How to stand out from the competition with brand positioning

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How can you carve out your place in the industry and what are the brand positioning strategies to do so? How can you successfully communicate your unique characteristics to your audience?


In this sixth digital marketing lesson, you’ll learn everything you need to know about brand positioning. You will understand its meaning and different methodologies: competitive brand positioning and brand narrative (or storytelling).


I also explain how to exploit competitors’ strengths and weaknesses to create successful associations between your brand and consumers’ perception. You’ll be able to craft differentiating strategies with the help of brand positioning maps (or perceptual maps).


You’ll acknowledge the similarities that your brand should communicate to your public to be perceived as credible and legitimate. Besides, you’ll learn how to design a brand mantra and align the behavior of your employees with the brand positioning.


Table of contents:


1:15 - The competitive brand positioning approach;

2:50 - Brand narrative (or storytelling) and the “Narrative branding framework”;

5:33 - Determining with which competitors compete with;

7:58 - Identifying differentiating characteristics from the competition;

9:27 - Identifying similarities with the operating industry and competitors;

11:10 - How to craft a brand positioning map;

12:14 - How to design a successful brand mantra;

13:38 - How to communicate brand positioning;

16:07 - Common mistakes and challenges in brand positioning.


#AlbertoCarniel #DigitalMarketingCourse



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I'm Alberto Carniel, an international e-commerce and digital marketing consultant. I have worked with over 40 private and public organizations worldwide, and have collaborated with many important brands like Unilever, Retro Fitness, McFIT Group, HubSpot and Esercito Italiano.


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