Brand positioning: what is it and how does it impact on branding?

By May 17, 2020No Comments

Being remembered positively by customers is the desire of any company, regardless of its size and segment. And for that, marketing positioning has an essential role, but often not so clear.

Confusion between marketing, branding and brand or marketing positioning is recurrent. These conceptual challenges, even though they seem irrelevant in the face of the practical reality of the business, must be distinguished by the manager who seeks a good brand positioning.

In order to help entrepreneurs in business management, we identify these concepts and show the impact of each one on the brand.

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What is branding?

The brand or marketing positioning consists of the strategies and actions adopted by the company, with the objective of making the disclosures of the products or services with which it acts.

Although a marketing solution may aim at brand positioning on the Internet, for example, the practices are geared to selling, impacting the consumer.

Brand positioning is related to the 4Ps of marketing:

  • Price
  • Square
  • Product
  • Promotion

It refers to the companys commitment to meet a customers consumption need.

In order to understand how brand positioning will affect the business marketing performance, it is necessary to make an essential difference between marketing and branding.


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Guide to Branding

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What is the difference between marketing and branding?

Both marketing and branding are fundamental to strategic business development, but they consist of distinct areas within an organization.


Marketing is responsible for increasing sales through strategies that impact the customer, by attracting new consumers, for example. This is done through product creation, surveys on the segment and the competition, the development of campaigns and promotions, etc.

In this way it can be understood that marketing, although it is part of the companys strategy, is related to the tactical level of the internal organogram. It consists of practical actions with the aim of generating specific results in sales.


Branding, in parallel, represents a level of strategic factor in the organization of the business. It is not only aimed at consumers, but also encompasses partners, directors, collaborators, suppliers, consumers and society as a whole.

Branding consists of how the brand will be noticed in the market, being directly related to the reputation of the brand. Among the attributes of the area, for example, are

  • brand management;
  • market knowledge through surveys;
  • public relations;
  • visual identity.

These elements allow identifying branding as the attributes of the brand noticed by the public and not just those that are consumers and potential customers of the company, as is the case with marketing.

One way to differentiate between marketing and branding in practice is to think about the responsibilities attributed to each area.

While in marketing it is common to remember inbound marketing, SEO, sponsored links, email marketing, etc. When thinking about branding it is necessary to keep in mind the mission, vision and values of the company, organizational culture and others.

How does brand positioning impact branding?

Once marketing and branding are differentiated, it is necessary to understand how they are applied in the day-to-day business.

It is common to think that these categories only make sense when acting in large companies. However, small and medium-sized enterprises must also appropriate this knowledge, benefiting from the advantages provided.

The brand positioning, for example, allows the company to be more recognized among the potential customers it has, improving metrics such as campaigns and online positioning, reduction of cancellation rates and others.

This is made possible by integrated marketing solutions that reflect the values the company conveys when relating to the customer, for example.

In the case where a company states that it values 2.0 customer service in brand branding – but by applying these values in the marketing strategy, it oscillates and makes the customers choices more difficult – the brand positioning will affect the perception of the brand in a negative way.

It is also possible to positively impact the public through a brand positioning in line with the values presented by the company in the other business structures.

What is the relationship between branding and brand positioning?

In order for the company to have a brand positioning aligned with branding, it is necessary to start planning by the fundamentals of the business. Branding is what the brand is, and marketing is how that is communicated to the target audience.

Examines some elements of branding that are also associated with brand positioning:

  • Initially, it is necessary to define the objective of the business. In this case, instead of an objective “to sell more”, it is necessary to think more deeply about the brand, thinking about the “whys” of the company being what it is.
  • Next, it is necessary to establish what the personality of the brand will be through the language that will be used to relate to both customers and others related to the business. This language should be used internally and in marketing.
  • It defines the values of the company. So that it is possible to communicate to others about the foundations of the organization. They must be very clear in the strategic planning of the business.
  • It establishes which organizational culture will be adopted in the company. More and more companies are looking for flexibility and creativity of the collaborator. But there are other forms of management that must be aligned with the fundamentals previously stipulated by the company.
  • Finally, it is time to communicate to the public about all those values, objectives and directions of the company, being that the quality of that communication will be determinant in how these elements will be noticed by the public.

After extensive internal work to define and put into practice the companys values, it will be through marketing and other communication strategies that this whole set of perceptions will be presented to the public.

Just as the companys brand positioning arises through the business definitions stipulated in branding, it will be through marketing that the brands reputation will be consolidated, positively or not impacting the business and being a determining factor in sales and customer loyalty.

In the case of small companies, branding works with the same objective, positively impacting the public and those involved in the companys processes, even though this represents a smaller number of individuals.

Do you want to improve your brand management by building a more assertive branding for your size and segment? Then read the post “Branding: how to make an incredible brand management” and learn more about it!

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