How to Build Brand Positioning That Actually Sticks
(Not the kind you’d pitch in a boardroom. The kind you’d explain over coffee.)
You know how people say “Grab me a Coke” when they mean any soda? Or “Hand me a Kleenex” when they mean any tissue?
That’s positioning. That’s how deep a brand can get into someone’s mind.
It’s not your logo. It’s not your color palette. It’s the mental shortcut someone takes when they need what you sell, and they think of you first.
Strong positioning means:
They’re not Googling around.
They’re not comparing 5 brands.
They go straight to you.
That’s the entire game. So let’s break down how to win it.
What exactly is brand positioning?
It’s the art of making your brand the obvious choice.
Not in your own head. In theirs.
Not how you’d describe yourself. How your buyer would describe you to someone else. You’re aiming for a simple, memorable association.
The basic approach of positioning is not to create something new and different, but to manipulate what’s already up there in the mind, to retie the connections that already exist.
Think:
“The only one that doesn’t feel like a scam.”
“The fancy one that still gets results.”
“The one that actually gives a sh*t.”
That’s positioning. It’s not only your vibe or your aesthetic. It’s the internal story people carry about your brand when you’re not in the room.
Done right, you’re not just another “option.”
You’re the default.
And yes — this is where we start pulling you away from your competitors. You are not trying to be “one of many good choices.” You are trying to be “the obvious alternative to that other thing people are sick of.”
That’s what creates demand.
Why skipping positioning is killing your growth
Your reputation is either being built by you, or for you.
And spoiler: It won’t be flattering. You’ll end up being “that random brand that kinda does that thing.”
If people associate you with something boring, confusing, or low-trust, that hurts growth.
If they associate you with something desirable, relevant, and reliable, you become easier to buy.
Positioning gives you three power plays:
Relevance: They remember you when the problem shows up. You’re the name attached to the solution.
Clarity: Your message lands faster instead of floating by like noise. People “get it” without effort. That means more engagement, more clicks, more conversions.
Differentiation: You stop sounding like every other “high quality, customer-focused” brand (which, let’s be honest, means nothing).
No clarity = no conviction = no conversion.
How to actually do this (in 7 steps)
I’m going to give you the full process I use. You don’t have to do it in one sitting, but you shouldn’t skip steps.
1. Start with reality (reality check)
Before you decide where you *want* to sit in the market, you need to understand where you’re already sitting — in their mind, not yours.
Check:
Who’s already buying?
What are they actually buying?
How do they describe you (reviews, DM’s, referrals)?
Ask yourself:
Does this audience line up with who I want to serve?
Is what they love about me the same thing I want to be known for?
Do they see me as “premium,” “affordable,” “fast,” “specialist,” “lifesaver,” “treat,” etc.?
If it’s not what you want? You’ve got a gap between what you’re saying and what they’re hearing. And your positioning is already working, just not in your favor.
Note: If you’re pre-launch and you don’t have buyers yet, you’re not positioning a live brand. You’re positioning a concept. You’ll still follow these steps — you’ll just lean more on market research than customer feedback.
2. Stalk your competition (strategically)
This is not “I kind of know who else sells candles.” You’re going deeper.
Who else is chasing your people?
Who’s promising the same outcome or benefit, even if they do it differently?
Who’s shaping how buyers think about your category?
Then audit:
What are they nailing?
Where are they flatlining?
What are people raving about — or ranting about?
This isn’t about copying. This is about finding the white space they left open.
3. Find the line you’re willing to defend
Ask: What makes you the one?
Not just “better quality.” Everyone says that. More you. More specific. More undeniable.
Think:
“The most effortless experience”
“The one that actually explains things in normal language”
“The one that treats you like a person, not a number”
“The fastest turnaround, you get it tomorrow, not next week.”
Now sanity check it:
Can you defend this position over time?
Can your product and your people deliver on it daily?
If not? It’s fiction, not strategy.
4. Pinpoint what truly makes you unique
Here’s where most founders lie to themselves.
Your differentiator is not “great customer service” unless your service genuinely changes the experience.
Your differentiator is not “high quality ingredients” unless you can prove that in a way the others can’t touch.
Your differentiator might be:
A specific feature no one else offers.
A way you deliver (faster / more supportive / more private / more respectful).
A worldview you protect (“No toxic hustle culture,” “No harmful fillers,” “No shame tactics”).
An audience you obsess over that others treat as an afterthought.
You do not need to win on 10 things. You actually shouldn’t try. You need one or two sharp, memorable edges you can double down on.
Reality check: You probably cannot be “the cheapest” and “the most premium experience” at the same time. Pick a lane that supports the business you actually want to run.
5. Write your positioning statement
Now we lock it in.
This is your North Star — not for the world, but for you (and your team if you’ve got one).
It should say:
For [specific audience],
We’re a [category or type of brand]
that helps them [key result or transformation],
because we [unique thing you do that others can’t or won’t].
It’s your spine. It should steer:
your offers,
your messaging,
your visuals,
and your behavior.
Keep it human. If it sounds like a corporate brochure, start over.
6. Roll it out everywhere
Positioning only works if you live it. If your socials, website, bio, offers, and emails don’t line up with your position, people feel the disconnect (even if they can’t name it).
That’s when they bounce. Or worse, buy once, then never come back.
So check:
Are you telling the same story everywhere?
Are your visuals backing it up?
Is your experience delivering on the promise?
If not. Get to work.
7. Pressure-test it
Positioning is only real if it sticks.
Watch for:
People repeating your differentiator back to you.
Getting tagged in convos for exactly what you want to be known for.
Buyers saying “You’re the only one who…”
If not? You tweak. Not your entire business. Just the story you’re telling.
Final word: Pick your lane
If you take nothing else from this, take this:
Most brands are forgettable because they try to be liked by everyone. You can’t be known for 10 things.
Own one sharp edge. Drive it into the market over and over again until people get it.
Your next move:
1. Write your draft positioning statement using the prompts in step 5.
2. Read it out loud like you’re pitching a friend. If it sounds like corporate soup, rewrite it in human language.
3. Pressure-test it with someone who would actually buy. Ask them: “Would you pick me for this reason?”
Your brand deserves more than “kind of makes sense.”
It deserves to own space in people’s heads.
Let’s build that.