positioning
The distinct place a brand or product aims to occupy in customers' minds relative to alternatives.
Definition
Positioning states who the offering is for, what category it competes in, what benefit it delivers and why it is different or better. It is not a slogan but a decision that guides pricing, messages and product choices. Effective positioning is based on a true strength and a customer need that competitors do not meet as well. Testing it with real customers helps reveal whether the claim is understood and believed. Write it as a plain sentence a new employee could repeat, which is a quick test of whether it is clear enough to guide decisions.
In a sentence
The company positioned itself as the simplest option for small teams.
Customer interviews tested whether the positioning made sense.
