You sell soap.
Your competitor also sells soap.
So why are people paying ₦4,500 for theirs while they side-eye yours at ₦1,800?
That’s brand positioning in action.
It’s not just what you sell — it’s how people see it, how they feel about it, and why they choose it over others, even if the product itself isn’t that different.
So, What Exactly Is Brand Positioning?
Brand positioning is the space your brand occupies in the minds of your target audience.
It’s what your brand stands for, who it’s for, and why it’s different.
Not in your head. In theirs.
Think:
- “Apple = sleek, premium, innovative.”
- “Coca-Cola = fun, nostalgic, for everyone.”
- “Dangote = reliable, industrial, Nigerian pride.”
Positioning is how your brand introduces itself without saying a word.
Why Does It Matter for Your Business?
In today’s noisy, over-saturated market, good products don’t just sell.
Clear brands with strong positioning do.
Here’s why positioning is your business cheat code:
1. It Makes You Memorable (In a Sea of Clones)
People are busy. If your brand doesn’t give them something to latch onto, they’ll forget you before lunch.
Strong positioning helps you stick in people’s minds.
It’s the reason we say “Maggi” when we mean seasoning, or “Keke” when we mean tricycle.
2. It Builds Trust — Fast
When people “get” your brand quickly, they’re more likely to trust you.
Clarity builds confidence. And confidence opens wallets.
If your brand is confused, customers will be too.
3. It Helps You Charge More
Two shirts. Same quality.
But one is Zara, the other is “Onyeukwu Wears.”
Guess which one costs more — and gets bought more?
Good positioning makes people perceive value. That’s how luxury brands win. They’re not just selling clothes — they’re selling status.
4. It Guides Your Marketing Like a Compass
Once your positioning is clear, every campaign, caption, and content piece has direction.
No more guesswork. Just aligned messaging that hits.
How to Define Your Brand Positioning (Without Hiring a Pricey Consultant)
If you’re a small or medium business, don’t overcomplicate it.
Just answer these:
- Who is your ideal customer?
(Be specific. “Everyone” is not a target market.) - What problem are you solving for them?
(Not what you sell — the real benefit.) - What makes you different from others in your space?
(Your vibe? Your voice? Your pricing? Your story?) - What do you want to be known for?
(Three words max. E.g., Bold. Affordable. African.)
Examples of Great Brand Positioning (Naija Edition)
- Paystack: Simple, modern payments for African businesses.
- PiggyVest: Helping young Nigerians save and invest without stress.
- Zikoko: Telling African stories in a way that slaps.
- Terra Kulture: Culture, theatre, and food — proudly Nigerian.
Each of these brands owns a unique space. You don’t confuse them with anyone else.
If You Don’t Define Your Brand, People Will Do It for You
And you may not like the version they come up with.
Strong positioning = clarity + consistency + confidence.
It’s how you move from “just another business” to “the only one that makes sense.”
So take time to define your spot — and own it like it’s rent-free.
