Position of Strength: How to Establish Stronger Brand Positioning

If you don’t know what makes your brand distinct, your customers won’t either. Who you are plus how you uniquely meet your customers’ needs and wants is your position of strength.

Diluted brands die. Bloated brands fail. Strength doesn’t come from doing everything. It comes from being sharp and focused. Even great brands like General Electric eventually had to split into separate companies to create better differentiation in their industries. You can’t be known for everything. But you can be known for doing something exceptionally well. Hailey Bieber's beauty brand Rhode built an empire on the philosophy “one of everything really good” and sold for $1Billion, one of the largest deals in the history of the beauty industry.

Purposeful, well positioned brands are often the highest performing. They simplify versus spreading themselves thin.

Do you know what your position of strength is? Maybe you don’t know right now or maybe it used to be clear, but time and growth have blurred the edges. It happens. Brands evolve. Markets shift. Ownership changes.

Refinement is your way forward.

How to Refine:

• Double down on your strengths

• Listen closely to your customers

• Eliminate what no longer serves your brand

• Find alignment

When your brand finds its position of strength, growth and category leadership naturally follow. Want to chat about brand positioning? Send me a message.