Brand positioning and identity

Deciding what your brand stands for.

📖 Key ideas

Positioning is the place you want your brand to hold in customers' minds compared with competitors.
A positioning statement covers target customer, need, category and the key reason to believe.
Brand identity includes name, logo, colours, typography and tone of voice.
Consistency across shop, website, packaging and social media builds recognition.
Brand promise must match the real experience, or trust breaks.

💡 Real-life example: Like a person's reputation: you are known as "the punctual one" because you keep showing up on time, not because you say it.

PositioningThe brand's chosen place in customers' minds

Brand identityName, logo, colours and voice of a brand

Tone of voiceHow a brand sounds in words

Brand promiseWhat customers can always expect