Brand positioning is all about owning a single idea in the mind of the market. The most competitive brand positionings do two things at the same time. One: they solve for the most relevant needs of your target customer, whether its a desire or a pain point. Two: they highlight a positive about your company and that positive shines a negative light on your competitors.

Now, this doesn’t mean negative campaigning it means highlighting an implicit competitive advantage. Let’s talk apples and oranges. Apple and orange juice are both sweet-tasting natural products. If natural, they are the better choice for you than soda and more exciting than water. So, why does OJ dominate the breakfast table? When you think orange juice what’s the first thing that comes to mind? Vitamin C. Boom—a powerhouse brand position.

What doesn’t apple juice deliver? More vitamins. Starting your day off right means getting the vitamins you need. Customer pain point? Nutritious breakfast beverage. Competitor weakness? Less vitamin bang for the squeeze. Orange juice is the nutritious breakfast beverage and that’s depositioning done right.

By Todd Irwin

Todd Irwin is the founder and Chief Strategy Officer at Fazer, a New York-based brand strategy and creative agency. Today, his focus is to deliver competitive brand strategies directly to the visionary leaders looking for growth. 

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