Your brand positioning: distinctive and relevant

What is brand positioning?

Brand positioning is about claiming a clear space in the minds and hearts of your audience. It’s the foundation of what people associate with your brand. This consists of two main elements:

1. Brand DNA

What associations should people instantly link to your brand? These aren’t just random words, but strategically chosen core values that reflect your unique identity. They make clear who you are, what you do, and what you promise. Together with your values, beliefs, vision, mission, and brand personality, this forms your Brand DNA.

2. Distinctive Brand Assets (DBAs)

How do people recognize your brand among all the other options out there? Think of a striking logo, a recognizable color, a catchy slogan, or even a unique sound. These visual and auditory elements ensure your brand—and its positioning—sticks.

Smart positioning: fitting into mental boxes

People think in boxes. It helps our brains process information more easily. That’s why it’s important to make clear which “box” your brand belongs in. Are you a sustainable fashion label, an innovative tech startup, or something entirely different? Within that box, you want to stand out by adding your own twist. You do this with a combination of:

• Similarities to the market: These tap into what your audience already expects.
• Unique features: These make clear why your brand is the best choice.

Why is brand positioning important?

In a world full of choices, you want to stand out.

Good brand positioning helps your audience quickly understand why you’re relevant. It not only makes it easier for people to choose your brand, but also strengthens their trust in what you do. The result? More engaged customers, a stronger image, and greater impact.

Getting started with brand positioning

Strong brand positioning takes research, strategy, and creativity. Ask yourself these questions to begin:

1. What category do you fit into? Describe the need your product or service fulfills and the market you operate in. Being unique is great, but creating an entirely new category takes time and significant resources.

2. Who are your competitors? Look at what others in your market are doing. What similarities are there, and how can you stand out?

3. Who is your audience? Good brand positioning considers the different groups you want to reach, whether that’s customers, partners, or employees.

4. What do you truly promise? Your brand promise should match your audience’s needs—and be something you can actually deliver.

How we help with brand positioning

At Cheerleader Agency, we combine strategy and creativity to establish your brand firmly in the market. We map out the core of your brand and translate it into a visual identity that’s both distinctive and practical. With our open approach, we actively involve your team in the process so everyone feels connected to the end result.

A good brand positioning isn’t just a story—it makes an impression.

Let’s build a brand together that’s recognizable, relevant, and irresistible.