There are a variety of ways to position a brand, and it’s useful to consider brand positioning examples to illustrate how these can be effective. Perhaps the most common approach is positioning on a category or product benefit, which can be particularly effective if your brand is already the category leader, or viable “white space” benefits exist.
Other alternatives include positioning the product and the consumer, positioning how the company does business and positioning directly against the competitor. Here are some brand positioning examples (using brand taglines associated with the positioning essence):
There are at least four ways to position a brand:
Position and own the category benefit
Miller Lite: Great Taste, Less Filling
Walt Disney Company: Magic
Position the product and the consumer
U.S. Army: Be all you can be
Budweiser: For all you do, this Bud’s for you
Position how the company does business
Burger King: Have it your way
United Airlines: The friendly skies of United
WalMart: Always the lowest price
Position against the competition
Avis: We’re #2. We try harder
Seven-Up: The Un-cola
Apple: Think different
Brand Positioning Example Perspectives
As you can see from the brand positioning examples above, it is not necessary to position on a specific category benefit, despite the fact that the brand positioning template typically calls for one. Nor is it necessary to position on a single benefit (the classic Great Taste, Less Filling proves this wrong). It is however, necessary to position on a single concept or idea (Great Taste, Less Filling — while two benefits, was cleverly crafted into a single idea).
Also, don’t confuse the brand positioning with a brand tagline (despite the fact that we are using tagline examples above to express the positioning). The brand positioning is an internal statement designed to direct external communication, and should inform tagline development. The tagline itself will come out of the tagline, as tighter, more creatively inspiring copy line.
Finally, while a brand’s positioning should be designed to be fairly enduring, a brand positioning can (and often should change) over time to reflect changes in the marketplace, including new competitors, new technological advances and new benefits sought.