Positioning
Definition
Positioning is the deliberate choice of what a brand stands for, who it is for, and how it differs from alternatives — the strategic decision that governs pricing, messaging and product.
Positioning is defined as much by exclusion as inclusion. A statement that could be signed by any competitor in the category is not a position, and the test of a real one is whether it makes some customers actively unsuitable.
It is a commercial decision before it is a creative one. Where a brand positions determines what it can charge, which buyers it attracts and how much marketing it needs to buy to be remembered — which is why a repositioning usually moves margin more than a visual refresh moves anything.
Definitions are free.So is the audit.
Thirty minutes on a call, then a written 5-page plan inside 72 hours showing where this actually applies in your funnel — and what it is worth fixing first.