15 Brand Positioning Examples to Refine Your Branding Strategy

I've always been fascinated by how some brands have become so iconic that their names replace generic terms. Band-Aid instead of bandage, Kleenex instead of tissue — it’s the ultimate example of successful branding.

But how do you actually build a brand positioning strategy that sticks? I went straight to the experts to find out, and I’ll share their insights here. Plus, a practical framework to help you position your brand in your ideal market.

Free Resource: 10 Positioning Statement Templates [Download Now]

Below are the high-level topics I’ll cover, but don’t worry — I’ll still get into the weeds so you have a thorough understanding of how to position your brand.

Table of Contents

• What is brand positioning?
• Types of Brand Positioning Strategies
• How to Create a Brand Positioning Strategy
• Brand Positioning Examples
• Brand Positioning Map: The Power of Perception

Denver Burke, head of insights and demand generation at Fuelius, says, “Today, a strong brand message is one of the few things that remains constant.”

He adds, “Acquiring new customers is crucial for any business, but building and retaining strong relationships with existing customers through your brand is what truly future-proofs your business.”

Effective brand positioning happens when your brand is perceived favorably, valuable, and credible to the consumer. The sum of those three becomes unique to your business, and your customers carve out a place for you in their minds.

This is important because being “different” from the competition isn’t enough to win in the market. Take it from brand positioning expert Will Barron at Salesman.org. “You only get the opportunity to position your brand when you’re doing something remarkable. Anything else, and it’s just comparison,” he said.

Why is brand positioning important?

Brand positioning allows a company to differentiate itself from competitors. This differentiation helps a business increase brand awareness, communicate value, and justify pricing — all impacting its bottom line.

And, you have a reputation whether you cultivate it or not, so you might as well create a brand positioning plan to help you control your reputation and brand image.

Jigar Thakker, chief business officer at INSIDEA, seconds this, as he told me that brand positioning is bridging the gap between what customers need and the unique solution you offer that fulfills them. He says that brand positioning “cements how your product or service stands out and ultimately wins over customers. It helps your target market identify your brand and understand why you’re the best choice and the leader in your market.”

But, not all brand positioning strategies are the same or have the same objective. Your positioning and messaging vary depending on the nature of your offering and industry.

[Video: Brand Positioning: Make Your Brand Stand Out (FREE Guide!)]

When you’re deciding how to position your brand in the marketplace, you have several options to choose from. Still, the most important recommendation I can give is this: tailor your brand positioning strategy to highlight your product’s competitive advantage and point out your competition’s shortcomings.

Below are a few popular positioning strategies to differentiate your brand in the market.

1. Customer Service Positioning Strategy

You’ve likely chosen a retailer or service provider for its exceptional customer service at some point.

Companies in industries known for poor support can stand out by emphasizing their friendliness, while those with complex products can attract customers by showcasing robust support. Great customer service also justifies higher prices — Apple, for instance, charges a premium but backs it with responsive, friendly support.

These service interactions are also an integral part of the flywheel. For example, an initially unhappy customer may become a promoter if they have a great service experience.

Be diligent with this strategy. If you advertise exceptional customer service but don’t deliver, you’ll invite bad reviews, callouts on social media, and even Better Business Bureau complaints.

HubSpot’s founder and CTO, Dharmesh Shah, uses this simple equation to explain customer delight and stay accountable for delivering the brand promise: Customer delight = experience - expectations.

Pro tip: Equip your team with the right customer service software to deliver on your promise.

2. Convenience-Based Positioning Strategy

A convenience-based positioning strategy focuses on why your product or service is easier to use or access than the competition’s. This could be about location, ease of use, wide accessibility, or multi-platform support.

Sometimes, convenience is all about design. For instance, Swiffer’s WetJet is marketed as a hassle-free alternative to traditional mops, thanks to its disposable pads. This positioning appeals to busy consumers and often justifies a higher price — Swiffer WetJets cost around $26, compared to $10 for an O-Cedar mop.

Burke agrees: “If you have a highly-priced product, it [a compelling brand story] helps to justify your pricing strategy by emphasizing the quality and value that your audience will receive. Not only will this provide reassurance to them, but it could increase your chances of being considered.”

But convenience comes with its challenges. In the B2B SaaS space, for instance, offering a product across multiple operating systems requires a robust, always-on development team to address bugs and other issues. Supporting that kind of convenience can quickly become expensive.

The last item I recommend checking is if your product is truly convenient. For example, while the WetJet is easy to use, needing frequent trips to the store for refills might frustrate customers. Offering features like automatic refill subscriptions could better meet their expectations and solidify your positioning.

3. Price-Based Positioning Strategy

A company uses a price-based position strategy to present its product or service as the most affordable option. When you position your product as the cheapest on the market, you can generate a large customer base because no one likes to spend more than they have to. Offering the lowest price is an easy way to get prospects to convert.

I have to note that this strategy comes with its share of risks and drawbacks — namely, giving prospects the impression of lower production quality.

You might also run into economic issues that can hinder your brand positioning over time — like Subway’s $5 footlong that couldn’t survive inflation. Price-based positioning can also initiate a price war, though that mainly applies to certain industries such as air travel.

4. Quality-Based Positioning Strategy

This strategy emphasizes a product's quality — quality that often comes at a premium cost. This can be shown through exceptional craftsmanship, small-batch production, high-quality materials, and even sustainable practices that make it more expensive to produce. You can show the quality of service through evidence of exceptional end results, high ROI, and glowing customer testimonials.

Budget-conscious shoppers may bypass your brand in favor of a cheaper alternative. So, I recommend looking at your buyer personas: your target customers' income and shopping habits determine whether emphasizing quality (with a higher premium) is the right approach for your brand.

5. Differentiation Strategy

A differentiation positioning strategy relies on a product’s uniqueness or innovative qualities in comparison to the traditional competition. Tesla is a great example.

Before the Tesla vehicles existed, there wasn’t an attractive, fully electric vehicle available for purchase. Now, it's one of the leading tech companies in the self-driving car and AI robots space.

If you implement this strategy, consumers who value innovation will be attracted to your brand and product. The one potential limitation is that the public could be discouraged by the lack of history of use. If your product is completely new, I recommend providing the research and testing that went into its creation. Often, innovation-driven consumers like to know how the new technology or product works.

6. Social Media Positioning Strategy

Kevin D’Arcy, CEO at ThinkFuel, sums up the power of digital storytelling: “Through immersive websites, interactive ads, and social media narratives, brands can create a participatory experience that captivates the audience. This approach allows consumers to become co-creators of the brand story, offering them a personal stake in its success.”

Social media positioning stands out because it’s tied to the channels you use — not just your messaging. The platforms you choose (or skip) send a message about your brand just as much as your content does.

You don’t need to be everywhere. Simply focus on channels your target market uses the most. Ask yourself:

• Where does your target audience spend their time?
• Where do they spend their money?
• Where do they go for advice or information?

Sometimes, all three align on one platform; other times, they’re spread out. Once you know where to show up, tailor your messaging to connect with your audience right there.

7. Other Positioning Strategies

Brand positioning comes in many forms. You can position yourself as the leader, the original, or the most popular. Another option? Frame your product as the go-to solution for a specific problem.

There’s also the direct comparison strategy: calling out competitors and highlighting why you’re better. Think Popeyes vs. Chick-fil-A. I’ll explore their rivalry further below.

The key to crafting your position is understanding your buyers. Do they value saving money, quality, or the latest trends? As Jigar puts it, “When your brand is positioned just right, it sparks curiosity. You can attract the right eyeballs and keep them coming back for more because they believe in what you’re selling.”

Now that you know the approaches you can take, it’s time to create a positioning plan.

Creating your brand positioning strategy involves diving deep into the details of your brand and discovering what you do better than anyone else. Mike Wessel, director of consulting services at Blue Frog, endorses this: “Nailing your positioning centers around pinpointing the unique value you deliver, and understanding who loves that value the most.”

Below, I’ll go over the key steps to help you create a brand positioning strategy unique to your business.

1. Determine your current brand positioning.

Are you marketing your product or service as just another item on the market? Or, are you marketing it as something distinctive? Your current brand positioning gives you important insight into where to go next. You'll need to understand your current position to further analyze your competition.

Start by considering your target customers and defining who they are. Next, identify your mission, values, and what makes you different from the rest of the market. Finally, take stock of your value proposition and your current brand persona and brand voice.

Matylda Chmielewska at LiveChat Partner Program advises, “We like connecting with brands that sound and feel authentic to us. Instead of building complex lingo that no one understands, just talk human. Start with researching who your (ideal and existing) audience is and speak their language.”

2. Create a brand essence chart.

Once you know where your brand stands in the market, it’s time to define what it means to your customers. A brand essence chart organizes these ideas and serves as a great resource for copywriting and design inspiration.

Here are the seven components of a brand essence chart:

1. Attributes. The features of your product or service. For physical products, this might come easily; for SaaS or tech, focus on functionality.
2. Benefits. What customers gain from those attributes.
3. Personality. Adjectives that describe your brand’s character. Aim for nuanced traits that set your brand apart.
4. Authority and support. What backs your brand? This could include expertise, awards, research, or glowing customer reviews.
5. What it says about the customer. What does associating with your brand communicate about your ideal customer?
6. How it makes customers feel. Words or phrases describing how customers feel when interacting with your brand.
7. Positioning/brand essence. Combine these elements into a concise statement that captures your brand’s core takeaway. This isn’t your formal positioning statement but a foundational idea for your messaging. Learn more about developing that here.

3. Identify your competitors.

You need to see who you're up against to conduct competitor research. That research will help you decide what you can do better in your strategy to gain an edge.

Try these methods to determine your competition:

• Conducting market research. Ask your sales team what competitors come up during the sales process. Or, do a quick search using a market keyword and see which companies are listed.
• Use customer feedback. Ask your customers which businesses or products they were considering before choosing yours.
• Use social media. Consumers can ask questions about products and services on Quora. Search these forums to discover competitors in your niche. I’d also recommend looking on Reddit for subreddits related to your business or niche to learn more about what your target audience wants.

4. Conduct competitor research.

Wessel says, “From my experience, it’s critical to really challenge yourself on how your capabilities or features compare to both competitors and alternatives.”

Once you've determined who your competitors are, conduct in-depth competitor research. Analyze how your competition is positioning their brand in order to compete. At its simplest, your research should include:

• Their products or services.
• Their strengths and weaknesses.
• Marketing strategies they're using successfully.
• Their current market position.

Staying unbiased during competitor analysis is super important. As Wessel puts it, “Seeking an outside perspective can be invaluable in overcoming internal biases.”

5. Identify your unique value proposition.

Building a unique brand is all about identifying what makes you different and what works best for your business. Chmielewska suggests, “Start by defining what 'effective' really means for your brand — and then build its image based on that.”

After you conduct your competitor research, I imagine you’ll start to see patterns in that some businesses have the same strengths and weaknesses. As you compare your product or service to theirs, you might find one of their weaknesses is your strength.

This is what makes your brand unique, and it's the perfect starting point for positioning your brand in the market. Take note of your unique offerings as you compare, and dive deep to identify what you do better than anyone else.

6. Build a brand positioning framework.

Positioning a brand can seem overwhelming at first. With so many touchpoints, it can be hard to prioritize a key message. A brand positioning framework like the one below can help your brand positioning strategy.

This framework uses a top-down approach, starting with the big idea and ending with sample touchpoints you can use in tactical instances like social media captions, headlines for blog articles, and advertising copy.

I’ve listed some helpful articles below that you can use as step-by-step guides for completing each section of your brand positioning framework:

• Big Idea
• Value Proposition
• Target Audience
• Mission Statement
• Tone of Voice
• Elevator Pitch
• Message Pillars
• Sample Touchpoints

7. Create your positioning statement.

It’s time to pull everything together and write your brand positioning statement. This is a short description of your brand’s unique offering and how it meets your customer’s needs.

Think of it as different from a value proposition. It focuses specifically on what sets you apart and highlights the main benefits you offer to your customers. As Wessel puts it, “By understanding the customer’s ‘job-to-be-done,’ you keep the messaging centered on their perspective and desired outcomes. The better your positioning aligns with helping customers achieve their goals — faster, better, or cheaper — the more it will resonate.”

To get started, answer these four key questions:

• Who is your target customer?
• What’s your product or service category?
• What’s the greatest benefit of your product or service?
• What’s the proof of that benefit?

From there, you can craft a simple but compelling positioning statement. For example, here's Amazon's positioning statement:

“Our vision is to be the earth's most customer-centric company; to build a place where people can come to find and discover anything they might want to buy online.”

It’s clear and to the point: Amazon’s target audience is broad, their greatest benefit is variety, and the proof is in their massive online store.

8. Evaluate whether your positioning statement works.

Once your positioning statement is created, it's time to test, experiment, and gather feedback from your customers on whether or not your positioning achieves its goal.

As Ryan Robinson of RightBlogger says, "Investing the time and effort into positioning your brand to appeal toward a specific vertical, type of consumer, or demographic is only a small part of the battle. It's crucial to test, experiment, and actively gather (real) feedback from your target customers on whether or not your positioning is actually having its desired effect.”

He adds, “We've doubled down on our positioning by consistently asking for (and listening to) feedback from new customers when they join, and it's clear that both our content and its delivery style remain a key asset for our brand.”

9. Establish an emotional connection with prospects and customers.

Connecting with your prospects on a human level before going in for the hard sell builds trust and helps your prospect have a more positive experience with your company's brand.

For example, at the beginning of the sales process, reps should take ample time to learn about your prospects and what problem they are looking to solve by using your product.

Besides me, take it from the experts — nearly everyone I spoke to mentioned the importance of an emotional connection with your audience when working on your positioning.

D’Arcy said: “Grasp the emotional impact your brand can make and reach beyond mere products or services to fulfill the deeper aspirations of your consumers.”

Jigar also said: “Your brand is not limited to your product's features; it should shape perceptions and create a space in consumers’ minds. By focusing on the mental and emotional aspects, you can distinguish your brand in the crowded marketplace.”

10. Reinforce your brand's differentiating qualities during the sales process.

With a strong brand position, the differentiating properties of your company's offering should be easy to understand and refer to. Make sure your prospects understand what makes your brand unique throughout the sales process.

You probably already know what your key differentiators are, but you can always refer back to your competitor analysis to iron in the key points to call out during your sales process.

11. Create value.

I know you know this, but it’s worth repeating: your main goal should be to help your prospect solve a problem or overcome a challenge they are experiencing. Ideally, your company's offering is part of the solution.

12. Ensure that customer-facing employees embody your brand.

Customer-facing employees are your company‘s most valuable ambassadors. Prospects should receive an experience that embodies the core values of your company and aligns with the company’s brand. For example, if your company takes a light, fun approach to branding, you should incorporate this language into your sales conversations. Having an overly serious or stiff tone would not be authentic to your company's brand.

Brand Positioning Map: The Power of Perception

If you want to see how your brand compares to others in consumers' perceptions, a brand positioning map can help.

According to the American Marketing Association (AMA), "Perceptual brand mapping is the visual plotting of specific brands against axes, where each axis represents an attribute that is known to drive brand selection."

Source

A brand positioning map consists of attributes important to your target audience. To do mapping right, I recommend creating multiple versions of your map based on different sets of attributes, which you can get directly from the values your customers hold dear. Your product or service's perception is linked directly to those values, and brands focusing on shared values win in the end.

As Harvard Business Review states, “Build brand loyalty on shared values with your consumers. It is not the number of interactions a buyer has with your brand, but the quality and relatability of the interaction.”

If you place your brand and your competitors on your map, you’ll get a sense of who’s more competitive in a certain area over the rest.

Plenty of companies have excelled at brand positioning over the years by building a positioning strategy that rivals the rest. Here are 15 of my favorite examples.

1. Bumble vs. Tinder

Founded in 2014 by Whitney Wolfe after her departure from Tinder, Bumble was positioned as an app designed to empower women to take control when connecting with new people.

In addition to its initial focus on improving the female user experience, Bumble has expanded beyond the dating category, allowing users to find friendship and professional connections within the platform. Tinder, on the other hand, focuses on fleeting connections.

Bumble’s vs. Tinder’s Positioning Strategy: What I Like

• Bumble’s positioning strategy focuses on its differentiation. On its website, the brand states, “Bumble was first founded to challenge the antiquated rules of dating.” Indeed, its approach was very different than any other app’s, with women being the initiators rather than men.
• Tinder’s positioning strategy is leader-based; the brand uses its established history and popularity to compel people to join. I like that it doesn’t identify itself as a leader in online dating because such a tone wouldn’t fit the industry. Instead, it implies its leadership standing by highlighting its number of users and nearly decade-long history.

2. Starbucks vs. Dunkin’

Starbucks and Dunkin’ may both serve the morning coffee crowd, but their branding couldn’t be more different. Starbucks leans heavily on the in-store experience, with its green and brown branding evoking quality and craft. Dunkin’, with its bright pink and orange colors, emphasizes convenience and its staple offerings: coffee and donuts. Its slogan, “America Runs on Dunkin’,” drives home the brand’s focus on availability and accessibility.

Starbucks’ vs. Dunkin’s Positioning Strategy: What I Like

• Starbucks takes a quality-over-quantity approach, as shown on its Coffee Finder page: “Our coffee masters have distilled their years of tasting knowledge down to three simple questions to help you find a Starbucks coffee you’re sure to love.” It’s all about curated, crafted experiences.
• Dunkin’, on the other hand, owns its position as the go-to for quick coffee and donuts. “Dunkin’, founded in 1950, is the largest coffee and donuts brand in the United States, with more than 13,200 restaurants in nearly 40 global markets,” it states, highlighting how convenient it is to simply stop by for a coffee fix.

3. Spotify vs. Apple Music

Spotify is known for its high personalization, whereas Apple Music is known for a more premium song selection and, of course, the high-quality Apple brand. Though their offerings are strikingly similar, both brands use radically different strategies to position themselves in the market.

Spotify’s vs. Apple Music’s Positioning Strategy: What I Like

• Spotify uses a price-based strategy, which is its key differentiator. Its premium options are nearly identical to Apple Music’s in terms of pricing, but it offers a free plan that makes it more accessible.
• Given the similar pricing tiers, Apple Music aims to position itself as the better option with a quality-based approach, touting its 100-million song catalog and sound quality as principal attractors.

4. Popeyes vs. Chick-fil-A

Popeyes and Chick-fil-A have one thing in common: fried chicken. Other than that, the brands couldn’t be more different. Popeyes focuses on down-home, southern, Cajun-style recipes that pack a punch to your lunch hour. Chick-fil-A, on the other hand, refrains from this edgy vibe and offers tried and true favorites that everyone in the family will enjoy every day (except Sunday).

Popeyes vs. Chick-fil-A Positioning Strategy: What I Like

• Popeyes stands out with bold ingredients and flavors, holding its own even against Chick-fil-A. What really sets it apart is being open on Sundays, ensuring customers can count on it 365 days a year.
• Chick-fil-A takes a subtler approach, letting its customer service and food quality speak for themselves. It rarely advertises its standout service because actions from its employees do the talking. That’s the kind of brand confidence that earns loyalty — when you don’t need to remind people why you’re different; they already know.

5. Target vs. Walmart

This long-standing rivalry is a textbook example of a brand positioning strategy at work. For some customers, geography might be a barrier to experiencing the Target brand since there are far more Walmart stores nationwide. But for the most part, these two retail chains are earning their fair market share.

Target vs. Walmart Positioning Strategy: What I Like

• Walmart became the industry standard for convenient and inexpensive shopping for everything from groceries to automotive supplies. The mega-retailer focuses less on quality-based and customer service positioning — two areas Target adopted.
• Sure, I could say, “Both stores sell the same items; what’s the difference?” I think Target fans would disagree and gladly point to seemingly longer lines and less organized aisle shelves at Walmart that make for a less-than-stellar shopping experience. But, Walmart patrons find the low prices and convenience of having a store just a few blocks away worth it.

6. Cash App vs. Venmo

Cash App and Venmo have become cultural mainstays in their own right. When getting paid back once relied on “I’ll pay you back later,” both apps now ensure everyone keeps their word by letting users request the funds they’re owed.

I use both apps, but I know that some of my friends have a strict preference.

Cash App vs. Venmo Positioning Strategy: What I Like

• Cash App focuses on getting money from point A to B as quickly as possible. Its positioning strategy, focused on convenience, is apparent right from the app's home screen as you land on the screen to initiate a transaction.
• Venmo puts the transactional aspect of sending and receiving money on the back burner and centering connections with friends. Instead of the transactional screen, the landing page is a log of your friend's recent transactions.

7. Peloton vs. Bowflex VeloCore

If you thought the market for at-home stationary bikes was a monolith, think again. This segment of the at-home workout equipment market has boomed in the past few years, with Peloton leading the way. Although the brand isn’t brand new, it’s one of the youngest players in the industry and is giving seasoned competitors like Bowflex a serious reason to sweat.

Peloton vs. Bowlfex VeloCore Positioning Strategy: What I Like

• Peloton combines convenience with social media positioning strategies to expertly appeal to younger consumers with disposable income to spend on workouts. It keeps a pulse on trends that make the markets tick and offers products and services that meet those needs in (what seems like) real-time.
• Bowflex VeloCore knows that behind all the Peloton hype is a steep price point that boxes many out of the market, so the brand competes on price instead. With a comparable (and, by some standards, better) product, its brand essence chart looks completely different from one Peloton might have. Here’s my take on Bowflex VeloCore’s chart:

And here's Monigle senior director Brian Elkins’ rendition of Peloton’s chart:

Source

8. Google Meet vs. Zoom

While both brands serve a similar purpose — bringing people together over the web — they have stark differences in the way they’re positioned. Google and Zoom have a similar immediate time to value metric since they both require an app to perform properly and have free, but limited, usage of their platforms.

Google Meet vs. Zoom Positioning Strategy: What I Like

• Zoom took the forefront of the media as the solution to work-from-home meetings. It skyrocketed in popularity and held strong its position as a convenience-based saving grace for isolated professionals.
• Google Meet’s positioning strategy expertly focused on differentiating itself as a connect-from-home solution for families and friends who couldn’t gather in person.

9. Nike vs. Adidas

Nike and Adidas are two giants in the athletic apparel industry, but their brand positioning strategies are worlds apart. Nike emphasizes innovation, inspiration, and empowerment through its “Just Do It” mantra, making it synonymous with personal achievement and athletic success. Adidas, on the other hand, focuses on blending performance with streetwear, carving out a unique niche at the intersection of sports and lifestyle fashion.

Nike’s vs. Adidas’s Positioning Strategy: What I Like

• Nike’s strategy shines because it ties deeply into emotions and aspirations. It doesn’t just sell products; it sells a mindset. Campaigns like “Dream Crazy” featuring athletes like Colin Kaepernick position Nike as a brand that supports boldness and perseverance, resonating with customers who value those ideals.
• Adidas leverages cultural relevance and innovation to stand out. Its collaborations with artists and influencers, such as Kanye West’s Yeezy line, position it as a trendsetter that caters to the style-conscious consumer. This dual focus on performance and fashion creates a broad yet loyal customer base.

10. Coca-Cola vs. Pepsi

The Coca-Cola vs. Pepsi rivalry is iconic, and I’ve always been fascinated by how differently these two brands position themselves. Coca-Cola leans into timelessness, creating a universal connection that spans generations. Pepsi focuses on youthfulness, staying in sync with trends and pop culture.

Coca-Cola’s vs. Pepsi’s Positioning Strategy: What I Like

• Coca-Cola’s strategy is all about nostalgia and emotion. Campaigns like “Share a Coke" and Taste the Feeling really hit home — they tap into moments of joy, togetherness, and celebration. Whether it’s the classic red branding or its role at family gatherings, Coca-Cola feels like a comforting constant that’s always been part of life.
• Pepsi takes a different route, and I love how it captures a sense of rebellion and energy. Its partnerships with pop icons and the Super Bowl Halftime Show keep it fresh and exciting. Pepsi’s marketing feels bold and fun, always catering to younger audiences looking for something modern and relevant.

11. Airbnb vs. Hotels.com

Airbnb disrupted the hospitality industry by positioning itself as a platform that offers authentic and personalized travel experiences, while Hotels.com focuses on convenience and variety, offering users access to a wide range of traditional accommodations worldwide.

Airbnb’s vs. Hotels.com’s Positioning Strategy: What I Like

• Airbnb’s emphasis on unique, local experiences is its standout differentiator. It appeals to travelers seeking immersion and authenticity, promoting itself as a way to “live like a local.” Its branding celebrates diversity and personalization, which makes it highly relatable to modern, experience-focused travelers.
• Hotels.com excels in its convenience-based positioning. By highlighting its vast selection of accommodations and perks like the free night rewards program, it caters to travelers looking for reliability and ease. This straightforward approach keeps it competitive in the highly saturated travel booking market.

12. Tesla vs. Toyota

Tesla and Toyota are iconic brands, but their strategies couldn’t be more different. Tesla leans into innovation and sustainability, appealing to those who want luxury and cutting-edge tech. Toyota, on the other hand, is all about reliability and practicality, making it a go-to for everyday drivers.

Tesla’s vs. Toyota’s Positioning Strategy: What I Like

• I like Tesla’s bold differentiation positioning. It combines futuristic tech, like autonomous driving, with a clear mission to transform transportation. Its sleek designs and premium feel cater to both luxury seekers and eco-conscious buyers who want to make a statement.
• Toyota’s strategy thrives on its reputation for quality and reliability. By consistently delivering affordable, durable vehicles and embracing hybrid technology early with models like, my favorite, Prius, Toyota has cemented itself as a household name for practical car buyers worldwide.

13. Netflix vs. Hulu

Netflix and Hulu dominate streaming, but their strategies couldn’t be more different. Netflix leans on global reach and original content, becoming the go-to platform for binge-worthy series like Stranger Things and The Crown. In contrast, Hulu wins over viewers with its next-day access to current TV shows, paired with a mix of classic titles.

Netflix’s vs. Hulu’s Positioning Strategy: What I Like

• I find Netflix’s focus on original content and international appeal quite smart. It's helped the brand grow beyond being just a streaming service and instead a cultural force that has something for everyone.
• Hulu’s edge is its timeliness. If you want to keep up with your favorite shows without cable, the platform delivers. Its partnerships with major networks make it the perfect choice for viewers who hate waiting as well.

14. Patagonia vs. The North Face

Patagonia and The North Face both dominate outdoor apparel, but their brands reflect very different priorities. Patagonia champions sustainability and activism, while The North Face focuses on performance and exploration.

Patagonia’s vs. The North Face’s Positioning Strategy: What I Like

• Patagonia’s commitment to purpose over profit is unmatched. Its campaigns, like “Don’t Buy This Jacket,” and focus on ethical practices resonate deeply with consumers who care about the planet.
• The North Face, meanwhile, positions itself as the ultimate gear for adventure seekers. With its tagline “Never Stop Exploring” and partnerships with athletes and expeditions, it’s built a reputation for performance and durability. If you’re gearing up for the outdoors, it’s a name you trust.

15. Sephora vs. Ulta Beauty

Sephora and Ulta Beauty dominate beauty retail but play to different strengths. Sephora thrives on luxury and exclusivity, while Ulta balances affordability with inclusivity, catering to shoppers at every price point.

Sephora’s vs. Ulta Beauty’s Positioning Strategy: What I Like

• Sephora positions itself as a premium beauty retailer by curating high-end brands and offering an elevated shopping experience. Its Beauty Insider loyalty program and in-store services, like makeup consultations, reinforce its luxury appeal.
• Ulta Beauty’s strategy revolves around inclusivity and value. By offering both drugstore and high-end products under one roof, it caters to a wide range of customers. Its focus on affordability and convenience makes it accessible to shoppers at every price point.

Successfully Position Your Brand for Growth

A strong brand makes all the difference when entering or competing in any market. A unique brand positioning strategy is critical to making a statement, getting (and keeping) your target audience's attention, and successfully growing your brand.

Since a strong brand makes all the difference when entering or competing in any market, I recommend leveraging the brand positioning strategies and frameworks outlined in this article to place yourself in the sweet spot of your target market.

Editor's note: This post was originally published in December 2019 and has been updated for comprehensiveness.