Entrepreneurs' Blog

14 Feb, 2011

Your brand position is not something you do. It’s something you are.

Posted by: Bev James In: Branding|Business Tips|Expert Articles|Marketing|Mentor Articles|Mentoring|Millionaire Mentors|Personal Branding|Reputation Management|Tips For Success

Your brand position is not something you do. It's something you are.

Positioning, as the word implies, is about where you want your business to be. But positioning isn’t about geography: it’s about where you want to be in the heads and hearts of your customers.

Positioning is a relative concept. It’s about the space your brand occupies relative to other comparable brands. The rule of thumb is that it’s very difficult for two brands to occupy the same ‘position’, which is why successful brands tend to be those which have established highly distinguished positions: different to their competitors.

No brand exists in a vacuum. There are always competitors around somewhere, and one of the mistakes that new entrepreneurs make is to think that they have no competition or that they can succeed just by imitating another successful brand.

The brutal truth is that you cannot be a brand in any sort of useful sense if you claim to be ‘simply the best’, nor if you try to copy another brand’s position.
Positioning is multi faceted: it’s not a simply matter of being cheaper or more expensive than your competitors, nor just about a wide range or more specialist knowledge.

It’s about creating a truly distinctive set of meanings to which your potential customers can relate, and which they will recognise as offering something quite different from the run of the mill.

Simon Middleton is an EBA Millionaire Mentor.

3 Responses to "Your brand position is not something you do. It’s something you are."

1 | Tweets that mention Your brand position is not something you do It's something you are. | Entrepreneurs' Business Academy Blog -- Topsy.com

February 14th, 2011 at 15:48


[...] This post was mentioned on Twitter by Jan Lonnen and Entrepreneurs BA, Entrepreneurs BA. Entrepreneurs BA said: Your brand position is not something you do It's something you are. – http://bit.ly/guCRz7 #ebauk #branding #mentoring [...]

2 | Understand your competition and then out-flank it! - Simon Middleton | Entrepreneurs' Business Academy Blog

October 5th, 2011 at 09:01


[...] In a crowded marketplace, it’s your responsibility to stand out from the crowd. [...]

3 | Tristan Hemsley

October 5th, 2011 at 15:51


Thanks for this post, Simon. As a start-up business in a relatively crowded market (as most markets are, of course), we have invested a lot of time and effort in trying to create a fresh brand identity that differentiates us from our competitors. So far the feedback from our customers has been very positive!

Comment Form

  • Morgan Grage: I like this post, enjoyed this one regards for putting up. "No man is wise enough by himself." by Titus Maccius Plautus.
  • Derek: Brilliant article Bev, thanks for sharing. coincidentally the kilimamjaro example used is on my 2014 to do list! Ps thanks for the tips you gave me
  • jackson: thanks for your great article about developing your business idea to great business Jackson mutebi

About EBA

The Entrepreneurs' Business Academy is a unique and highly practical one stop resource for business owners and aspiring entrepreneurs, providing a range of courses , EVENTS and materials that give step-by-step guidance for entrepreneurs on their business journey. The EBA's courses have been put together by James Caan and Bev James MD of EBA and The Coaching Academy, and specifically designed to teach its participants the skills required to take an idea and turn it into a reality. Read more...


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