Branding or positioning?
“A brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well.”
When developing a marketing strategy, it’s easy to get tangled in buzzwords like branding and positioning. Though closely related, they serve unique purposes in shaping a company’s image and impact. Understanding how each contributes to your brand’s success—and how they interconnect—is essential for standing out in today’s market.
So, which is more important? To answer this question, let’s first make a note of what each term truly means.
Branding: establishes who you are. It’s the message you want to convey and the image you want to build over time.
Positioning: defines how you’re perceived in the market. It’s about influencing your customers’ perception in relation to competitors.
When Branding Takes Priority
Think of branding as creating a clear, cohesive image: defining your values, building a memorable logo, finding a distinct tone of voice, and crafting a consistent brand experience. For an example, look at Airbnb’s branding journey. By refining their core identity, they went from simply offering rentals to building a global community.
For example, a startup must first build a recognisable brand that consumers can connect with emotionally before they can effectively position themselves against competitors. This phase involves creating a logo, voice, tone, and overall brand experience.
When Positioning Takes Priority
Once your brand is established, positioning becomes crucial—especially in crowded markets. Positioning is about setting yourself apart by identifying your niche and determining how you’ll stand out. This can mean zeroing in on a unique customer benefit, cultivating a specific vibe, or even repositioning to appeal to a new demographic.
A great example is Old Spice’s repositioning, where they shifted from an outdated image to a contemporary, fun brand that appeals to younger generations. This type of repositioning shows that even legacy brands can reinvent themselves to thrive in a competitive landscape.
In mature market industries, positioning can be the key differentiator that drives success.
How Branding and Positioning Work Together
While branding and positioning have unique roles, they’re most powerful when used in tandem. Think of branding as the foundation of a house—solid, reliable, and built to last. Positioning, on the other hand, is the architectural flair and landscaping that make it unique.
Branding is your essence: the story, the feeling, and the promise you communicate consistently across all platforms.
Positioning is about perception — how your audience sees you in the context of other brands.
For example, Coca-Cola’s brand values center on happiness and unity, but its positioning changes to fit each market. In some places, it’s marketed as a premium product; in others, it’s positioned as an affordable everyday option.
This ability to adapt while maintaining a core identity is essential for resonating across different audiences and geographies.
Key Take Away
If you’re just starting out, invest in building a cohesive brand identity first. But don’t forget about positioning as you grow—understanding how to adapt your place in the market will help sustain and strengthen your brand over time. For established companies, re-evaluating your positioning can boost relevance and appeal in an ever-evolving marketplace.
Both branding and positioning are essential for building customer loyalty and a memorable identity. In a well-rounded marketing strategy, they’re two sides of the same coin, working together to create value, impact, and long-term differentiation.
To further explore how branding and positioning can elevate your business, take a look at these resources:
By learning from others and examining successful case studies, you’ll be better equipped to create a marketing strategy that stands out and keeps your customers engaged.
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