A brand is not born positioned. Occupying a clear, relevant, and valuable space in people’s minds is a construction that requires strategy, time, and consistency. This is where positioning comes into play: that unique and differentiating idea that makes a brand not only recognized, but remembered and chosen.

What Is Positioning, Really?

Positioning is not a slogan or a campaign. Nor is it a product feature. It is the perception people have of a brand compared to others. It is the almost instinctive answer to the question: “What does this brand mean to me?”

Philip Kotler, considered the father of modern marketing, defines it as “the act of designing the company’s offering and image to occupy a distinctive place in the mind of the target market.” In practice, however, positioning goes beyond image—it is about building meaning and value.

Why Does Positioning Matter So Much?

Because people don’t choose based solely on logic, but on affinity—on what a brand represents. Strong positioning:

• Differentiates you in saturated categories
• Builds trust, especially in high-impact decisions
• Aligns the entire brand experience, from design to service
• Creates lasting recall and preference

At BBK Group, we have seen this firsthand. We have worked with brands that, beyond redesigning their visual identity or adjusting messaging, needed to reconfigure how they were understood by key audiences. That is the essence of positioning: shaping meaning.

How Is Strong Positioning Built?

There are no magic formulas, but there are strategic principles that create a solid foundation:

1. Deeply Understand Your Audience

You cannot position what you don’t understand. Beyond demographics, it is essential to explore motivations, perceptions, cultural tensions, and usage contexts. What drives them? What do they expect? What experiences do they value?

At BBK, for example, we supported RedSalud in a strategic redefinition where positioning needed to reflect not only accessibility and quality, but also emotional closeness in a post-pandemic context. The work included interviews, qualitative surveys, internal workshops, and activations aligned with this new narrative.

2. Map and Interpret the Competitive Landscape

What are others saying? How do they look? What do they promise? Category analysis reveals real opportunities for differentiation. With Madeco by Nexans, we identified that B2B communication in the industry was heavily technical. Our strategy shifted positioning toward a more consultative and approachable role—focused on supporting complex energy transformation processes, not just selling solutions.

3. Define Your Unique Value Proposition

It’s not enough to say “we’re different.” You must prove it, live it, and demonstrate it at every touchpoint. This requires focus—choosing what to highlight (and what not to). In the case of Exeed, a new automotive brand in Latin America, the decision was clear: position it as a high-standard alternative with global design and a premium experience. Everything—from showroom design to brand tone—reinforced that axis.

4. Align Substance and Form

Positioning is not a line on a website. It is a conviction that guides language, content, spaces, and customer service. A brand positioned as expert cannot have an outdated website. One that claims agility cannot take five days to respond. Consistency builds trust.

5. Measure, Iterate, and Evolve

Positioning is not static. Brands that endure are those that adjust their narrative without losing their essence. At BBK, we apply tracking models and active listening to evaluate whether what the brand communicates is truly what people perceive.

Positioning Is About Occupying a Space—and Building It

Every brand tells a story. The key question is: Is it the story your audiences are hearing and remembering? Positioning is not declared—it is earned. And along that journey, strategic vision, methodology, and creativity make all the difference.

At BBK Group, we help brands find the clear voice that makes them memorable. From diagnosis to implementation, we work so that each brand not only says who it is—but proves it with consistency and relevance.

???? Want to see how we’ve supported leading brands in this process? Explore our success cases..