Positioning is a valuable strategic tool for brands. It gives us a framework for finding the most effective way to portray our brand.

But, it can also too easily shift our focus in a way that can end up hampering a brand. Let me explain.

As we go through a positioning framework, we identify answers to a series of key questions. Here are those questions:

• Who do we hope to serve?

• What is the unmet need of those we hope to serve?

• How does our brand address that unmet need?

• How is our solution different (better) from our competitors?

• What are the reasons that support why our solution is different from competitors?

• What is the ultimate benefit (to those we hope to serve) that all of this leads to?

Once we have the answers, we can put them all together in a positioning statement. And then use that statement to help guide any message or execution.

The challenge is that we can put too much emphasis on the wrong part of the positioning. You’ll notice that the positioning begins and ends with those we hope to serve. From who they are and what they need to how they will benefit. This is where our focus should be,

Unfortunately, I have seen too many brands obsess over the questions in the middle. They want to talk about why they are better than their competitors. They want to hit you with all the proof points that they believe will, well, prove their point.

Who is this all about?

I have seen brands focus on those middle questions and then justify it by saying they are positioning themselves against the competition.

There are two problems with this line of thought:

1. The brand is positioning itself against something. You may be able to make a compelling argument, but who wants to listen to arguments? While those you hope to serve may acknowledge that you’re not like those other guys, that’s not what they’re really interested in. What they are interested in is themselves. And what you can do for them (remember, we begin the positioning with understanding who they are and their unmet need, and we end the statement with an ultimate benefit to them)

2. The focus is on the brand - who and what it is. When you spend all your time talking about your differences, you end up talking about you. Again, those you hope to serve would rather hear you talk about them.

Keeping the right focus

All of this doesn’t mean you should just abandon working on your brand positioning. On the contrary. The exercise can help you uncover thinking that will improve the way you describe and demonstrate the irresistible value you bring to the lives of those you hope to serve. What brand wouldn’t love having that?

Just remember this. Positioning can be a great tool. As long as you remember that, even though it is your brand’s positioning, it’s really not about you.