What is SMART when it comes to Brand Positioning?

Brand positioning is a vital process where most companies spend their time to create, reflect, and produce unique products for their target audience. Reis and Trout (Positioning: The Battle of Your Mind) define positioning as “an organised system for finding a window in mind. It is based on the concept that communication can only take place at the right time and under the right circumstances.” Positioning is an essential part of launching your product and company in the market. Positioning creates an image of your company’s product in the mind of your target customer. The term “positioning” should be viewed both as a verb and a noun. In this infographic, we will discuss prominent ways on how you can start a fresh face for your brand positioning. Before you start your process with brand positioning, let us first consider the meaning of S.M.A.R.T in measuring the success of your positioning.

Now you need to identify your brand’s uniqueness and determine what differentiates you from your competition. Firstly, determine how your brand is currently positioning itself. Secondly, identify your direct competitors. Third, understand how each competitor is positioning their brand. Then, compare your positioning to your competitors to identify your uniqueness. And finally, develop a distinct and value-based brand idea. This should be the start of your Marketing Strategy. Avoid cutting corners with your competitor research. Even if you think you know a brand, give it a second look, take a deep dive into content and audience.

Effective branding depends on three key elements:
  1. Relevance – That is, how your brand relates to your target market.
  2. Authenticity – The difference between feigned interest and a genuine attempt at connecting with your audience.
  3. Authority – Whether your brand actually delivers on its promises.


Effective positioning of your brand is the difference between being a household name or just another company trying to compete in an oversaturated market. Even after establishing your initial brand positioning, always be flexible and willing to fine-tune your statement to ensure the best customer recognition and relationships possible.

At Healthy Business Builder we do not provide packaged solutions. We bring a high level of tailored training and coaching expertise. Contact Healthy Business Builder on 1300 833 574 or email info@hbbausgroup.com.au

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