When building and marketing a strong brand, there are a lot of strategic decisions to be made. These decisions will impact how consumers perceive your brand, whether they will choose your brand over a competitor, and how loyal they will be. Two concepts to consider are brand positioning and brand identity. While these concepts sound similar and can be intertwined, they focus on different aspects of your brand. Both should be a key focus when developing a brand strategy.

What is Brand Positioning?

Brand positioning refers to the way your brand is perceived in the market compared to competitors. It answers the question, ‘Why should customers choose your brand over others?’ and aims to carve out a unique space in the minds of your target audience.

For example, IKEA positions itself as the answer to the need for affordable, high-quality furniture, by reducing production, transportation and assembly costs through their flat-packed and self-assembly furniture.

What is Brand Identity?

Brand identity, on the other hand, refers to the visual and emotional elements that define your brand. This includes your logo, colors, fonts, tagline, and the tone of voice you use in communication. It’s the personality of your brand—the outward expression of who you are.

Think Coca-Cola: Its red and white color scheme, distinctive script logo, and bottle shape are instantly recognizable worldwide.

How They Work Together

Brand positioning and brand identity work together by ensuring that a brand’s unique value proposition is consistently communicated through its visual, verbal, and emotional elements. For example, Apple positions itself as a leader in innovation, design and quality, and its identity – minimalist design, clean typography, and an iconic logo – reinforce this positioning. Consistency across both positioning and identity builds trust and recognition.

A strong brand strategy requires both clear positioning and a recognizable identity, and both should inform the other. By aligning both, your brand can forge a lasting impression and loyalty with your target audience.