Branding vs Positioning: What's the difference and why do you need both?
Many business owners use the terms branding and positioning interchangeably, but they are two completely different parts of your strategy as an organization. Do you want to come across as professional, recognizable and distinctive? Then you need both strong positioning and well thought-out branding. In this blog you will discover the difference and why they complement each other.
What is branding?
Branding is everything that makes your organization visually and emotionally recognizable. Think of your logo, use of color, typography, tone-of-voice and the way you communicate. It is how your organization looks and feels to the outside world.
Together with clients, we often work toward a visual identity that fits the mission, target group and market position. This involves paying attention to consistency, recognizability and appearance.
What is positioning?
Positioning is about the place your organization occupies in the minds of the target audience compared to other providers. It's about strategy: what makes your offering unique, who is it intended for and what promise do you make?
Good positioning is the foundation of all communications, marketing and design. In consultation with clients, we look at core values, audience segmentation and competitive analysis.
Branding vs positioning: the differences at a glance
| Aspect | Positioning | Branding |
|---|---|---|
| What is it? | Strategic foundation | Visual and emotional effect |
| Target | Differentiate and give direction | Recognition and emotional attachment |
| Focus | Content, target audience, competition | Form, appearance, perception |
| Outcome | Promise, communication basis | Logo, color use, design style |
| Timeline | Comes before branding | Based on the positioning |
Why you shouldn't see them in isolation
A professional image without a strategic foundation is like a house without a foundation. It doesn't work the other way around either: a clear positioning without matching branding lacks impact. When both elements are well matched, a communication approach is created that both convinces and sticks.
At S Creations, we always work from this interplay, so that your organization is strong both in terms of content and visually.
Practical examples
For several clients we worked toward a total picture in which positioning and branding reinforce each other. For a new coaching organization, we first worked out the target group and promise. Based on this, a calm, professional corporate identity was developed that matched the mission and target group.
These collaborations show how strategy and design go hand in hand in creating a strong image.
Frequently asked questions about branding and positioning (FAQ)
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Branding is the feeling and image people have of your organization. Positioning is about your place in the market relative to others.
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Branding creates recognition, trust and a professional image that sticks with the target audience.
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Logo, use of color, typography, tone-of-voice, visual style and communication guidelines: everything that makes your organization visually and substantively recognizable.
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By analyzing target audience, competition and core values and determining what sets you apart.
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It is possible, but not ideal. The strongest communication occurs when the strategy stands first, and the design follows from that.
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Costs depend on your needs and the scope of the course. Feel free to ask for a no-obligation proposal.
