How to Create a Brand Strategy Part 2: Developing Positioning for a Branded Product, Service or Behavior

Brand positioning is the identification and promotion of the most important and unique benefit that the product/service/behavior represents in the mind of the audience. It identifies what is unique and compelling about the brand, and how the brand is different from the competition. Positioning helps an SBCC program be perceived in a positive light by the audience. Positioning, however, is ‘behind the scenes.’ While it guides the marketing strategy, it is never explicitly stated in external marketing materials.