out as a Brand?

There is signal and there is noise.

A signal is clear. Noise isn't.

As a brand you want to send a clear signal.


What Brands Can Learn from Radio Stations

How does radio work?

You turn on the radio and search for a channel.

The channel is somewhere between 87.5 and 108.0 MHz.

When you are looking for a channel that you like there are 2 things at play:

  1. Signal: What type of radio station is it? Do they play classic or rock? Are they discussing politics or can you call in?
  2. Position: What is the radio station's frequency? Where is it relative to other stations (92.3 vs. 101.5)?

Brands work in similar ways:

  1. Brand Promise: What is the brand about?
  2. Positioning: What is the brand's position relative to other brands?

Positioning: Difference from the Perspective of the Customer

Always remember: A brand is the most valuable piece of real estate in the world; a corner of someone's mind. - Sir John Hagarty

You can strategize, plan, execute as much as you want.

At the end of the day it counts what the customer thinks.

  • Do they remember your brand?
  • How do they think about your brand?
Examples of Competition and Positioning Strategies

Bottomline: Positioning Is About Differentiation

Here are some associations that stem from clear positioning:

  • Values: Patagonia - "Save the Planet"
  • Limitation: Clubhouse - "Audio-only social network"
  • Contrast: SpaceX - "Spacefaring civilization vs. Earth-bound civilization"
  • Category Creation: Tesla - "Electric cars at scale"
  • Personality: Oprah - "You get a car. And you get a car."

Make it easy for the customer: Clear signal + clear position.

📻


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