Positioning, brand, and which one your company needs

Author: Shira Abel Category: undefined URL: https://hunterandbard.com/resources/blog/positioning-brand-which-one-your-company-needs

Summary

Positioning and brand are not the same lever. They are two different machines, built for two different jobs, and knowing which one your company needs determines whether next quarter's budget moves deals.

TL;DR

Positioning is the differentiation machine: it changes what the buyer believes about the problem before anyone compares features. Brand is the memory machine: it keeps you top of mind for the 95 percent of buyers who are not in market today. Most companies in saturated enterprise categories need both, in sequence. Positioning first, because brand investment amplifies whatever claim you make. Then brand, because even a sharp position fades if nobody remembers it during the years before the buyer enters the market.