Brand Positioning Strategy: Why Most Brands Get It Wrong and What to Do Instead.

Brand Positioning Strategy: Why Most Brands Get It Wrong and What to Do Instead.

A brand positioning strategy only works if it’s honest, distinct and executable. We Are Thought on what good positioning actually looks like and why most brands settle for less.

Most brand positioning statements have the same problem. They sound right in the room where they were written and mean nothing anywhere else.

They are specific enough to feel considered and vague enough to avoid commitment. They use the right language, purpose, values, differentiation, without actually saying anything that couldn’t be said by a competitor. And because they don’t really say anything, they can’t really guide anything. The creative work becomes generic. The team doesn’t know how to use it. The strategy sits in a document, and the brand carries on being whatever it was before.

This is not a positioning strategy. It’s a positioning exercise. And there is a significant difference.