“Branding” and “positioning” are two commonly used buzzwords in marketing. Let’s look more closely at the difference between these two terms.
What Is Branding?
Branding refers to what your customers think or feel when they hear a specific word. When you hear “Apple,” you have a specific impression of what that company stands for. It might be your love of Mac computers, your experience with their iPhone, or how you perceive their products as sleek and innovative.
Established brands have some meaning to you. They can be companies like “Microsoft,” “McDonalds” or “Starbucks.” They can be products like the “iPhone” or “Playstation.” Or they can be people like “Bill Gates,” “George W. Bush,” or “Oprah Winfrey.”
What Is Positioning?
Positioning refers to your position “relative to” or “against” your competitors. For instance, Apple positions itself as a more efficient alternative to a PC with their “I’m a Mac, I’m a PC” commercials. Positioning takes into account how you meaningfully differentiate yourself from competitors and what makes you unique or special.
In other words, positioning is the foundation for which you establish your brand in the long-term. You can control your “positioning” by creating a unique selling proposition and using it in all your advertising. Over time, as people become aware of your products and services, you start building your brand in your prospects’ and customers’ minds.
Positioning is something you can do now. Branding takes time, consistency and money to develop.
Which Should You Focus On?
As a small business owner with a limited marketing budget, start with positioning. Look at all the features and benefits your products and services provide. Then, select the top benefit people receive when they buy from you. In other words, what is the one most important emotional benefit they receive after they use their product or the service is delivered? What is the outcome or result? That’s what you want to use to position your products and services.
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