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You start the brand positioning process by choosing one or more brand positioning strategies. A brand positioning strategy is an approach to differentiating something from what’s already available. A brand positioning strategy could be to offer the lowest prices or the highest-quality product in its class.

When choosing a brand positioning strategy, think about your brand’s unique selling proposition (USP) — what makes your brand different, better, and more attractive to customers.

In this section, I highlight several brand positioning strategies, but this list isn’t exhaustive by any means.

Some brand positioning strategies apply regardless of the business/organization and product/service; others depend to some degree on the entity you’re branding. Location may be important for bricks-and-mortar businesses, for example, but not for businesses that operate primarily online.