A Guide to Develop Brand Positioning Strategies in 2025

Did you know that a study by HAVAS Group found that 77% of consumers buy from those brands that share their values? (Source: HAVAS)

That means people don’t just buy products. They buy feelings, trust, and connections. In today’s crowded world, your brand must shine bright. The secret? Strong brand positioning.

Everyone wants to feel different and special. Businesses are no different. Just like people, they want to stand out, be noticed, and give customers a reason to choose them over someone else.

But here’s the big question: how can a business truly rise above the noise and competition? The answer lies in brand positioning.

This guide by Shift, your trusted branding marketing agency, will help you understand how to do brand positioning the right way. We will help you make it understandable with some real-world examples of McDonald's and Coca-Cola's brand positioning strategies.

What is Brand Positioning?

Simply understand brand positioning as creating a clear picture in your customer’s mind of what makes you unique and worth choosing. When done right, brand positioning not only sets you apart but also builds strong awareness and recognition.

When someone thinks of sports shoes, Nike pops up. When someone thinks of fast delivery, Amazon comes to mind. That is the impact of brand positioning.

Clearly, it is not about logos alone. It is about how people feel about these brand names and products.

But why does brand positioning matter?

Here’s a fact: Nearly 81% of people say they won’t even think about buying from a brand unless they trust it. (Source: Edelman).

When you position your business, you develop trust among customers. Without positioning, you are just another name in the crowd.

3 Main Elements of a Strong Brand Positioning

A strong brand position is like a clear identity card for your business. By having a strong position, you tell people who you are, what you do, and why you matter.

When building strong brand positioning strategies, make sure to consider these 3 elements.

1. Target Audience

You need to know who you are talking to. Not everyone will be your customer. Maybe you serve parents, young professionals, or eco-conscious buyers.

The tone and verbiage should be acceptable and understandable to your target audience. Whatever you write, it should really connect them.

2. Unique Value

This is the “special thing” only you offer. You must have heard businesses talking about their USPs. You are not obliged to follow someone else's USP; rather, see what you offer best.

For example, Netflix’s value is endless entertainment at home. That’s what makes people choose it again and again.

3. Benefits

Customers don’t just care about features; they care about what they get. For example, an iPhone’s benefit isn’t just a good camera but it is the feeling of capturing memories beautifully. A strong position highlights the real benefits your customers enjoy.

When these three elements are clear and consistent, your brand becomes easy to remember and hard to ignore.

Types of Brand Positioning Strategies

There are many ways a brand can stand out. Some rely on quality, while others win with prices and values.

Here are the most common brand positioning strategies and why they work so well.

1. Quality-based positioning

When a business shows their product as a "luxury or top-notch" without emphasizing the low cost factor, it is quality-based positioning.

Apple is the perfect example here. Customers do not think of Apple as a cost-effective brand but as a reliable and quality provider. Customers happily pay more because they believe Apple delivers the best camera quality and performance.

2. Price-based positioning

Not everyone can afford luxury. Some buyers run after the best deal at the best prices. When you offer customer cost-effectiveness, you are doing price-based positioning.

A good example of price-based positioning is Walmart, which is known worldwide for this approach. Customers keep coming back because they know they will save money every time they shop.

It is a low-key brand positioning strategy that works best when you can keep costs low and offer discounts. Your customers really feel like they are getting real value for their money.

3. Customer service positioning

Not products, not prices, but sometimes, customer service can be a great differentiator. Apart from the product, the experience a customer has with your brand shapes their future interaction with your business.

You can understand this with the example of Zappos, a brand that became famous not just for selling shoes but for treating every customer like family.

4. Convenience-based positioning

Convenience is equal to gold for customers today. When it comes to convenience, Amazon is a master.

Amazon has always played the brand positioning game right with one-click shopping, lightning-fast delivery, and endless product choices.

The brand has made shopping feel almost effortless. And this is the main reason online buyers worldwide stick with Amazon.

5. Social media positioning

Some brands make their mark by building a strong personality online. Through social platforms, these brands connect and even entertain their audience.

Wendy’s Twitter account is a classic case. It is funny, bold, and highly engaging. This type of positioning makes customers feel closer to the brand, almost like talking to a friend.

6 Steps to Create a Brand Positioning Strategy

Step 1: Understand your current position

Ask your customers how they see you today. Do surveys, check reviews, and listen to feedback.

It is the first thing for businesses starting their brand positioning campaign for the first time to consider. You can’t build a new image without knowing where you stand now.

Step 2: Identify competitors

No matter in which market you are competing, always see who is selling what you sell. Go through your competitors' websites, ads, and customer reviews. Find what they do well and where they fail.

You can partner with a branding agency and discuss with them your branding positioning ideas and goals to stand out.

Step 3: Define your unique value

Decide what makes you special. Do you offer better quality, lower prices, faster service, or a unique style? When you know your “unique value,” make sure to make it your promise to the customer.

Do not go overboard. Just make promises that seem real and keep things simple and bold.

Step 4: Craft your positioning statement

Here we are talking about those one or two sentences that explain who you serve, what you offer, and why it matters.

For example: “We provide eco-friendly cleaning products.” This statement becomes the guide and a USP for all your marketing.

Step 5: Test with your audience

Before you launch a marketing campaign for your brand, test it around. Share your message with a small group of customers or friends.  Ask if it makes sense and if it excites them. Their reaction will show if your positioning works or needs a little change.

Step 6: Reinforce everywhere

Once your positioning is ready, use it in ads, on social media, on your website, and even in customer service. The more consistent you are, the stronger your position becomes in people’s minds.

Understanding Brand Positioning with Examples

Strong brand positioning helps companies stand out and stay in people’s minds. Let’s look at how big brands like McDonald’s, Tesla, and Coca-Cola have done it successfully.

McDonald’s

McDonald’s has built its image around being family-friendly and convenient. Their tagline “I’m Lovin’ It” feels cheerful and warm.

The use of red and yellow colors creates excitement and positivity.

In fact, a study by Loyola University found that when they use consistent colors, their brand recognition increases by up to 80%. (Source: Insights4print.ceo)

Coca-Cola

Coca-Cola has mastered emotional storytelling. Instead of just selling a drink, it sells feelings of joy, togetherness, and sharing. Campaigns like “Share a Coke” encouraged people to connect with others, making the product part of personal moments.

Consistent themes like happiness, celebration, and community helped Coca-Cola build a global personality that resonates with people of all ages and cultures.

Frequently Asked Questions

Why does brand positioning matter for a business?

Brand positioning helps people quickly decide why they should pick your business instead of another.

To understand why brand positioning matters for your business, think of it like when you go to an ice cream shop with 20 flavors, how do you pick? You probably choose the one that feels “you.”

How can a small business use brand positioning?

Many small business owners think only big brands need positioning, but that’s not true. Even a tiny bakery can stand out if it says, “We bake everything fresh daily with local ingredients.”

Customers remember stories like that. It’s not about money; it’s about showing clearly what makes you special and why people should care.

What makes a brand positioning strategy successful?

A strong strategy is one people can see, feel, and remember.  For brands like Apple, people don’t just buy phones; they buy an experience. Or McDonald’s; people think of happy moments with family.

A strategy works when customers carry that feeling with them and tell others about it. If your brand makes people feel something, you’ve nailed it.

How long does it take to see results from brand positioning?

Results from brand positioning usually take time because trust builds slowly. Most businesses see progress within months, but strong positioning can take years to fully shape customer perception.

Consistency is important across all platforms, from social media to customer service. Over time, a clear message makes customers loyal, leading to steady growth and repeat purchases.