Basic positioning matters for every company, small or large. Small brands and companies often have no positioning at all, while large companies tend to have only empty phrases that rarely help the business. Whenever I take on a new client, I ask: “What is your positioning, and what target brand associations have you defined?” In the vast majority of cases, I get very little back.

Positioning and associations always come in two forms: ideal/strategic (what we set ourselves) and current/real (how customers, search engines and AI actually see us). The job of marketing is then to turn the current/real into the ideal/strategic. You can find out the current/real through quantitative or qualitative research (customers), SERP analysis (search engines) and results in LLMs (AI), but you have to set the ideal/strategic yourself. Today, this is strongly reflected in SEO and link building, where you need to think this way.

For positioning, I use an extended concept by Christopher Esher, which I slightly modify (you will find it in the Yellow Book on page 145). I have also added a few things I picked up elsewhere. For example, I have been using the great, direct question “why should anyone even care?” for two years now.

Simple positioning

FOR (target customers)

The persona or target customer we want to speak to. Examples: Apple : “for tech-savvy users, creatives and status seekers”, Nike : “for runners of all levels”, Airbnb : “for travellers looking for authentic accommodation”.

WHO… (the need or problem the brand solves)

The need, problem or situation the brand solves and wants to be associated with Need = what the customer wants to achieve; Problem = what is stopping them; Situation = when/where it happens. Examples: Tesla : “don’t want to compromise between performance and sustainability”, Netflix : “want to watch content without ads, any time”, Spotify : “want to discover new music easily and in a personalised way”, Uber : “want fast and predictable urban transport”.

PRODUCT / BRAND NAME

Examples: iPhone, MacBook Pro, Apple Watch, Tesla Model 3, Netflix, Spotify, Google Workspace, Slack, Dyson V15, Zoom, Shopify, Dropbox.

IS A… (category)

Which category does it belong to, and what should people compare you with? Examples: “premium smartphone”, “electric car”, “music streaming service”, “streaming service”, “cloud office suite”, “short-term rental platform”, “ride-hailing app”, “social network”, “home Wi-Fi system”, “creative software suite”, “marketplace”, “fintech banking app”, “robot vacuum cleaner”.

THAT… (functional benefit)

What does it measurably improve? Examples: “cuts reporting time by 80%”, “covers the whole house with fast Wi-Fi”, “reduces running costs”, “offers a wide catalogue of content”, “speeds up delivery”, “enables real-time collaboration”.

THAT… (emotional benefit)

How does it make the customer feel ? Examples: “has peace of mind and control”, “feels premium and creative”, “better social status”, “is motivated to run more often”, “enjoys hassle-free comfort”, “feels free and independent”.

Use:

💡 Functional benefit: what the product specifically does and what measurable effect it has (time, money, performance, accuracy). It answers: “how much better / faster / cheaper is it?”

💛 Emotional benefit: how the product makes the customer feel (security, status, freedom, joy, comfort). It answers: “how will I feel when using it?”

UNLIKE… (competitive alternative)

What does the customer compare you with, and what is their reference point? Examples: “unlike the fragmented Android market”, “unlike traditional petrol and diesel cars”, “unlike linear TV/cable”, “unlike email threads”.

THE RESULT IS… (differentiation / mechanism)

What makes the solution better, and why should anyone care at all? Examples: “wireless mesh across multiple devices”, “OTA updates and a software-first approach”, “personalisation powered by data models”, “community + training app”, “ecosystem of devices and services (iCloud/AirDrop)”.

Instructions for ChatGPT (generated from the positioning)

Saved in your browser (localStorage).

Preview

Fill in the fields on the left. A sample positioning statement will appear here.

Examples

🎬 NetflixFor households and individualswho want to watch films and series on demand without ads, Netflix is a streaming servicethat offers an extensive catalogue and original content. Unlike linear TV and cable, the result is content any time, on any device, with personalisation.

🍎 Apple (iPhone)For tech-savvy users, creatives and status seekerswho want a reliable, secure and simple smartphone, iPhone is a premium smartphonethat combines top-end hardware with iOS and an ecosystem of services. Unlike the fragmented Android market, the result is seamless integration of devices and services (iCloud, iMessage, AirDrop).

🚗 Tesla (Model 3)For drivers looking for a fast and sustainable carwho don’t want to compromise on range or technology, Model 3 is an electric carthat offers high performance, OTA updates and smart features. Unlike traditional petrol and diesel cars, the result is a software-first experience and lower running costs.

🎵 SpotifyFor music and podcast loverswho want instant access and smart discovery, Spotify is a music streaming servicethat personalises playlists and recommendations using data. Unlike radio or buying albums, the result is an endless catalogue with tailored discovery.

Patrik Pilous: Positioning

Positioning statement

Examples

🎬 Netflix

For households and individuals who want to watch films and series on demand without ads, Netflix is a streaming service that offers an extensive catalogue and original content. Unlike linear TV and cable, the result is content any time, on any device, with personalisation.

🍎 Apple (iPhone)

For tech-savvy users, creatives and status seekers who want a reliable, secure and simple smartphone, iPhone is a premium smartphone that combines top-end hardware with iOS and an ecosystem of services. Unlike the fragmented Android market, the result is seamless integration of devices and services (iCloud, iMessage, AirDrop).

🚗 Tesla (Model 3)

For drivers looking for a fast and sustainable car who don’t want to compromise on range or technology, Model 3 is an electric car that offers high performance, OTA updates and smart features. Unlike traditional petrol and diesel cars, the result is a software-first experience and lower running costs.

🎵 Spotify

For music and podcast lovers who want instant access and smart discovery, Spotify is a music streaming service that personalises playlists and recommendations using data. Unlike radio or buying albums, the result is an endless catalogue with tailored discovery.

If you ask a client to fill in this questionnaire, it will almost certainly not give you great positioning. However, you will learn how the client thinks about the brand and what they emphasise. You can then think about the positioning and iterate with the client. It is always better than nothing.

When is it useful?

A specialist’s first contact with a client
Quickly clarifying direction
For smaller brands, as a first reference point for thinking about positioning
Filling it in across the team to check whether we share the same view

AI, for example, can only partly estimate a company’s positioning, because it focuses on very explicit things. On the other hand, if you ask AI about your positioning, you get a picture of how AI and the internet see you. This output can be an interesting reference point for various changes.

Apple

For tech-savvy users and creatives,
who want a reliable, secure and simple smartphone,
iPhone is a premium smartphone
that combines top-tier hardware with iOS and an ecosystem of services,
unlike the fragmented Android market,
resulting in seamless integration of devices and services in a simple, working ecosystem (iCloud, iMessage, AirDrop).

Tesla

For drivers (eco-conscious and tech enthusiasts) looking for a fast and sustainable car,
who do not want to compromise on range or technology,
Tesla is an electric car
that offers high performance, OTA updates and Autopilot assistance features,
unlike traditional combustion-engine cars,
resulting in a smart, software-first experience and lower running costs.

Mercedes-Benz

For demanding drivers, managers and families,
who want a prestigious, comfortable and safe car for everyday use,
Mercedes-Benz is a premium carmaker
that combines German craftsmanship, advanced driver assistance, premium design and comfort,
unlike mainstream brands that focus on price-to-value ratio,
resulting in a calm, majestic drive with prestige and the assurance of worldwide service.

Nike Running

For runners of all levels,
who want to improve performance and comfort,
Nike is sports footwear and apparel
that provides lightness, cushioning and data support (Nike Run Club),
unlike generic running brands,
resulting in gear connected with a training app for faster progress.

Netflix

For households and individuals,
who want to watch films and series on demand without ads,
Netflix is a streaming service
that offers an extensive catalogue and original content,
unlike linear TV and cable,
resulting in content any time, on any device, with personalisation.

Spotify

For music fans and podcasters,
who want instant access to music and discovering new things,
Spotify is music streaming
that personalises playlists and recommendations using data,
unlike buying individual albums or listening to the radio,
resulting in an endless catalogue with smart discovery.

Airbnb

For travellers,
who are looking for authentic accommodation and experiences,
Airbnb is a short-term rental platform
that connects guests with local hosts,
unlike traditional hotels,
resulting in a diverse offer and a local experience.

Uber

For people in cities,
who want fast and predictable transport,
Uber is a ride-hailing app
that connects drivers and passengers in real time,
unlike traditional taxi dispatch services,
resulting in transparent pricing, ETA and cashless payment.

Amazon Prime

For online shoppers,
who want fast delivery and digital benefits,
Prime is a membership
that includes fast shipping, video, music and cloud photo storage,
unlike regular online shops,
resulting in an ecosystem of benefits in a single subscription.

Google Workspace

For teams and companies,
that need to collaborate from anywhere,
Google Workspace is a cloud office suite
that offers email, documents, spreadsheets and video calls,
unlike on-premise solutions,
resulting in real-time collaboration in the browser.

Slack

For modern teams,
that want to cut down on email and speed up communication,
Slack is a communication platform
that organises conversations into channels and integrates tools,
unlike email threads,
resulting in transparent, searchable team communication.

Adobe Creative Cloud

For designers, photographers and creators,
who need professional tools and asset sharing,
Creative Cloud is a creative software suite
that includes Photoshop, Illustrator, Premiere and more, with cloud libraries,
unlike standalone licences without synchronisation,
resulting in a connected workflow across apps and teams.

Patagonia

For the outdoor community and eco-conscious customers,
who want quality gear with a minimal footprint,
Patagonia is outdoor apparel
that is built on durability, repairability and sustainability,
unlike fast fashion,
resulting in functional gear with a transparent supply chain.

Positioning in the snap of a finger